Insight: Performance Heatmap

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 the Quantcast Platform by hovering over the ad set or campaign and clicking Insights. In this article, we will walk through how to interpret the Performance Heatmap report.

Description

The Performance Heatmap insight highlights the performance (CPA or spend) by state or region. Performance is bucketed by percentiles - Low (0-25%), Below Avg. (25-50%), Above Avg. (50-75%), and High (75-100%). 

Definitions

• CPA (Cost Per Action): The average amount spent per desired action/conversion on your site.

• Spend: The amount of budget that has been used.

• Conversion: The number of desired actions driven on your site.

Recommended Actions

The Performance Heatmap indicates the CPA, spend, and conversions broken out by geographical region. Ad sets will naturally optimize delivery towards the best-performing regions, but the data presented in the insight can be used to fuel manual adjustments to targeting parameters. For example, underperforming regions can be excluded from your targeting, leaving more budget for better-performing regions.

For instructions on adjusting your ad sets, you can read our guide here.