Using transformation index to evaluate advertising effect accurately

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The key to accurate analysis of advertising effectiveness is:

1, for each advertising channel, statistical access and browse volume, but this kind of data is basically the same as the data provided by the advertising provider, can not be used to comprehensively measure the effect of advertising.

2, for each advertising channel, analysis of the depth of each visit, it reflects the advertising content and the main website of the relationship between the degree of adhesion.

3, for each advertising channel, analysis two jump. The second hop volume can be proportional to the number of visits, but the two jump rate is different. The size of the second hop rate can measure the extent to which the ads are invalid clicks and malicious clicks. The greater the second jump rate, the better the advertising effect, and the main advertising site can retain visitors. If the number of access to advertising channels is very large, but the two jump rate is very small, in the final analysis: first, the ads invalid clicks or malicious clicks serious; second, The Advertiser's website is not attractive to visitors, resulting in serious loss of customers.

All of the above parameters can be measured from a certain point of view of the effectiveness of the advertisement, but these parameters have a common denominator, that is, they are not advertisers direct income, they and advertisers direct income is not directly linked, and may even be inversely proportional. As advertisers, worry mainly lies in an input-output ratio of the concerns, the ads can give advertisers to bring the benefits of advertisers are generally concerned about the issue.

Once launched the auction advertisement, and use the third party website traffic Statistic tool Adpower to monitor the effect of the bidding advertisement. Bidding advertising for a period of time, from the Google Analysis report, if the simple to show the number of clicks as the indicator, to 1th this day as the benchmark, then to 8th the 8-day advertising effect is quite good.

Advertisers expect ads to bring visitors to their own site to carry out some kind of valuable behavior, such as the number of registrations, recharge, download, installation, purchase volume, login times, these actions can bring direct benefits to advertisers, this is the original intention of advertising advertisers. The advantage of selecting Adpower as a third-party statistic tool is that it is not simply the number of clicks, the basic flow information, etc., and the transformation data is used as an important index to measure the effect of advertisement. Through the page flow analysis, I can even find out where the visitor has transformed and brought me benefits. These statistics are not available to advertisers, and can only be relied on by third party Web site statistics.

Adpower statistical data We mainly look at the number of conversions and conversion rates, and other indicators, these data more intuitive reflects the advertisers to put the actual revenue ads. Analysis of the data can be seen in the number of visits and the arrival of thousands of cases and the number of conversions is only dozens of, can not be denied that the ads to the site to bring visitors, bring the flow, but to bring the actual benefits to advertisers is very little, in the author is directly reflected in the number of users to

Back to the data provided by the advertising service providers, combined with the data provided by the third party, each brought us a registered user, the average cost down about 40 to 50 yuan, the cost is high staggering. Conversion rate has always been an important indicator of the effectiveness of advertising, compared with the high arrival rate is low poor conversion. The average conversion rate of 2% is rather poor, as is the case with the Adpower data.

For the advertising effect, the data from the advertising service providers, because the limitations of the indicators can not accurately measure the effectiveness of advertising good and bad. Third-party advertising effect monitoring is the inevitable choice of advertisers and should have a choice, which is to understand the advertising and improve the effectiveness of the promotion is a great help.