Many marketers are familiar with the age-old model of full-funnel marketing: you start with a large audience at the top, and then over time and with further engagement is whittled down to a smaller group that converts into customers at the bottom.

Often times, it’s difficult and time-consuming to track exactly what is happening to your customers as they pass through the funnel. The journey can be long, and different campaigns and acquisition tools keep metrics fragmented. We feel your pain, so now we’ve made tracking the customer journey easy on AdRoll with the new Prospecting Full-Funnel Conversion Insights report. It’s the latest addition to our expanding suite of reports  designed to give you more transparency about who your prospects are, and how your AdRoll campaigns are performing.

Get a Full View of Your Conversion Funnel

Prospecting and retargeting are two sides of the same coin. Prospecting brings new, first-time, high-quality visitors to your site, and after they leave we serve them retargeting ads across the web and social media to encourage them to return and complete a desired action. Together, they complement each other, and make up the full conversion funnel for AdRoll display campaigns.

In the report, the conversion funnel is shown with a visual aid that helps you clearly see how prospects travel through your marketing funnel—from the top stage—awareness—to the bottom—purchase or sign up.

You’ll find the report in the Prospecting Dashboard, in the top-right Actions tab (see below). If you don’t have it yet, sign up for AdRoll Prospecting here.

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At the top of the funnel (in light blue) you can see Prospecting, and the number of unique users who have seen a Prospecting campaign’s display ad. The next progression is the number of users who were first touched by prospecting ads and went on to visit your website.

The lower half of the funnel (in dark blue) is when AdRoll Retargeting, which keeps your brand top-of-mind for high-intent visitors, comes into play. Most prospects don’t convert the first time they visit your website, so teamwork is necessary. You can think of this dynamic as a relay race: prospecting passes the baton (of high-quality visitors) and retargeting helps close the deal and win the race.

These wins are represented at the bottom of the funnel as assisted conversions, or Retargeting conversions first brought in by Prospecting. As Prospecting targets users who have never visited your website before or recently, these assisted conversions would likely not have occurred without both campaigns working in tandem.

Realistically, drop-off in the conversion funnel is natural (it is a funnel after all!). The report helps show you how the campaigns are currently performing together, and at which stage optimizations could improve the flow (such as updating your ad creatives, or refining your retargeting segments).

See How Prospecting Visitors Behave Compared to Typical Site Visitors

Prospecting intelligently matches the interests and behaviors of your current customers to users in our IntentMap; a collection of over 1.2 billion digital user profiles. The rest of the report helps you see more on how these new audiences are responding to your products and messaging.

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Impact of Prospecting on Retargeting shows how many visitors can be traced back to Prospecting, in addition to how much lift Prospecting provides on retargeting conversions. This can help you evaluate performance. If you’re seeing a high number of retargeting conversions assisted by prospecting (in the double digits), then prospecting is doing well and you could potentially win more conversions by scaling campaign budget up. If not, it’s possible either a larger investment is needed in Prospecting or more campaign optimization is required.

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Further insights include:

  • When your AdRoll prospects convert on Retargeting: See when conversions (first touched by Prospecting) occur within your retargeting attribution window. Your Prospecting-touched conversions are particularly valuable since these visitors had not visited your website recently or ever. Therefore, a Prospecting-assisted VTC (view through conversion) is different from other retargeting VTCs in that it’s likely to have not occurred without the first touch from Prospecting.
  • CTR of Visitors Retargeted: How likely are your Prospecting visitors to click on your retargeting ads compared to other site visitors? This gives an indication of the quality of your prospects (visitors brought in by Prospecting).
  • Top Segments with Prospecting Visitors: These are the top segments to show you which pages are most popular with Prospecting visitors. Here, we see that visitors really respond to the landing page, about page and the feature page. This tells our advertisers that people are interested in this brand’s entire product offering, and one product category above all else. They could then create a retargeting campaign aimed at this segment.

Our new Full-Funnel report will help you gain valuable insights into your marketing. Now you can understand exactly how many people converted, and how long it took at each stage. And, with that information you can more precisely allocate resources, so you can more efficiently nurture and attract new customers.

Start driving new customers to your website with Prospecting by signing up here.