Conversion Analysis

Conversion Summary Report

The Conversion Summary Report provides a detailed view of campaign conversions, offering insights into how well campaigns are achieving desired outcomes across various dimensions, such as brand, campaign, device, and geo-targeting. This report builds on the existing Conversion Report, with additional filters to allow for more refined analysis.

This report is specifically helpful for users who need to monitor conversions across different segments and attributes, enabling data-driven optimizations.

The Conversion Report provides comprehensive insights into conversion events, allowing users to view specific details about each conversion. This report includes detailed information on the Device, IP Address, Geographic Location (Country, State, City), and unique identifiers for Campaign, Creative, and Placement. By examining these details, users can better understand the origins and specifics of each conversion, enabling more targeted campaign optimizations.

Conversion Details Fields

In the Conversion Report, users can view the following details for each conversion:

1. Device:

   • Description: Indicates the device type (e.g., laptop/desktop, mobile) from which the conversion was received.

   • Purpose: Helps users analyze performance across different device types, assisting in device-specific optimization strategies.

2. IP Address:

   • Description: Shows the IP address associated with each conversion event.

   • Purpose: Allows for tracking of unique IP addresses to identify potential user patterns or regions of high activity.

3. Country:

   • Description: Displays the country where the conversion occurred.

   • Purpose: Enables geographical analysis at the country level, allowing users to assess performance across different regions.

4. State:

   • Description: Shows the state or province associated with the conversion.

   • Purpose: Provides a more granular view within a country, aiding in regional targeting or bid adjustments.

5. City:

   • Description: Indicates the city where the conversion took place.

   • Purpose: Offers an even more detailed geographic breakdown, useful for hyper-local targeting and city-specific analysis.

6. Campaign ID (Ca_id):

   • Description: Unique identifier for the campaign that generated the conversion.

   • Purpose: Allows for tracking and analysis at the campaign level to determine which campaigns are driving the most conversions.

7. Creative ID (Cr_id):

   • Description: Unique identifier for the creative that led to the conversion.

   • Purpose: Helps in identifying high-performing creatives, enabling optimization of creative assets for improved conversion rates.

8. Placement ID (Pl_id):

   • Description: Unique identifier for the placement where the conversion occurred.

   • Purpose: Provides insight into which placements are most effective in driving conversions, and supporting placement-level optimization.

Conversion Analysis

Please Note: The date range selected in the report follows the GMT zone. Meaning, that all the numbers generated between 00:00 GMT to 24:00 GMT are shown against the selected date. The time range for different time zones can be different. For example, in IST, the numbers for a selected date are captured between 5:30 AM IST and to next day 5:30 AM IST.

Key Filters and Options

The report includes the following filter options, each with default settings and dependencies:

1. Brand

   • Description: Dropdown list of brands associated with the selected account.

   • Default Value: "ALL" (shows data across all brands).

2. Campaign

   • Description: Dropdown list of campaigns linked to the selected brand.

   • Default Value: "ALL" (shows data across all campaigns).

3. Strategy

   • Description: Dropdown list of strategies available within the selected brand.

   • Default Value: "ALL" (shows data across all strategies).

4. Device

   • Description: Dropdown for device type, allowing users to filter data by device (e.g., laptop/desktop or mobile).

   • Default Value: "ALL" (includes all device types).

5. Creative

   • Description: Dropdown list of creatives associated with the selected campaign.

   • Default Value: "ALL" (shows data across all creatives).

6. Ad Copy

   • Description: Dropdown for ad copies under the selected creative, allowing for detailed analysis by specific ad copy.

   • Default Value: "ALL" (shows data across all ad copies).

7. Placement

   • Description: Dropdown list of placements within the campaign.

   • Default Value: "ALL" (shows data across all placements).

8. Date Filter

   • Description: Date selection dropdown for filtering data by specific date ranges.

   • Default Value: Current date.

   • Details: Users can select any date up to the current date to view historical data.

Using the Conversion Summary Report

1. Accessing the Report:

   • Open the Conversion Summary Report from the analytics dashboard.

   • The report will display a familiar layout similar to the Conversion Report, with the added filtering options for customization.

2. Selecting Filters:

   • Start with the Brand and Campaign fields to filter data by specific campaigns.

   • Use additional filters such as Device, Geo, Creative, etc., to drill down further and refine the data shown.

3. Viewing Conversion Data:

   • The data will be displayed based on the filters applied, providing insights into conversion performance across selected attributes.

   • Users can see specific metrics such as conversion rates, cost per conversion, and total conversions, broken down by the selected filter criteria.

Best Practices

• Use Multiple Filters for Focused Analysis: Apply combinations of Brand, Campaign, Device, and Geo filters to analyze conversions in specific segments and pinpoint the best-performing elements.

• Compare Creatives and Ad Copies: Using the Creative and Ad Copy filters can help in assessing which creatives or ad copies are most effective in driving conversions.

• Monitor Conversions Across Devices: Filtering by Device allows for an understanding of how conversions differ between mobile and desktop audiences, which can guide device-specific bid and strategy adjustments.

Summary

The Conversion Summary Report provides a refined view of conversion performance, with additional filters that allow for detailed analysis by brand, campaign, device, geo, and more. This report enables users to focus on specific segments of their campaigns, helping to identify trends and make informed decisions that optimize conversion outcomes.

This targeted approach to conversion analysis ensures that campaigns are well-aligned with performance goals, driving meaningful results across various channels and segments.