Insight: Funnel Visualizer

The Insights Lab provides reports that help visualize campaign performance and effectiveness. These reports can be accessed at both the Ad Set and Campaign level of Quantcast Platform by hovering over the ad set or campaign and clicking Insights. 

In this article, we will walk through how to interpret the Funnel Visualizer report which can be accessed by clicking Insights Lab, and choosing Funnel Visualizer from the drop-down menu.

Description

The Funnel Visualizer insight highlights the engagement of site visitors exposed to your Campaign or Ad Set at different parts of the funnel. It shows data for audiences you have reached, visitors, and those that converted.

You can see detailed delivery, visit, and conversion metrics filtered by demographic segment, targeting segment, or device. Hover over funnel stages to get a sense of how key metrics for a segment compare to the whole of your audience and learn which components of your audience are seeing the best performance.

You can also see the visit rate and conversion rate of your campaign at different stages of the funnel.

Note: The Funnel Visualizer Insight is not available for all campaign types as it requires that a pixel is placed on your site to gather all of the relevant data.

Definitions:

• Reached: Users that are reached by an impression from the campaign.

• Visited: Users that have been reached by your campaign and have visited one of the site events. 

• Converted: Users that have been reached by your campaign and have performed a converting action. 

Recommend Actions

The Funnel Visualizer gives you an overview of users in your funnel by giving you visibility into the breakdown between users that are reached, visited, and converted as impacted by your campaign. You also get a view of different demographic segments that are influenced by your campaign at different stages of the funnel. With this information you can optimize your campaign to focus on specific demographic segments that may be visiting your site events and that you want to move closer to converting. For instructions on adjusting your ad sets, you can read our guide here.

The demographic data can also be used to inform your website content strategies. If the report shows that a particular demographic is underperforming once they reach your site, then you might want to update your website and landing page content to better communicate to this audience.