I was asked to provide a real world applications of how to use Activity Rate. I have done and built some killer examples for you! Let the media nerdiness begin!
For client site overview reports, I pull placement reports and calculate Activity Rate from that. Here’s an example of what it would look like. Obviously, there would be many more placements and sizes per site. Another thing to note here is that Activity Rate can only be compared by the same campaign. With this particular campaign, we placed tracking pixels on a TON of pages on the site, so in reality, the Activity Rate could be really high. In some placements, I have Activity Rates up to 500%, but for the purpose of this example, I used ones that I would aid in explaining its use.
“In the olden days,” we would look at Click Through Rate and Cost Per Click to measure the success of a campaign. Once we were able to attribute bookings to placements, we now look at Return on Ad Spend. But, of course, that’s if there are bookings. This is why I developed Activity Rate. Now, you can see that while the “news network using behavioral” targeting “Luxury Placement” is
actually driving more engaged people to the site than the other placement, even though their CTR is low and CPC is high. The “Family Placement” has the highest CTR, but those people aren’t diving deeper into the site and looking at lots of pages – actually, most are leaving in less than ten seconds from entering the site, as can be seen from the Post-Click Conversions column.
When optimizing a campaign, it is important to take a deeper dive to see what creative is working inside of a placement. This next chart takes the site’s placements and breaks it down by creative execution.
For the “Network using behaviorial” targeting, while the “Romance call to action 1” has a more efficient cost per click, the “Romance call to action 2” is has a higher Activity Rate. And in the “Endemic travel site” the “Luxury call to action 1” is driving more quality people than the “Family call to action 1.” My recommendation for optimization would be to stop running the family creative altogether because the audience that has high interest in the banner seems to not be engaging in the landing page. Or, if it is possible to make adjustments, my alternative recommendation would be to do some tweaks to the landing page that might encourage those people clicking to stay engaged with the site and look at more content.
Hope these sort of real world examples helped!