Campaign data can be confusing and difficult to understand. One of the benefits of NS8 Protect, however, is the ability to easily identify advertising campaigns that need to be adjusted or stopped altogether. Campaigns are often plagued by bots, non-human traffic, and improperly displayed ads. NS8 Protect helps you easily identify campaigns that are performing well with a high ROI.
To understand more about advertising fraud in general, you can visit NS8U.
Evaluating Campaigns using NS8 Protect
There are two screens you will use to evaluate your advertising campaigns: Suspicious Sessions and Campaigns. You can also find your lowest-scoring campaigns using the Lowest Quality Campaigns Card. Each session on your website coming from a campaign will be analyzed and assigned an EQ8 Score as well as an appropriate risk factor. These are then compiled into a single EQ8 Score for the each campaign. By using these numbers and some additional information, you can identify which campaigns are associated with low-quality traffic and which have the best conversion rates.
Indicators of Campaign Performance
- The EQ8 Score - This score will reflect the quality of the traffic driven to your website by a campaign. Campaigns with a low average EQ8 Score will need to be researched to identify the cause of the low score and how to proceed with the campaign.
- Financial Impact - By using the Revenue, Orders, and Conversion fields in relation to campaigns, you can assess the financial value of a campaign. It is important to evaluate the relationship between suspect & cancelled orders and the campaigns that the orders were attributed too. For example, you may find a high percentage of fraudulent purchases were related to a specific campaign. After identifying this trend, you can dig deeper into the campaign's performance to determine if changes need to be made or if the campaign should be discontinued.
- Session Volume - The number of sessions that a campaign generates is also important in campaign evaluation. Along with session volume, there are other attributes like quality, new users, and conversion rates that should be reviewed. Session quality can be identified using the EQ8 Score, bounce rate, and page views attributes. The New Users and New User Rate fields will allow you to understand how much of the traffic a campaign generated was repeat visitors vs. new ones. Conversion rates will also show an amount of sales in comparison to session volume.
The default views on the campaign screens in NS8 Protect are a great start to viewing the quality of your campaigns. As you begin to dig deeper, there are a number of fields that can be added to any screen to reveal more details as described above.
- Bounce - Visitors who quickly view your website and leave. This can be an indicator of non-human traffic or low quality visitors.
- Conversion Rate - The percentage of users that converted to sales. But remember: This doesn't tell the whole story. As stated above, it is best practice to review the quality of the orders placed by campaign traffic on the Suspect Orders screen to determine the real ROI after suspect orders are removed.
- New User - Indicates that a session was from a user not previously identified as visiting your website. New User Rate shows new users as a percentage of a campaign's traffic. Note: A user that switches from a computer to mobile device or the reverse may not be identified as the same user dependent on their behavior and technology setup.
- Orders - Indicates the number of orders assigned to a campaign. This includes suspect orders.
- Revenue - Indicates the dollar value of the orders attributed to a campaign.
With over 180 tracked attributes, you may find other fields that benefit your business and enhance your use of NS8 Protect. Because changes are easy to make, you can experiment with adding attributes to your evaluation and see what the results bring, in order to find the right fit for you.