Insight: Funnel Impact Insight

The Insights Lab provides reports that help visualize campaign performance and effectiveness. The Funnel Impact insight shows the impact of using multiple strategies to reach your audience, from awareness to action. This is our first cross-campaign report. Meaningful overlap data will depend on the campaigns’ duration and your customers’ average time to convert. This article will cover how to access and interpret the Funnel Impact insight.

Note: The Funnel Impact insight compares the impressions, visits, and conversions within a rolling 90 day window and there is 24-48 hours of data freshness latency.

Description

 Note: Click the chart menu to download the insight as a .png or .csv file.

• Upper Funnel Campaign: Customers engaged only by ads from the selected Reach, Video Views, or Traffic campaign.

• Overlap: Customers engaged by at least one ad from both the upper and lower funnel campaigns.

• Lower Funnel Campaign: Customers engaged only by ads from the selected Conversions campaign. Note: The selected conversion event in the lower funnel campaign will be used for calculations

• Visitor Rate: The number of unique visitors divided by the total number of uniques reached

• Converter Rate: The number of unique converters divided by the total number of uniques reached

When viewing the Funnel Impact insight, evaluate the optimal level of cross-strategy overlap based on how your objectives interact and affect site visit and conversion performance. 

For information on other Insight Lab reports, see our other Insights Lab articles.