What does full-funnel success look like for a digital campaign?
Every digital campaign should have goals or KPIs that can be tracked and optimized toward. There are measurement opportunities along the way to help you determine what’s working and what’s not. When measuring the effectiveness of your native advertising, it’s important to bear the customer journey in mind in order to see results at every step.
The customer journey begins with awareness, moves to product consideration, and (hopefully) ends with conversions. Are your ads generating awareness? Good! Are you receiving a high number of clicks from a successful ad unit? Great! A consumer took an action on your site? Even better.
A conversion occurs when the user completes a specific action on your site, including:
Conversion tracking will allow you to evaluate campaign performance (if the KPI being measured is around CPA or number of conversions).
Conversion tracking also helps to set up stronger tactics. Creating audiences comprised of users who move through the conversion funnel but didn’t complete the final desired action allows you to set up retargeting campaigns for users with demonstrated interest in your product or service. Similarly, creating an audience consisting of users who have already converted, and excluding them from your future campaigns, reduces waste.
When making decisions about campaign optimizations, conversion tracking can be useful. For example, if you blindly turn off one or two pieces of creative as you’re optimizing and conversions aren’t being tracked, the wrong decision might be made.
How does conversion tracking work? A conversion pixel, or short piece of code, can be placed on your site to track the number of people who have completed a specific action – after first seeing or clicking on your ad.
DSPs provide options for conversion tracking. Basis, for example, allows you to easily track a number of different conversion types: