Insight: Prospecting / Retargeting Breakdown

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 Site Prospecting / Retargeting Breakdown report. 

Description

This insight shows the contribution of prospecting and retargeting across core performance metrics for Full Performance Ad Sets. The graph is shown as proportions across three different targeting types. Actual values are shown on hover over in the tooltip.

Definitions:

• Retargeting: Quantcast's first engagement with the customer is after a site visit. The insight currently looks back 60 days for the first sight visit. Any site visit before 60 days is not accounted for.

• Prospecting: Quantcast’s first engagement with the customer is prior to the site visit.  Any site visit before 60 days is not accounted for.

• Retargeted Prospects: Net new Customers initially prospected by Quantcast who were subsequently retargeted after their initial site visit. 

Recommended Actions:

Quantcast systems are designed to spend the optimal amount between retargeting and prospecting to most efficiently maximize your objective at your given budget. The proportions will change due to auction dynamics, the online behavior of your customers, and your daily budgets. If you have specific marketing budgets for retargeting, we suggest creating two ad sets to give you the ability to specify budgets for each tactic. Remember by creating different ad sets, you will lose the ability of our systems to trade off between Retargeting/Prospecting at the bid opportunity level.