The LeafLink's Advertising Insights Report provides daily ad campaign performance data.
Dig in to your data to benchmark and optimize conversion rates!
Let's start by learning how to navigate the interface.
This report has three main views, as you can see at the top of the report.
They are: Results Summary, Insights, and Results Details.
Tap each one to toggle between them.
By default you start on the Results Summary view.
At the top of the screen we have filters. Use them to see the data grouped by date, state, and ad placement.
Open the placement pull down menu to see the places in LeafLink where ads appear.
The naming convention is page-name-location-share-of-voice. (We're working on it.)
If you're running ad campaigns for more than one brand, select the brand name in the pull down menu. Lastly, you can change the date cut to show daily, weekly, monthly or yearly data.
The filters you select will update the KPI Summary visualizations.
Next, let's learn how to answer common questions with LeafLink Advertising Insights.
1. How is my ad campaign performing?
See your customer acquisition funnel KPIs on the Results Summary tab.
In the top row, we show you impressions, clicks, and Click Through Rate over time. The data visualization makes it easy to see how you're pacing month over month.
Interactivity alert! Hover your cursor over the visual to see more detail about a performance peak or valley.
2. Which ad units are driving sales?
On the Results Summary view, scroll down to the Creative Performance Details section. Learn which creative asset the buyer saw before they converted here. (LeafLink uses last touch attribution to report advertising campaign results.)
In the drill down menu, tap on placement name.
To the right of that, select the metric of interest. Quantify how many people the ad reached by selecting Impressions from the pull down menu.
The data visualization will show all the pages in LeafLink where the ads in the campaign were placed, and how many impressions each one earned. For example, if you have a display ad in the side bar of the Shop Brands page in LeafLink, you'll see that placement name in the X axis. The impression quantity is on the Y axis. So that's your top of funnel data.
Drill into your funnel by tapping on the Select Metric pull down menu. Tap on Attributed Orders Value to see how many purchase orders were placed immediately after seeing the ad on a page. The data visual will adjust to show that info.
Again the ad placement names are on the X axis, with the attributed order value sum on the Y axis.
Remember that LeafLink uses last touch attribution on a 30 day window. Your customer may have seen other ads that guided them through your funnel—from awareness through consideration and conversion—in the last 30 days. LeafLink attributes the conversion, aka the purchase order, to the last ad the customer saw before they purchased.
3. How many retailers have I reached vs converted?
In the main navigation menu up top, tap on Insights to find out. This view shows you a summary of how many retailers you've reached, engaged, and converted—in your target states.
See trends over time at a glance. Hover your cursor over the visual to see exact numbers over time. Scroll down to see who those retailers are.
4. Who are my new and re-engaged customers?
On the Insights view, scroll down to the New Customer Orders section to see a list of the retailers who ordered from you for the first time—after seeing an ad.
A Re-engaged customer has ordered from you before, more than 90 days ago. We'll detail the orders, so you can see which ones happened after seeing an ad in your campaign.
Now you have the lay of the land, and can use LeaLink Insights to optimize conversion rates.
Want a personalized growth consultation, or help designing an ad campaign? Your Account Manager can't wait to hear from you.