How can Quantcast help win new business or create pitches?
The platform's tools are designed to help agencies grow their business. The Audience Insights tool is particularly powerful for new business pitches, as it can analyze a prospect's website or their competitors' to generate unique, data-backed audience personas.
How do you manage multiple clients or team members on the platform?
The platform is structured with a main organization account (for the agency) under which multiple client accounts can be created. This keeps all client data siloed and secure. Within the "Organization Manager," you can add new users and assign specific roles like "owner," "admin," or "member" to control their access levels and permissions for different accounts.
How does the platform handle agency fees?
You can add an agency fee directly into the campaign setup. This fee is incorporated into the total cost and can be reported separately, simplifying billing and reporting for clients.
What is the platform's pricing model?
The pricing model is based on a dynamic Cost Per Mille (CPM), which is the cost per thousand ad impressions. All platform fees, data costs, and service charges are bundled into this single CPM, so there are no hidden or additional fees.
What is the "Audience Insights" tool, and how does it work?
The Audience Insights tool is a key feature for planning and strategy. It allows you to build and analyze audience personas in real time by entering criteria such as keywords, demographics, or a website URL. The tool provides a detailed breakdown of the audience's demographics, content interests, and online behaviors, which can be used to validate targeting strategies and inform creative messaging.
How are lookalike audiences created?
Lookalike audiences are built by the platform's AI, which analyzes a "seed audience" of your choice, such as website converters, site visitors, or an uploaded CRM list. The AI identifies patterns and shared online behaviors within the seed group and then finds new, prospective customers across the open internet who exhibit similar characteristics, making them highly likely to be interested in your product or service.
What should we do if the tag is not firing correctly?
If a tag isn't firing, first check with the website development team to ensure it was placed correctly. Common issues include incorrect placement, a Content Security Policy (CSP) on the website blocking the tag’s domains, or incorrect trigger conditions in the tag manager. You can see the tag firing status in the platform's tag dashboard.
What is the difference between a base tag and an event tag?
A base tag (or page tag) is a universal tag that should be placed on every page of a website to collect overall audience data. An event tag is a more specific tag that fires on a particular action or page, such as a "thank you" page after a purchase, to track conversions.
How do we track specific conversion events, such as button clicks or form submissions?
You can tag specific conversion events using either a URL-based rule (e.g., firing the tag when the URL contains "thank-you") or a data pass-back event for actions like button clicks. This allows the platform to optimize towards specific goals and provides more granular data for lookalike modeling. It's also crucial to pass back variables like revenue and order IDs for detailed attribution.
Can we track offline conversions?
Yes, the platform offers a conversion API that can ingest offline data, such as qualified leads from a CRM or offline sales. This enables optimization and attribution for conversions that don't occur on the website.
What APIs do you offer?
Quantcast offers two APIs. One is a Reporting API that provides programmatically accessible reporting data for building custom reports, and the other is a Conversion API (CAPI) to ingest offline data into the platform, such as qualified leads from a CRM or offline sales.
How does the platform's AI optimize campaigns?
The platform's AI autonomously and continuously optimizes campaigns in real-time. It analyzes trillions of data points to create predictive models, scores users based on their likelihood to convert, and automatically adjusts bidding and delivery to achieve the campaign's specific goal (e.g., lowest CPA or highest ROAS).
What are the key performance indicators (KPIs) we should monitor?
The most important KPIs depend on the campaign's objective.
For performance campaigns, key metrics include Cost Per Acquisition (CPA), Return on Ad Spend (ROAS), and total conversions.
For consideration campaigns, metrics like Click-Through Rate (CTR) and Cost Per Site Visit are important.
For awareness campaigns, focus on Reach, Frequency, and Video Completion Rate (VCR).
What kind of reports are available on the platform?
The platform offers a robust reporting suite that includes:
A customizable campaign dashboard for a high-level overview of key metrics.
A custom report builder that allows you to create detailed reports with specific metrics and breakdowns (e.g., by domain, device, geo, or creative).
An Insights Lab with pre-built visual reports like the "Funnel Visualize," "Media Mix Performance," and "Performance Lift" reports to tell a deeper story about campaign impact. Reports can be downloaded as a CSV or scheduled for automatic email delivery.
How does Quantcast handle attribution for conversions?
The platform tracks both click-through conversions (when a user clicks an ad and converts) and view-through conversions (when a user sees an ad, doesn't click, but converts later). The majority of programmatic conversions are typically view-through. The default attribution window is often 30 days but can be customized. The platform uses a last-touch model, attributing the conversion to the last Quantcast ad the user interacted with.
Why might the conversion data in Quantcast differ from other tools like Google Analytics?
Discrepancies are common and often arise from differences in attribution methodology. Quantcast tracks view-through conversions, which many other platforms, including Google Analytics, do not. Quantcast can also track users in cookieless environments that other tools may miss. Finally, differences in attribution window settings across platforms can also lead to different numbers.
Can we see where our ads are being placed?
Yes, you can run a domain-level report to get a full list of the websites and apps where your ads were served. This provides transparency and allows you to add any undesirable sites to a blocklist.
Can we track the customer journey or time-to-conversion?
Yes, the Insights Lab includes reports that visualize the customer journey. The "Funnel Visualize" report shows how users move from awareness to conversion, and another report shows the average time between a user's last ad exposure and their conversion.
What is the difference between in-stream and out-stream video ads?
In-stream video ads play before, during, or after other video content (e.g., a pre-roll ad on a news site's video clip). Out-stream video ads are standalone video units that appear within non-video content, such as in the middle of a text article as a user scrolls.
How does the platform handle a multi-channel or omnichannel strategy?
The platform is designed for an omnichannel approach, meaning you can use the same audience segment across all available channels—display, video, CTV, native, and audio. This ensures consistent messaging and a seamless user journey. The platform's reporting tools, like the "media mix performance" report, can show how different channel combinations work together to drive conversions and other goals.