You're not using view-based conversions to evaluate your online media campaigns? Why? Five steps to determine how well they help a campaign.
View-based conversions are conversions tracked based on whether a Web surfer has seen (but not necessarily clicked on) a particular ad banner before going to the Web site promoted on that banner. If you're not using them to evaluate your online media campaigns, why not?
If you don't use them, you're not alone. Our ad-serving providers tell me a majority of online advertisers still don't consider view-based conversions. As a result, advertisers dramatically underreport campaign performance.
I've heard the rationales against considering view-based conversions. Some say it doesn't make sense to attribute to an ad unit a conversion that occurs 72 hours after ad exposure, for instance. Some believe it's unlikely the exposure directly influenced the customer to convert.
Others think view-based conversions are invalid because of "outside noise," the idea that advertising in TV, radio, and/or print influenced the conversion in combination with online. Well... perhaps.
View-based conversions are valid. Check out DoubleClick's study on them, or Atlas DMT's or Advertising.com's. Here's how to determine the percentage of view-based conversions that should be attributed to your campaign (similar to how these studies did):
Depending on what you're trying to learn and how granularly you're trying to mine the data, you'll need varying sample sizes. Work with your ad-serving partner or an ad network to help ensure you have a statistically sound test.
Get a test going. You'll find your campaigns are performing much better than you've been able to demonstrate in the past. You may also find placements you've eliminated through your previous optimization efforts are actually worth reincorporating into your plans.
If you do run a test, I'd love to hear about your results and the conversion factors you come up with. Me, I can't wait until measuring campaigns in this way is the rule rather than the exception.
Pete is off this week. Today's column ran earlier on ClickZ.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT