So your DSP Campaign is live, congratulations! Now, the next step for us is to ensure that your campaign is performing well. To get a better understanding of performance, you can assess the metrics available in the Perpetua App.
The default setting on the DSP reporting dashboard shows the following metrics: Attributed Sales, Spend, ROAS and Purchases. Beyond these metrics, you have access to other metrics that are also helpful in evaluating the success of your campaign.
To access these metrics, simply hit x on any of the default metrics currently displayed, hit Add Metric to access the following data points and click the + button to add them on the dashboard:
Reporting Dashboard Granularity
As a software company, we put a major emphasis in developing a complex and useful reporting dashboard for our clients. Surfacing granular insights will give us visibility on areas that are working well and areas that need to be optimized. On the DSP reporting dashboard, we can see performance aggregated by Goals, Target Markets, Products, Destinations, Line Items and even down to the Creative Level.
From the image above, you can select these categories of interest and see the elements under these categories and how they are performing. Furthermore, you can also do a drill-down per aggregate and understand performance on a more granular level. One category of interest that we can make optimizations and adjustments on are Target Markets. These segments are grouped into their placement in the full sales funnel. The next sub-sections will explain how we can evaluate these segments so we can get a good grasp of campaign performance.
Evaluating Mid to Upper Funnel Performance
The goal of In Market, Contextual Targeting, and Competitor Conquesting is to increase the number of people that are exposed to your product. Once they've been exposed, they go down to the bottom funnel where we can re-engage them with our retargeting strategy.
Mid to upper funnel audience will likely not convert right away - because of this, you will see a low ROAS for these markets. The measure of success for the upper funnel is increase in exposure, engagement, cost-effectiveness and convertibility.
- Impression quantifies exposure of your display ads and denotes how many times it has been seen
- CTR measures users' interest and engagement with your display ads
- DVPR measures a deeper level of interest that the users want more information about your product.
- eCPDPV measures the efficiency in cost for these valuable DPV's that denote product interest
Key takeaway for upper funnel performance assessment is to not focus so much on ROAS as this can be a misleading indicator of the effectiveness of our upper funnel strategy.
Evaluating Bottom Funnel Performance
The target markets included here are Retargeting, and Lapsed Purchasers segments. As previously mentioned in your DSP onboarding call, in terms of ROAS we will get quick wins on these segments as consumers in these pools are looking to make a purchase. It's important to have a healthy ROAS for these markets but we also have to look at other metrics to fully assess performance and have a better understanding of the campaign's full picture.
- % NTB purchasers in the lower funnel measures the effectiveness of our upper funnel strategy. If we have high % NTB purchasers, that means we've chosen the correct markets to target as users in these pools converted upon retargeting.
- CTR in bottom funnel markets also denotes valuable product interest. After the user has viewed the product (from an upper funnel ad), user is interested enough in the product again that they clicked upon being retargeted.
- eCPC allows us to make a reasonable comparison in DSP ad spend with your sponsored ad spend (key word searches display high intent and bottom funnel behaviour)
- Purchase Clicks and Purchase Views both allow us to see attribution in sales in terms of where the DSP campaign is influencing and generating purchases in these retargeting pools.
Evaluating DSP Campaign Overall
To compare base metrics like attributed sales, spend and ACOS with your other advertising channels, go to Account Overview and quickly glance at how your DSP campaign is performing compared to sponsored products, sponsored brands and sponsored display.
In Perpetua's new Sales tab feature, we're able to see attributed sales and organic sales on the same dashboard. This is very helpful because when you run your DSP campaign, you want to make sure you're not canibbalizing your organic sales. The way to check this is by looking at your blended ACOS, which takes into account organic sales and ensuring that your sales growth is showing an incremental increase.
In this feature, we can also see all the sales channel for your account: Total Attributed Sales, Organic Sales, Sponsored Sales and DSP Sales. This allows us to compare returns from various sales channels
Perpetua's reporting dashboard is robust in nature and has a solid degree of data granularity. These metrics allow us to visibly see campaign performance in real time so that you're not left in the dark while your ad dollars are being spent. If you have any more questions regarding your DSP campaign's performance, don't hesitate to reach out to your account manager.
Attributed Sales - The total value of products sold attributed to your ads
Spend - The total budget for your ads
ROAS - the ratio of attributed sales vs Spend.
Purchases - The number of times promoted products are included in a purchase event
Impressions - The number of times the ads were displayed
eCPM - Total cost per thousand impressions
Clicks - The number of times your ads were clicked
Click Through Rate - The ratio of clicks to impressions
eCPC - The amount of money paid per click-through
DPV - The number of views on the advertised product's detail pages on Amazon
DVPR - The number of detailed page view conversions relative to ad impressions. DVPR = DPV/Impressions
Purchase Rate - The number of Purchases relative to Impressions. Purchase Rate = Purchases/Impressions
Purchase Clicks - The number of purchased conversions attributed to the ad click-through
Purchase Views - The number of purchased conversions attributed to the ad impressions
New to Brand Purchases - The number of first time purchases for promoted products within one-year
Units sold - The total quantity of promoted products purchased
The following metrics below can't be viewed on the dashboard but are available when you export the csv report of your campaign:
DPV Views - The number of detail page view conversions attributed to ad impressions
DPV Clicks - The number of detail page view conversions attributed to ad click-throughs
eCPDPV - The average cost to acquire a detail page view conversion. eCPDPV = Total cost / DPV
eCPP - The average cost to acquire a purchase. eCPP = Total cost / Purchases
eCPSNSS - The average cost to acquire a Subscribe & Save subscription. eCPSnSS = Total cost / SnSS
eRPM - The average revenue generated per thousand impressions. eRPM = Sales / (Impressions / 1000)
Measurable Impressions - Number of impressions that were measured for viewability
Measurable Rate - Measurable impressions / total impressions
NTB eCPP - The average cost to acquire a new-to-brand purchase for promoted products. New-to-brand CPP = Total cost / New-to-brand purchases
NTB Purchase Rate - The number of new-to-brand purchases for promoted products relative to the number of ad impressions. New-to-brand purchase rate = New-to-brand purchases / Impressions
NTB Purchases - The number of first-time purchases for promoted products within the brand over a one-year lookback window
NTB Purchase Clicks - The number of new-to-brand purchases for promoted products attributed to ad click-throughs
NTB Purchase Views - The number of new-to-brand purchases for promoted products attributed to ad impressions. Purchases include Subscribe & Save subscriptions and video rentals.
SNSS - The number of new Subscribe & Save subscriptions attributed to a view or click on an ad. This count does not include orders of the ASIN(s) from replenishment subscription orders. New subscriptions are also included in the Purchase count.
SNSS Clicks - The number of Subscribe & Save subscriptions attributed to ad click-throughs.
SNSS Rate - The number of Subscribe & Save subscriptions relative to the number of impressions. SnSSR = SnSS / Impressions
SNSS Views - The number of Subscribe & Save subscriptions attributed to ad impressions.
Viewable Impressions - Based on MRC standard, the number of times an ad was viewed by customers. An ad is counted as 'viewable' when atleast 50% of the ad shows on screen for one second or longer for display ads and two seconds or longer for video ads.
Viewability Rate - Viewable impressions / measurable impressions.