Post-Impression
Post-Impression refers to the actions taken by users after they have viewed an advertisement, as well as the metrics used to measure the impact of that advertisement. It helps in understanding the deeper influence of ads beyond mere clicks, by tracking user behaviors and interactions with the brand or website after seeing the ad. This includes actions such as visiting the brand's website later or making a purchase without clicking on the ad.
Key Post-Impression Metrics
View-Through Conversion (VTC):
This metric measures the conversions that occur when users see an ad but do not click on it, and later visit the website and complete a conversion action (e.g., purchase, sign-up) within a specified time frame.
Brand Lift:
Brand lift measures the impact of an ad on user perceptions such as brand awareness, brand favorability, and purchase intent. This is typically assessed through surveys conducted before and after the ad campaign.
Assisted Conversion:
Assisted conversions track how an ad contributes to the overall conversion process, even if it is not the final interaction before the conversion. It highlights the ad’s role in the user’s path to purchase, alongside other marketing channels.
Importance of Post-Impression Metrics
Comprehensive Ad Effectiveness:
Post-impression metrics provide a more holistic view of an ad’s effectiveness by accounting for its influence beyond direct clicks.
Enhanced Brand Awareness:
By understanding the impact of ads on brand awareness and perception, businesses can tailor their strategies to build stronger brand recognition and loyalty.
Optimization of Marketing Strategies:
Insights from post-impression metrics enable marketers to refine and optimize their campaigns, ensuring better allocation of marketing budgets and resources.
Methods for Measuring Post-Impression
Tracking Pixels:
Small, invisible pixels are embedded in ads to track user behavior post-ad impression. They help in monitoring how users interact with the website after viewing the ad.
Cookies:
Cookies are used to track user activity across sessions and devices. By placing cookies in users' browsers, advertisers can follow their actions after they see an ad.
Surveys:
Surveys are conducted to measure changes in brand awareness, favorability, and purchase intent. These are usually deployed to users who have seen the ad and a control group who has not.
Analytics Tools:
Tools like Google Analytics and Adobe Analytics help track user interactions on the website after they have been exposed to an ad. They provide insights into visit patterns, conversion paths, and overall user behavior.
Successful Use Cases of Post-Impression Analysis
Remarketing Campaigns:
Users who visit a product page but do not make a purchase are shown targeted ads across various platforms. This keeps the product top-of-mind and encourages eventual purchases, leveraging view-through conversions.
Brand Lift Studies:
Large brands conduct pre- and post-campaign surveys to measure the impact of their ads on brand perception. This helps in quantifying the ad’s effectiveness and guides future campaigns.
Integrated Channel Analysis:
By analyzing the interplay between various marketing channels (e.g., display ads, search ads, social media), businesses can understand the synergistic effects of their ads and optimize their marketing mix.
Best Practices for Post-Impression Measurement
Provide Accurate and Detailed Information:
Ensure that the structured data contains comprehensive and accurate details to enhance the quality of rich snippets and their appearance in search results.
Regular Testing and Updating:
Continually test and update the structured data to ensure it remains current and accurate, particularly for time-sensitive information like product details and event information.
User Experience Focus:
Use post-impression insights to enhance user experience by providing clear, useful, and actionable information through ads and the subsequent user journey on the website.
Adherence to Guidelines:
Follow the guidelines provided by platforms like Google to ensure the correct implementation of structured data, which can improve the likelihood of rich snippets appearing in search results.
Conclusion
Post-impression metrics are crucial for understanding the full impact of advertising campaigns. By tracking user actions and brand perception after ad exposure, marketers can gain valuable insights into ad effectiveness beyond click-through rates. Utilizing tools and methods such as tracking pixels, cookies, surveys, and analytics platforms, businesses can optimize their marketing strategies, enhance brand awareness, and improve overall campaign performance.