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Diving into Visitor Insights

New to Prospecting? Your Insights reports work best after two weeks of active Prospecting campaigns.

Your Visitor Insights report is broken into three parts that work together to tell the story of your Prospecting traffic: Traffic Quality, Engagement, and Demographics. To learn how to pull a Visitor Insights report, click here.


Quality: compare prospecting with organic traffic

New visitor bounce rates %

This graph compares the quality of Prospecting traffic to that of organic traffic* by comparing a key engagement metric, bounce rate.

*Organic traffic represents all other traffic sources (for example search traffic). These visitors have never seen a prospecting ad.

% of new visitors from prospecting

This graph shows how Prospecting contributes to your overall website traffic as a percentage day by day.

If the graph reads 10% on January 1st, 10% of your total visitors that day interacted with your Prospecting campaign. The other 90% did not see a Prospecting ad.


How to use this information

In combination, these graphs describe how effective your Prospecting campaign(s) is at bringing in useful traffic. Is Prospecting bringing quality new visitors to your website?


New visitor bounce rates %

You want to see: Prospecting traffic has a lower bounce rate than other sources, making it an effective way of bringing in new potential customers.

A visitor who bounces is someone who leaves the page they entered without looking at any other pages, or without spending much time on the page. You can use this as a barometer for actual interest. The logic is that if someone is interested, they’re not going to leave right away. And someone who is not interested is likely not going to be a customer.


% of New Visitors from Prospecting

You want to see: Prospecting is bringing in visitors.

The percentage of visitors that Prospecting brings in is going to fluctuate from day to day, but what you never want to see is that your campaign brought in no visitors (0%). If you see this, it’s time to evaluate your:

  • Ad sizes: Are your ads getting enough impressions? The more ad sizes you use the greater your reach.
  • Optimization: Can we adjust your bids to win more impressions? Reach out to your account manager or the Customer Delight team for help with this.


Engagement: how visitors interact with your ads & website

Visitors from mobile or desktop

This graphic shows you the proportion of traffic that comes from desktop or mobile devices.

Viewed or clicked

This graphic shows you the proportion of your Prospecting traffic that is view-through or click-through.

  • View-through visitors came to your website after seeing one of your ads.
  • Click-through visitors came to your website by clicking on one of your ads.

Pages viewed

This graph shows you how many pages your visitors are viewing while on your website.

As a rule of thumb, the more page views the better. It is a signal of visitors moving down the conversion funnel from being aware of your offering to considering it.

Time spent during initial visit

This graph shows how much time visitors are spending on your website during their initial visit.

Generally, a longer session means that the visitor is more engaged.


How to use this information

In combination, these graphs describe your Prospecting visitors functionally. How are visitors coming to my website? Once on my website, what are they doing?


Visitors from mobile or desktop

You want to see: Your strategy takes into consideration the devices that your visitors use.

Mobile traffic as a whole is on its way up. While mobile traffic often converts at a lower rate than desktop (mobile visitors are more likely on the go), that doesn’t mean that mobile traffic is less valuable. Every touch that a visitor has with your business is a step closer to a conversion, so make sure you’re not missing out on valuable touch points by adding mobile ads to your campaign.


Viewed or clicked

You want to see: Value of view-throughs.

When it comes to views or clicks, there is no one right way. What this graph is useful for is to help give you a better understanding of the value of views. Just because someone doesn’t click on your ad doesn’t mean that your ad didn’t have an impact on their subsequent conversion.


Pages viewed

You want to see: visitors are viewing two pages or more

This graph gives you more granular insight into your bounce rate. If your bounce rate is high, that means that many visitors are only viewing one page when they visit.

If average page views tend to be low, you’ll want to make sure that each of your pages is effectively conveying value to your visitor to engage them. Consider testing other pages of your website as landing pages to see if it makes any difference in engagement.


Time spent during initial visit

You want to see: Visitors are spending time on your website.

This graph gives you more granular insight into your bounce rate. If your bounce rate is high, that means that more visitors are spending less than one minute on your website when they visit.

What can you do to improve your website content and keep visitors on your website longer? Videos and other interactive media might help.


Demographics: who's seeing your prospecting ads?

Visitors by state or country

This graph shows you where your visitors are physically located when they visit your website.

  • If you choose US only (recommended if over 50% of your audience is from the US), we’ll break this down by state.
  • If your campaign is global, we’ll break this down by country.

General interests by website types

This graph describes the other types of websites your visitors have shown an interest in.

Additional demographic information for US-targeted campaigns**

Income levels

This graph shows you the distribution of income level among your visitors.

Education levels

This graph shows you the distribution of education level among your visitors.


How to use this information

Demographic data gives you descriptive information about your visitors. Where are they from? What are they interested in?


Visitors by state or country

Where are your visitors when they visit your website? Knowing where your visitors are located helps you focus your other campaigns (like retargeting) on the markets that matter.


General interests by website types

How much do you know about your audience? Prospecting is a tool that increases your pool of potential customers so don’t be surprised if you see interests that you previously did not expect from your potential customers. Tailoring your ad messaging to reflect the top interests of your visitor can help you capture and keep their attention.


Income and education levels**

Each of these alone may not give you much to work with, but the more detailed the picture you can paint about your visitors, the more accurately you will be able to capture your buyer persona.

What is a buyer persona? It is a representation of your ideal or most common customers. For example, is “Callie the CEO” conservative with what she spends? Or is she looking to invest big in your product? What is this visitor looking for when they engage with your business and how do you cater to these needs?

** US only

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