Question

Topic: E-Marketing

How Do You Analyse View-through Conversions?

Posted by pavel.tuchinsky on 3/29/2019 at 4:51 AM ET 250 Points
Dear community, would you please share your experience in accounting for view-through conversions from display and video ads? Do you think it is a viable metric for ad campaigns analysis? What attribution models do you use to make sense of view-through traffic? How would you prove the value of such data?

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RESPONSES

  • Posted by chiron34 on 3/30/2019 at 1:41 AM Member
    I am not personally engaged in ecommerce activities myself, but you might find some help with the issues you have raised here:

    https://www.bigcommerce.com/blog/ecommerce-metrics/#how-to-measure-ecommerc...
  • Posted by mgoodman on 3/30/2019 at 5:55 PM Moderator
    I would think it depends on how important these metrics are in your industry, how you get the conversions, and what your ultimate goal is. You don't want to expend more money and other resources measuring performance than the performance could possibly be worth.
  • Posted by pavel.tuchinsky on 4/1/2019 at 7:14 AM Author
    Thanks for the reply @chiron34, however, I didn't find any information on view-through conversion following the link you posted
  • Posted by pavel.tuchinsky on 4/8/2019 at 3:24 AM Author
    Dear MGoodman,

    Thanks for your comment, I think that it is difficult to overestimate the importance of correct conversion attribution for the e-commerce industry as a whole, the question is how representative is click-through data and to what extent it can be used to analyze user behavior and the path to conversion. The ultimate goal is to understand which chain of actions, traffic channels and display ads creatives are able to yield the best results and optimize ad campaigns accordingly. Taken that click-through data is available in google campaign manager and some other tools, the main resource you need is expertise - understanding of how to interpret the data that you are collecting. Therefore my question is what are the best practices of utilization of click-through data.
  • Posted by Shelley Ryan on 4/8/2019 at 10:13 AM Accepted
    Pavel, try visiting our Resources page...
    https://www.marketingprofs.com/resources/

    ...and use the filters on the left to narrow down your search. I'd start by choosing the Metrics & Measurement topic.
  • Posted by ira.chorna on 4/11/2019 at 1:07 AM Member
    Dear community, would you please share your experience in accounting for view-through conversions from display and video ads?
    Do you think it is a viable metric for ad campaigns analysis?
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