Insight: Performance Lift

The Performance Lift insight reveals how exposure to your Quantcast advertising can amplify the results you see across other marketing channels. This report helps you understand the synergistic effect of your Quantcast campaigns on your broader marketing mix.

Best Practices

To unlock the most valuable insights from Performance Lift, keep the following best practices in mind:

Align with Your Goals: For the most accurate view, ensure the Results you've selected are the specific site event(s) that your Ad Set(s) are actively optimizing towards. This ensures the insight focuses on the conversions most important to your campaign objectives.
Give it Time to Work: Allow your campaigns to run for a minimum of two weeks. This duration provides sufficient data for the insight to identify meaningful patterns in user behavior and for your audience to move through the consumer journey.
Configure Your UTMs: Verify that your UTM parameters are correctly configured across all your marketing channels. The Performance Lift insight categorizes your traffic based on these parameters.

Understanding Channel Groupings

The insight groups your website traffic into the following channels based on your UTM parameters:

AI Tools - Audience from links on AI platforms.
Audio - Audience from ads on audio platforms.
Cross-network - Audience from ads appearing on multiple networks.
Direct - Audience from saved links or by directly entering your URL.
Display - Audience from display ads.
Push - Audience from links in mobile messages when they are not using the app.
Organic Search - Audience from non-paid links in organic search engine results.
Organic Shopping - Audience from non-paid links on retailer shopping sites.
Organic Social - Audience from non-paid links on social media platforms.
Organic Video - Audience from non-paid links on video platforms.
Paid Other - Audience from paid advertisements that are not classified as Search, Social, Shopping, or Video.
Paid Search - Audience from paid advertisements on search engine sites.
Paid Shopping - Audience from paid advertisements on retailer shopping sites.
Paid Social - Audience from paid advertisements on social media platforms.
Paid Video - Audience from paid advertisements on video platforms.
Referral - Audience from non-paid links on other websites or apps.

Calculations

Result Rate = (Number of Results ÷ Total Site Visits) x 100

This measures the percentage of users who completed a desired action (selected result event) out of those who visited the site.

Lift = ((With Quantcast Result Rate − Without Quantcast Result Rate) ÷ Without Quantcast Result Rate)) ×100

Lift quantifies the incremental impact of your ads on the selected events by comparing a group that was shown Quantcast ads to a similar group that was not shown a Quantcast Ad.

Important Considerations:

Minimum Sample Size: To ensure statistical significance, channel groupings will only appear once there are five or more results within the "With Quantcast" results group for that specific channel.
The "Organic" group: If you only see the "Organic" channel listed, it likely indicates that UTM parameters are not consistently or correctly implemented across your campaigns. In such cases, all traffic will be categorized as organic.

By understanding how Quantcast ad exposure influences the performance of your other channels, you can gain a holistic view of your marketing effectiveness and make more informed decisions about your campaign strategies and budget allocation.