Understanding the Ads Report

  1. Overview
  2. Ad Group / Creative / Account Table
  3. What to Look For

Overview

The Ads Report provides insight into traditional ad metrics for your ad campaigns. These metrics includes impressions, spend, CTR, clicks, and viewthroughs. This is most useful for monitoring and optimizing your ad campaigns.

To open the Ads Report, navigate to the "Metrics" tab in Triblio and click "Ads Report"

Triblio Tip

  • Use the Ads Report alongside the Ads Account Lift Report and the Funnel Impact Report to get a full view of effect ads are having on your target accounts. The Ads Report is good at answering questions like "how much has each of my ad groups spent over the past week?" or "are impressions trending up or down for this ad campaign?" The other two reports provide clearer answers to questions like "what impact are ads having on my business?"

Here are definitions for the metrics listed in the summary at the top of the Ads report:

  • Spend: The total amount of spend for all ad groups over the set date range.
  • CPM: The calculated cost per 1,000 impressions for all ad groups over the set date range.
  • Impressions: The number of served ad impressions by all ad groups over the set date range.
  • Clicks: The number of clicks generated by the ad impressions for all ad groups over the set date range.
  • CTR: The rate at which the ad impressions converted to clicks for all ad groups over the set date range.
  • Viewthroughs: The number of people who saw an ad impression and then navigated to your website without clicking on an ad within a 24 hours for all ad groups over the set date range.

Ad Group / Creative / Account Table

At the bottom of the Ads Report, you will find a table with additional info for ad groups, creatives, and accounts.

Note: You can click the "Download CSV" button on the bottom right to export the current view of this table.

Here are definitions for the metrics listed on the 'Ad Groups' and 'Creatives' tabs:

  • Impressions: The number of served ad impressions for each ad group over the set date range.
  • Clicks: The number of clicks generated by ad impressions for each ad group over the set date range.
  • CTR: The rate at which the ad impressions converted to clicks for each ad group over the set date range.
  • Viewthroughs: The number of people who saw an ad impression and then navigated to your website without clicking on an ad within a 24 hours for each ad group over the set date range.
  • VTR: The rate at which the ad impressions converted to viewthroughs for each ad group over the set date range.
  • CPM: The calculated cost per 1,000 impressions for each ad group over the set date range.
  • CPC*: The calculated cost per each click for each ad group over the set date range.
  • Spend: The total amount of spend for each ad group over the set date range.

Here are definitions for the metrics listed on the 'Accounts' tab:

  • Reach: This is a score of the quality of your reach at the given account. The score ranges from 0-10, 0 meaning no reach and 10 meaning excellent reach.
    • This metric calculates the employee range of the account, the number of people you are able to get ads in front of from that account, and the frequency of which you are able to get ads in front of them to give you visibility into how effectively you are nurturing the account.
  • Ad Engagements: This is a rollup of all the clicks and viewthroughs generated by the given account.
  • Smart Score: This metric shows the trend of engagement from a given account compared to their baseline of engagement. The score ranges from 50-100. A score of 50 means that the account's engagements are equal to their baseline. Every point above 50 shows a spike in the account's engagements above their baseline.

Previously Targeted

  • What is the Previously Targeted Accounts tab?
    • You can use this tab if you are using dynamic audience lists (such as an audience keying off of a Salesforce criteria). We dynamically update ad audiences on a weekly basis which will result in a shift in the accounts in the current audience (which is what we use to filter the content for the given report). You can use this tab to see which accounts have moved out of the audience since the start of the campaign and what metrics we have tracked for them.

What to Look For

The ads report gives you a both a high level view of how your ads are doing and a more narrow look at how individual campaigns are performing.

  • In the top spend graph, look for a plateau in daily ad spend on the overall or campaign level:
    • This can be a sign that there is more potential for reach within the accounts you are targeting. This will often be associated with a lower CPM due to the scale of the inventory available. In order to 
  • In the bottom Ad Groups table, look for ad groups that are seeing a lot of ad clicks and viewthroughs:
    • This will show you which ad groups are performing best on the ads side of things. This can signal which accounts to dig into further to assess their overall engagement.
  • In the bottom Creatives table, look for the creatives that are delivering the strongest CTR or VTR:
    • This could tell you which creatives are performing the best. You should let creatives serve for at least 3 weeks before you start removing/optimizing the creatives. At that point, if there are underperforming creatives/sizes, you can deactivate them on the corresponding ad group level.
  • In the bottom Accounts table, look for accounts that have a high Reach score, Ad Engagements, or Smart Score:
    • This will highlight which accounts are engaging at the highest rate and will accent which accounts to dig into further.
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