Last Updated 10/9/18.
In Feathr, you have the ability to generate reports of the performance of your Ad Campaigns and Invite Pages over a specified time period. For detailed information on how to create an Event Report - click here; for guidance on reading and understanding your Report - read on!
Reading your Event Report
The top section of your report is a roll up of the performance of all of your Ad Campaigns and Invite Pages.
ROI the Return on Investment listed at the top of your report is an estimate based on the set Goal Value for each campaign and the ticket value set at the event level
CPA the Cost per Acquisition is estimated by dividing the total media spent on Ad Campaigns by the total Conversions Driven
Impressions this is the total number of impressions served by your Ad Campaigns and Invite Pages
Users this is the total number of users in the Segment that is listed as the 'Full Website Segment' at the Event level
Conversions Tracked/Conversions is the total number of Conversions Tracked by the Ad Campaigns and Invite Pages over the report time period
As you move down the report you'll see the growth of your Full Website Segment over the length of the reporting period followed by the growth of your set Registered Segment:
To the left of the Registration Growth you can see the breakdown of when your attendees are registering. This information can help you determine if you're focusing your marketing efforts and engaging with your prospects at the right time or if you should adjust by starting sooner, or later.
Continue down the Report and you'll find a breakdown of the performance of each Ad Campaign.
For each Ad Campaign you'll see the breakdown of stats that were reported in the roll up at the top of your report. This allows you to see which campaigns contributed most to your conversions and ROI to be able to make the appropriate changes for the next show cycle.
To the right of the Campaign Details, you'll see a graph of the Campaign Activity that shows you the total number of clicks each day and the growth of impressions over the reporting time period.
Below the Campaign Details is a breakdown of where your ads were displayed most often.
You'll see in the example above that most ads were shown on 'tpc.googlesyndication.com'. You might be thinking, "that doesn't look like a real website!" Well, you are correct -- it's a URL that indicates that the majority of your ads were displayed through one of Google's ad networks.
Google and many other ad exchanges reserve the right to obscure the names of the websites where ads are displayed to protect their direct buy prices. What does that mean for you? It means that while Google is selling ad spaces directly to advertisers, you're able to purchase the unsold space at a much lower price, but in order to continue selling directly to advertisers at the higher rate, Google hides the names of websites sold to you at a lower cost.
There are a few other domains that represent a larger ad exchange that you may see in your Top Domains section. If you see anything you're unsure about though, feel free to ask your Customer Success Manager for clarification.
To the right of the Top Domains you'll see a graphic representing the breakdown of how many impressions were served by this campaign, how many of those impressions turned into clicks, and how many of those clicks turned into conversions.
The final campaign breakdown is an overview of the performance of each Creative associated with the campaign.
You can use this information to see which inventory was most available, by looking at which creatives have higher total impressions. If you were A/B testing different creative designs, you can also see which ones had higher clicks and Click-Through Rates. This also shows you whether a creative was seen more on a desktop, or mobile device.
Finally, if you utilized Invite Pages, you'll see a breakdown of the performance of each template.
Above, you can see the total number of page views, conversions driven, and the conversion rate by the shared pages. To the right, you can see the distribution of views and page link clicks to see when your Partners were sharing. It most likely follows a similar pattern to when you sent them their Invite Page Links.
Below is a breakdown of the performance of each Partner page by the number of impressions and number of conversions. This highlights the top three Partners who shared their page the most based on the highest number of impressions, and the top three Partners who had the best performing page, based on the highest number of conversions.
If you were rewarding Partners for participating in your Invite program, now you have the information you need to distribute those incentives. Or, you can use this information for next year to offer something extra to your Partners that drive the most attendance to your show, and while also increasing Exhibitor or Sponsor retention.
If I can't see the names of the websites where my ads are being shown does that mean they're being shown on 'unseemly' pages?
No! At Feathr we use a series of blacklists that include low performing websites and websites that are inappropriate or host content that you (or we, for that matter) wouldn't want to be associated with. We don't bid on any ad space on websites on these lists.
What are these other random URLs in my Top Domains section?
We buy space for your advertisements across over 85 exchanges. Sometimes these ad exchanges will disguise the final URL that your ad is being shown on, instead showing their ad exchange URL (like ad.doubleclick.net). So even though you may sometimes see the domain of the ad exchange in a report, your ads are actually being viewed on publications, blogs, and content sites that the ad exchange has access to.
We know that this sometimes obscures important information and are working on alternatives to display the final URL in our reports. Unfortunately this just part of the current technology.
What should I do with all of this information?
Generating weekly, monthly, or even just yearly reports gives you a great baseline for understanding and keeping track of your event data. By comparing your event reports year after year, you can track registration growth and the success of your campaigns, creatives, and invite pages. You can also share these reports with your colleagues to inform them of your show's success.