Changes will go live on July 9th, 2019
What is a Conversion?
A campaign conversion represents an individual breadcrumb (activity) that satisfies the following requirements:
- The breadcrumb matches a Goal in the campaign. For instance, if a campaign has a Goal that a person has to view a page at the url https://myevent.com/register/thank-you.html and the breadcrumb is a page view from that url, it satisfies this requirement.
- The person that made the breadcrumb was in some way influenced by the campaign before the breadcrumb was made. In other words, the person has to have seen or clicked on an ad from the campaign before this crumb was made. This means that Feathr tracks and reports view-through as well as click-through conversions.
Each conversion is attributed to campaigns that the person saw or clicked on before converting according to six attribution models. This means that each campaign the person interacted with gets a portion of the credit for the conversion, up to full credit, depending on the attribution model. *The default model in Flights is Linear Attribution.
- First Touch: Only the first campaign the person saw or clicked on gets credit for the conversion.
- Last Touch: Only the last campaign the person saw or clicked on gets credit for the conversion.
- *Linear: Credit is evenly distributed among the campaigns that lead to the conversion. This is the default model in Flights.
- Positional: The first and last campaigns the person saw or clicked on each get 40% of the credit for the conversion. The remaining campaigns in the middle share the remaining 20% of the credit.
- Time Decay: Last Campaign gets the most credit, the second to last campaign gets a little less, third gets a little bit less than that, and so on (please rewrite this so it makes more sense).
- Full: All campaigns that contributed to the campaign receive full credit for the conversion. This means that ROI values summed across campaigns that share similar Goals will be inflated, so use of this attribution model is not recommended for most use cases. Full attribution is the only attribution model in the Legacy app. It is included in the Flights app for ease of transition.
How are Campaign Conversions Reported?
The Conversion number on the Campaign detail page and in exported Campaign reports is the total number of breadcrumbs that satisfy these conditions. One Person can convert for a single Campaign multiple times (this is a new change, previously a person could only convert for a campaign one time, and subsequent conversion breadcrumbs were effectively ignored). The default attribution model in Flights is Linear.
The number of unique people who have converted for a campaign is shown as the Unique Conversions number.
The estimated ROI for your campaign is derived from the attribution of this campaign's conversions according to the chosen attribution model combined with the value of the Goals the conversion matches. For example, if a campaign has one conversion which matches two Goals, one of which is worth $10 and the other worth $20, and the campaign has 50% of the credit for the conversion, the ROI for the campaign will be 0.5 * $10 + 0.5 * $20 = $15.
The number of conversions and unique conversions, as well as your ROI may vary with the chosen attribution model. In the legacy Feathr app, all conversions are reported with Full attribution. In the new app you can choose what Attribution Model you want to use in your reporting.
A list of all conversions for a campaign is available in the Conversion Table section of the Campaign detail page.
Conversion Table columns:
- Date - The date conversion breadcrumb was made.
- Name - With Feathr CRM integration, this will show the real name and external id for the person who made the conversion breadcrumb, if available. Otherwise this shows the placeholder "bird name" of that person. This column is called "Person" in the old app.
- Sources/Targeted Segments - This column is only available for Retargeting campaigns. It shows a list of targeted segments that the person who made the conversion breadcrumb was in when they converted. In the Legacy Feathr app it is called Targeted Segments, while in the Flights app it is referred to as the Sources column.
- Goals - A list of the goals that this breadcrumb matches such that it represents a conversion.
- Value - The monetary value of the conversion according to the goals that it matches and the chosen attribution model. For instance, if this campaign only has 50% credit for this conversion according to the attribution model and the Goal has a value of $100, this column will show "$50". Only available in the Flights app.
- Window - The amount of time elapsed from when the person first interacted with a campaign to when this conversion took place.
- Timeline - Click the "Show" dropdown link in this column to reveal a timeline view under the row that shows an overview timeline of the crumbs this person left between the first campaign interaction and this conversion.
- Activity - This column is only available in the old app. It shows a grid overview of crumbs that this person made between the first campaign interaction and this conversion.
- Details - Click the Details button to navigate to the Conversion detail view that shows an in-depth timeline of the breadcrumbs this person made between the first campaign interaction and this conversion.
In the Conversion Breakdown section, the top contributing Creatives, Partners (Invite Campaigns only), Targets, Goals, Countries and Domains are listed according to how many conversions they contributed to for this campaign. Each of these things are considered as having contributed to a conversion if they show up somewhere in the breadcrumbs between the first campaign interaction and the conversion breadcrumb. This section is intended to help you learn more about your audience, who is responding to your message and what messages are most effective.
My Goal is to click an ad from this campaign - why is the number of conversions different from the number of clicks?
Feathr only creates conversions when it can positively attribute the conversion activity to a trackable person. Not all clicks we detect are attributable to a trackable person. Therefore, even though we detect a click we may not always make a conversion for it, causing the numbers of clicks and conversions to diverge.
How can I export my conversion data as a spreadsheet?
In Flights: Simply click the Export button above the Conversion Table in the campaign detail page and provide an email address. You will receive an email with a link to download your conversion data within a couple of minutes.
In Legacy: Click the export button above the conversion table in the campaign detail page. Your browser will begin downloading the conversion data spreadsheet. The download may take a few minutes so please be patient until it completes.