By: Cortland J. Fondon
Marketers are always looking for ways to understand their programmatic advertising campaigns to a much larger extent than they already do. It’s important to track all parts of the sales funnel – from the moment the customer decides to buy a particular type of product to the moment they actually complete the sale – to learn more about customer behaviors, buying patterns and more. There are a few key mid funnel metrics in particular that can shed additional light on automatic advertising campaigns and can help future strategies develop and unfold.
Cost Per New Visitor
As its name suggests, the “cost per new visitor” metric tells you exactly how much money was spent on marketing to get one new visitor to a particular site. It’s important to understand that “new” is being defined as “unique.” If the same customer visits the same site twice, for example, they are only counted as a new and unique visitor one time. This metric is calculated by taking the total marketing costs aimed at acquisition and dividing it by the total number of unique visitors that a site received.
Page View Lift
Page view lift is a mid-funnel metric that is most relevant when display ad campaigns are running. During these ad campaigns, marketers should naturally start to see those potential customers who are being targeted viewing more of the websites that are a part of the campaign in the first place. Page view lift is one of those metrics that should always be as high as possible, as that signifies that a campaign is successful. If the page view lift number for a particular campaign is constantly decreasing, it is a strong sign that you need to either improve the quality of your campaign or start refocusing your actions through more effective channels.
Web Form Lift
Web form lift and page view lift are very similar concepts, though they do track two completely different things. As previously stated, page view lift tracks the total number of website related to a campaign that target users are viewing while that campaign is running. Web form lift, on the other hand, tracks the total number of forms that potential customers are filling out at the same time.
Customers may choose to fill out web forms for a variety of different reasons. For starters, doing so may be the only way to get some type of digital product that they’re after. Maybe they are trying to download a white paper to learn more about a particular item, for example, or they want to watch a streaming video clip that will provide them with helpful information. Maybe they were inspired by a skillfully designed call to action. Whatever the reason, the web form lift metric is another way to tell just how effective your campaign is. The higher this particular number is going, the more effective your campaign is at really connecting with your target audience and influencing the decisions that they’re making or will make.