Evaluate advertising campaigns

Use our score to analyze advertising data.

Campaign data can be confusing and hard to understand. NS8 can help you easily identify successful advertising campaigns and campaigns that you should change or stop. Bad campaigns can have lots of bots, fraudsters, and ads that aren’t displayed correctly. We can single out these factors and determine which campaigns are performing well with a high return on investment (ROI).

To learn more about advertising fraud and how it happens, go to Case studies and customer stories.

Evaluate campaigns

To evaluate the quality of your website traffic and ad campaigns, use the Suspicious Sessions and Campaign Activity pages. You can also monitor the quality of your site's visitors. To find your lowest-scoring campaigns, go to Lowest quality campaigns.

Campaign performance indicators

Our score

Our score shows the quality of the traffic that’s driven to your website. It captures individual sessions and the average for any ad campaign. If your campaign has a low score, do more research to find why it’s performing poorly. Then decide how to proceed.

Financial impact

You can assess the financial impact of an advertising campaign. To add information about the revenue, order count, and conversion rate for a campaign, customize columns. It is also important to evaluate the relationship between suspicious or canceled orders and their corresponding campaigns. For example, you might find a high percentage of fraudulent purchases were tied to a specific campaign, which indicates a major issue. After you identify this trend, dig deeper into the campaign's performance to decide if you want to make changes or discontinue the campaign.

Session volume

It’s useful to evaluate the total number of sessions that each campaign generates. This includes the overall quality and number of new users. You can determine session quality by using the score, bounce rate, and page view attributes. Other attributes, like new users and new user rate, help you understand what part of campaign-generated traffic is comprised of repeat visitors versus new visitors. Conversion rate statistics reveal the total amount of sales generated compared to the total session volume.

Advanced indicators

Our default views are a great place to start when evaluating the quality of your campaigns. For detailed information, add more attributes as described in the Financial impact section. The following attributes can help.

Bounces and bounce rate

These attributes reveal the number of visitors who view your website for a short period of time and quickly leave. This can indicate non-human traffic or low-quality visitors. Bounces are the number of individual visitors who leave your site. The bounce rate is the percentage of visitors who exhibit this behavior.

Conversion rate

This attribute reveals the percent of total site visitors who make a purchase. This is also known as a conversion. Though a high conversion rate may seem to indicate a successful campaign, this statistic doesn't tell the whole story. Also, examine the quality of the orders placed by a given campaign to determine the real ROI after suspicious orders are removed. Low-quality conversions can yield fraud and chargebacks, which can hurt your store's income and reputation.

New users and new user rate

These attributes reveal the sessions that are from users who have not been identified as previous visitors. New users are the number of individual first-time visitors. The new user rate provides this statistic as a percentage of the total number of all visits. Note: These statistics can be affected when a user changes from one device to another. The user might not be identified as the same person. For example, a user goes from a phone to a computer.

Order count

This attribute reveals the total number of orders associated with a campaign, including suspicious orders. Like the conversion rate, a higher-order count might not be a good thing if those orders result in chargebacks or fraud.

Revenue

This attribute reveals the combined dollar value of orders associated with a campaign. When you look at revenue with order count, they give you more information about how many orders customers are placing and the average size of each order.

With our wide variety of statistics, you may find other attributes that help you understand your store's overall performance. Experiment with different data field combinations to evaluate your business, boost your sales, and enhance the way that you use our platform.