Insight: Page Depth

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 Page Depth report. 

Description

The Page Depth insight highlights the engagement of site visitors exposed to your Campaign or Ad Set. The report breaks out the number of page views (i.e. page depth) by session and the number of page views by unique visitor.  

By visualizing the page depth of site visitors from your Campaign or Ad Set, this report helps you understand visitors' level of engagement.  This is useful in validating the quality of traffic that your campaign is driving.   

Definitions:

• Uniques: Each unique visit to your site by user.  If user visits your site, leaves to browse on another site, and returns to your site, this will count as two unique visits (uniques).

• Sessions: a period of browsing. During a single session, a user may view multiple pages on a site. If a user is inactive for 30 minutes or more or receives an impression from another adset on this account, any future activity is attributed to a new session. Users that leave your site and return within 30 minutes are counted as part of the original session.

• Page depth: The number of pageviews accumulated during a single session.

• Interpreting the Data

• Y Axis: Page depth buckets

• X Axis: Sessions/Uniques per page depth bucket

Recommended Actions

Page depth is an indicator of traffic quality. By examining not only the volume of visitors (uniques/sessions) that resulted from a campaign but the level of engagement with your site (pageviews), you can validate that you've reached a relevant audience.  With this information you can optimize your campaign by taking steps like adding in additional targeting (geos, interests, dems, etc), changing your frequency controls and updating device targeting.  

For more information on understanding your audiences, you can read our guide here.