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Diving into Prospecting Conversion Insights

New to Prospecting?

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

 

Your Conversion Insights report is broken into three parts (Conversion Funnel, Campaign Trends, and Advanced Conversion Metrics) that work together to give you more insight into the conversion that occurred directly through your Prospecting campaign. Conversions that occurred with the assistance of your retargeting campaign(s) are not counted. To learn how to pull a Conversion Insights report, click here.

Quick note on attribution

Reports that use conversions to measure your campaign performance use attributed conversions, meaning that the final number has been adjusted by your Prospecting attribution window.

This is set at 30 days for both view-through and click-through conversions.

 

Conversion Funnel

The conversion rate on your dashboard tells you what proportion of users reached (with your Prospecting ad) ended up converting. But how close did everyone else get? Your Conversion Funnel report looks at your traffic over the past 30 days and breaks it down for you.

 

There are four stages that your Prospecting traffic moved through:

1. Reach: How many unique people did prospecting deliver an impression to?

2. New visitors: How many of the people reached ended up visiting your website

3. Engaged visitors: How many new visitors ended up demonstrating strong engagement with your website by viewing three pages or more?

4. Conversions: Ultimately, how many conversions occurred? Total conversions is the sum of attributed view-through (VTC) and click-through (CTC) conversions. 

As traffic moves through the funnel we report on the advanced rate, which is the percentage of the previous group that made it to the next stage. The end conversion rate (percentage) describes the number of conversions that you got out of the initial pool of unique users reached.

 

Campaign Trends

Attributed conversions over the last 30 days

This graph shows you how many conversions occurred each day over the past 30 days.

Cost per acquisition (CPA) over the last 30 days

This graph shows you the average cost of each conversion that your Prospecting campaign drove.

CPA = spend / conversions

 

How do I use this information?

 

Attributed Conversions over the Last 30 days

You want to see: a lot of conversions!

The number of conversions recorded is going to fluctuate day by day, but drastic ups or downs can be an indicator of additional market influences. For example, offering a promotion should drive up the number of conversions recorded significantly. If your offering is seasonal, you can expect that your conversions will be lower off-season.

 

CPA Over the Last 30 Days

 

You want to see: your CPA trend downward

As with conversion trends, you should expect to see small fluctuations in the relative cost per conversion day over day. It’s time to take a closer look when CPA fluctuates up or down more drastically. Have you made changes to your business or campaign that would influence decisions to buy? For example, if you increase spend it is natural to see CPA increase initially while your campaign adjusts.

 

Advanced Conversion Metrics

Your Conversion Timeline steps outside your attribution settings to provide you with a big picture understanding of when conversions occur. Being able to see how long it takes different visitors to convert after last contact with your campaign is generally really interesting (we think), but it can also help you assess if your attribution settings line up with actual conversion timelines.

1. From last ad impression before converting: Median amount to time it took your visitors to convert from the date the last impression they saw was served

2. On your site before converting: Median number of pages that visitors who converted viewed

3. From first visit before converting: How long it took the user to convert from the start of the session, i.e., when they landed on your website (The faster visitors are able to navigate around your website to convert, the better!)

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