13
Sep
2019

Do You Know What You Are Really Getting with Your Digital Ad Buys?

09/13/2019

At the end of the day, what matters to advertisers is ROI. So, when an advertiser asks, “What am I really getting with my digital ad buys?”, they expect answers. Marketers want to know that their campaigns are making a splash, and that they are driving brand awareness, in-store visits, and all-around ROI. Enter Simpli.fi. Today, online-to-offline attribution is the real proof point of digital. And luckily for advertisers, Simpli.fi has the industry-leading solution to foot traffic attribution in the form of our Geo-Conversion Lift reporting.

 

Geo-Conversion Lift Explained

Simpli.fi’s Geo-Fencing technology plays an integral role in powering our Geo-Conversion Lift capabilities. Using latitude and longitude data, advertisers can target specific geographic areas with unprecedented precision and scalability. When combined with Conversion Zones, advertisers can track what amount of physical traffic at their location has previously seen the advertiser’s ad. The Conversion Zone recognizes the user and attributes their visit as an offline conversion.

Simpli.fi’s Geo-Conversion Lift takes attribution reporting one step further, giving advertisers valuable understanding and insights into determining which foot traffic was naturally converted vs. influenced by an ad. Using the Geo-Conversion Lift Dashboards within Simpli.fi’s Reporting and Analytics center, advertisers can effectively and accurately analyze their Geo-Fencing campaigns in how they are driving traffic to their Conversion Zones thanks to over 20+ valuable metrics.

Granular Metrics for Deeper Insights Into Attribution
With Geo-Conversion Lift, advertisers have access to a variety of key metrics:

GEO-CONVERSION LIFT*
Percentage difference in Campaign Conversion Rate vs. Natural Conversion Rate.

New User Conversion Lift*
The campaign conversion lift with repeat converters excluded.

Natural Users
The total daily unique users who were seen in the target fences of the campaign(s) but were not served an ad.

Natural Converters
Users who have been detected in a target zone, and then detected in a conversion zone within the number of days designated in the conversion attribution settings for that campaign, regardless of having been served an ad or not.

New Natural Converters
Natural Converters who have not visited a conversion fence in the last 30 days.

Natural Days to Convert
The average number of days it takes users, whether they’ve been served an ad or not, to go from a target zone to the conversion zone.

Natural Conversion Rate*
The percentage of users that have been detected in a target zone, not served an ad, and then detected in a conversion zone for the same campaign.

Natural Conversion Rate*
The percentage of users that have been detected in a target zone, not served an ad, and then detected in a conversion zone for the same campaign.

Campaign Users
Total daily unique users who were seen in the target fences of the campaign(s) and then served an ad.

Campaign Converters
Users who have been detected in a target zone, served an ad, and then detected in a conversion zone within the number of days designated in the conversion attribution settings for that campaign.

New Campaign Converters
Campaign Converters who have not visited a conversion fence in the last 30 days.

Campaign Days to Convert
The average number of days it takes users who were served an ad to go from a target zone to the conversion zone.

Campaign Conversion Rate*
The percentage of users who were detected in a target zone, were then served an ad, and then were detected in a conversion zone for the same campaign.

* With breakouts of daily new and repeat users to further increase transparency of conversion metrics.

Additional reporting metrics accessible through the Geo-Conversion Lift Dashboards include: Impressions, Total Spend, Clicks, View Through Visits, Click Through Visits, Total Visit Rate (TVR), Cost Per Visit (CPV), Daily Visits, Daily Total Conversion Zone Visits, and more.

 

A Better Way to Measure Performance

Geo-Conversion Lift gives advertisers some significant advantages when it comes to analyzing their location-based marketing efforts. Crucially, advertisers can determine what percentage of visitor conversions can be attributed to their digital advertising campaigns (i.e. what amount of foot traffic were natural conversions vs. campaign conversions).

And, as a cherry on top, Simpli.fi can measure visits without using panels because of our massive volume of actual (not derived) GPS data. Advertisers of all sizes want deeper insights into the effectiveness of their advertising campaigns. We are thrilled to offer these lift metrics for campaigns of all sizes, not just large national buys.

Thanks to the Geo-Conversion Lift reporting metrics, advertisers can analyze campaigns at an incredibly granular level. This includes the ability to measure actual visits, visitation rate, and days to convert between target zones and conversion zones as compared to natural visits, natural visitations rate, and natural days to converts. A weighted CPV can also be determined based on Geo-Conversion Lift findings.

Advertisers can further break it down by measuring the difference between mobile users seen visiting the conversion zone once in the last 30 days as compared to mobile users who have visited more than once. This allows for the measurement of New Campaign Converters vs. Repeat Campaign Converters, and lets you filter out repeat visitors such as employees, vendors, service providers, and even the mailman!

Want a quick walk-through of our Geo-Conversion Lift reporting capabilities with a Simpli.fi expert? Check out this LPS19 video session here.
 
Ready to attribute an ROI to your digital ad buys? Take advantage of our Geo-Conversion Lift reporting today to gain valuable insights into the impact your campaigns are having on your bottom line. Reach out to us at hi@simpli.fi to learn more.