How to Spot a Quality Digital Advertising Report

By February 14, 2017Uncategorized
How to spot a quality digital advertising report

When it comes to the depth of digital data on the success and costs of your campaigns, there’s a Mariana Trench full – but you might not feel that way when you dive into your campaign reports. Between the acronyms, charts, graphs, and bullet points, it can be hard to determine what’s actually relevant – seeing the return you got on the investment you made. So how can you ensure that you’re getting the highest quality digital report with the clearest picture of your campaigns? Ask yourself these five questions to see if your latest digital report has key data that is critical to campaign success.

Does the report include relevant performance metrics that speak to my campaign goals?

Performance metrics are critical to understanding whether your campaigns are doing well or not. There are a slew of metrics that measure performance – so which are the best? Well that depends on the goals of your campaign. Establishing your goals with the team before campaigns start will help make any data about performance more focused and relevant. Want to see how many conversions your ad spend produced? Return on ad spend (ROAS) is a key metric. Interested in what ad copy did best in a split test? Click through rate (CTR) could be just what you’re looking for. By ensuring that performance metrics are always presented with a tie to your goals, you’ll know that you’re getting the data you need to execute the correct strategy to drive business growth.

Does the report include the targeting that was used for each ad campaign?

Targeting for your campaigns is not a one and done discussion. With the proliferation of digital channels and marketing messages accessed on a minute by minute basis, customer journeys are ever evolving. It can be easy to get lost in the shuffle if your targeting isn’t spot on, responsive to your current and potential customers, and based on data. To ensure you’re on track, your digital reports should always highlight what audiences, behaviors and/or interests your campaigns are targeting. By having information on performance amongst these groups, you can get insights into the personas you’ve already established respond to your messaging or potentially discover entirely new groups of prospects. This data is critical to ensure your ad budget is not only being spent efficiently, but effectively.

Does the report include a transparent look at costs and return on ad spend?

Speaking of budgets – a crucial component of any digital report is cost. We believe 100% transparency in the cost of campaigns is the only way to determine success. Meaning, you know your return on the spend you put in. You should know how much your clicks, leads, and acquisitions cost and the breakdown of your budget by digital platform and tactic. Knowing this information helps make informed decisions about where to spend budget – both within digital advertising channels and your overall marketing plan. As more digital channels and avenues to place advertising pop up, transparency in costs is critical to ensure your funds aren’t being spent fraudulently. If costs on digital reports aren’t shown or don’t look quite right, make sure to ask for a full, in-depth look about how, when, where your budget was spent.

Does your report include recommendations for performance improvement and new ideas?

Data is the lifeblood of any digital report – but what insights you glean from that data are just as important. We’ve all been given pages of charts and thought – well now what? A good digital report will not only present the facts, but also recommendations on how to improve your campaigns based on that data – both for campaigns going well and not so well. A second component of good recommendations are new ideas. New platforms and tactics to reach your audience are ever developing – and implementing them are critical to staying ahead of the competition.

Is your report custom to your campaign and do you receive regular updates?

Every campaign is different, and your reports should be created to meet those needs. Campaign performance reports should always be 100% custom – featuring the exact information you want to see in the format you want to see it. The benefit of custom reports is not only so that information is the most easily digestible for you, but also for any team members or board members with which you have to share the data. Frequency of reports is also critical – information should be shared proactively on a regular basis. Having to ask for reports, or not seeing data on performance for months raises questions about the quality of the campaign.

Want to discuss what you are seeing in your digital reports? Reach out to us and we’ll be happy to talk it over!