Recently one of our clients had some questions about a banner campaign they ran with a partner. Their numbers weren’t lining up for them and they wanted us to evaluate them. Below is the problem witnessed and the explanation for the confusion.
Here is the conclusion:
The report from the partner (pictured below) shows the number of impressions on their site ‘ad server impressions’ and total clicks ‘Ad server clicks,’ this means every click they have is counted and displayed. With ad servers its better for them to show the biggest numbers (this is a better selling point for marketers) so that is why their report shows 52,099 clicks.
Next we can look at GA’s campaign tracking you set up (pictured below titled “visits”). This measures the visits from the partners site, as defined by Google, visits means:
A visit is a group of interactions that take place on your website within a given time frame. For example a single visit can contain multiple pageviews, events, social interactions, custom variables, and e-commerce transactions.
read more here. So, basically you will always have less visits then Pageviews.
Finally, when we look at the actual landing page you set up, that the partner site sent the traffic to we can see the Pageviews (pictured below and titled “pageviews”). Pageviews as defined by Google are:
Pageviews is the total number of pages viewed. Repeated views of a single page are counted.
So this means the pageviews should closely resemble ‘Ad server clicks’. It makes sense you have some loss from ‘Ad server clicks’ to ‘Pageviews’ users can click the banner then hit back or close browser before landing on your page and before GA has the ability to track the Pageview.
In regard to sales…
Ecommerce Conversion Rate is the percentage of visits that resulted in an e-commerce transaction.
Key word here is ‘visits’ basically if users came from your partner site and bought something it was recorded because it would have been during the visitors session on your website. So unfortunately you saw very low conversion…with your current conversion rate, you should have seen more sales. That’s 30,120 visits times (x) your conversion rate. This source of traffic is good and you should work on conversion optimization to get sales from this campaign. This just involves lots of testing and tweaking on both ends. You should not expect any of these campaigns to turn a profit on first try. This is where testing comes into play!
If you would like WMD to help you with conversion optimization contact us today!