|
|
Paid Search Performance Dashboards
The Performance Dashboards identify the strengths and weaknesses of your paid search campaigns. Use these dashboards as a visual representation of how your campaigns are performing. Prerequisites
The performance data is also available to export.Video: Performance Dashboards
- Using Paid Search Performance Reports - In this video you will learn about the Conversion, Assists Detail and Buyer Conversion Map Performance Reports for Paid Search
By navigating to your Paid Search > Performance view you will be able to choose from a series of dashboard types and perform several reporting operations to help you analyze your campaign performance. Types of Dashboards
Performance Dashboards are available to merchants using the ChannelAdvisor Paid Search application. Report Name
| Overview | | Performance | - Overview of traffic and sales metrics for the performance of your advertising campaigns.
- Data can be viewed by channel, provider, Campaign, Ad Group, and Keyword.
- You can change your view by either drilling into the left column or by using Filter or Modify Search.
- Note that the Performance View includes conversions that are orders, but does not include non-order conversions.
| | Conversions | - Provides a list of your orders over a specified time period.
- Can view keywords and products associated with each order.
- Latency shows the number of days between the initial click and a sale, so a Latency of 0 is a same day sale.
- If you are tracking events other than orders, you will see that data in the Type colunn.
- Note that the Conversions View includes includes all conversions, whether or not those conversions were orders.
| | Assists Detail | - Provides a list of any advertising clicks that have assisted an order.
- Use this table to see the assist terms and converting terms for your orders.
- Assist level refers to how far out from the converting click this particular query and click were, so an assist level 1 means it happened just before the click. An assist level of 5 would indicate that there are 5 more clicks that happened after this query to get to the sale.
- In this report, the same Order ID may be reported multliple times if there were multiple assists in that order.
- More info on Analyzing Multi-Channel Assists is available.
| | Buyer Conversion Map | - Shows all orders with multiple visits and outlines the path a buyer took before making a purchase
- Use this report to better understand the buyer's process and the value and relationship of assists compared to converting ads.
- This is similar to the Assist Detail report, but aggregated by order so that you can see the path for each specific order.
|
Dashboard Options
Within each Dashboard Type you will have the following options available to help break down and analyze the data in your report. - Filtering and Searching - Filter options are available for Performance Reports and allow you to further refine the performance data shown. Filter options will vary depending on which Performance Report you are viewing. In general they will allow filtering by Date, Channel and Provider, as well as allow you to Search for specific field values.
- Refining by Date - Performance data can be refined by date, using the options shown just above the performance data table. There are options to view refine the date by Yesterday, 7 Days, 30 Days, Week-to-Date (WTD), Month-to-Date (MTD), Quarter-to-Date (QTD), Year-to-Date (YTD) or a Custom Range which allows you to enter dates specific to your query.
- Exporting Information - Export options are available on the right side of a page view and allow you to export you data to an Excel file or a tab-delimited file. Choosing an export option will allow you to open or save the exported file. Merchants will often use the Export option to get the Tracking ID associated with a product in a feed. This Tracking ID (formerly referred to as the Advertisement or Ad ID) can be used with the Power Bidder to manually adjust bids associated with products in a feed and can even be used to remove products from a feed by bidding them to $0 Cost-Per-Click.
- Sorting Data Columns - In the Performance Reports view, you can click on any column header to sort by that column. The first sort on a column will queue results in ascending view. The second sort will reverse the order to show results in descending view. This is a helpful option to easily view your worst or best performing products and providers by sorting key performance values by ascending or descending view.
- View Additional Data - any hyper linked value in the Performance Reports view will allow you to drill down and view more detailed information about the linked value. For example, if a Providers name is hyper linked, it will allow you to click on the Provider to view more specific information about the results with that Provider.
 Best Practice
- Check Performance Weekly - The objective of the Weekly Performance Checkpoints are to help identify make sure that you are not experiencing any performance issues that are inside or outside of your control. Use these directions to execute a Weekly Performance Checkpoint:
- Export a Channel Report for at least 3 weeks summarized by day and export to Excel
- If you have Excel 2008, this can be accomplished by running a pivot table report along with the 'Group Selection' option.
- Calculate percentage difference between all weeks or between first week and most recent week
- If this number is greater than 15% in either direction, we would recommend doing some further investigation to pinpoint a root cause.
Reference
The Performance Dashboards identify the strengths and weaknesses of your paid search campaigns. Use these dashboards as a visual representation of how your campaigns are performing. Prerequisites
The performance data is also available to export.Video: Performance Dashboards
- Using Paid Search Performance Reports - In this video you will learn about the Conversion, Assists Detail and Buyer Conversion Map Performance Reports for Paid Search
By navigating to your Paid Search > Performance view you will be able to choose from a series of dashboard types and perform several reporting operations to help you analyze your campaign performance. Types of Dashboards
Performance Dashboards are available to merchants using the ChannelAdvisor Paid Search application. Report Name
| Overview | | Performance | - Overview of traffic and sales metrics for the performance of your advertising campaigns.
- Data can be viewed by channel, provider, Campaign, Ad Group, and Keyword.
- You can change your view by either drilling into the left column or by using Filter or Modify Search.
- Note that the Performance View includes conversions that are orders, but does not include non-order conversions.
| | Conversions | - Provides a list of your orders over a specified time period.
- Can view keywords and products associated with each order.
- Latency shows the number of days between the initial click and a sale, so a Latency of 0 is a same day sale.
- If you are tracking events other than orders, you will see that data in the Type colunn.
- Note that the Conversions View includes includes all conversions, whether or not those conversions were orders.
| | Assists Detail | - Provides a list of any advertising clicks that have assisted an order.
- Use this table to see the assist terms and converting terms for your orders.
- Assist level refers to how far out from the converting click this particular query and click were, so an assist level 1 means it happened just before the click. An assist level of 5 would indicate that there are 5 more clicks that happened after this query to get to the sale.
- In this report, the same Order ID may be reported multliple times if there were multiple assists in that order.
- More info on Analyzing Multi-Channel Assists is available.
| | Buyer Conversion Map | - Shows all orders with multiple visits and outlines the path a buyer took before making a purchase
- Use this report to better understand the buyer's process and the value and relationship of assists compared to converting ads.
- This is similar to the Assist Detail report, but aggregated by order so that you can see the path for each specific order.
|
Dashboard Options
Within each Dashboard Type you will have the following options available to help break down and analyze the data in your report. - Filtering and Searching - Filter options are available for Performance Reports and allow you to further refine the performance data shown. Filter options will vary depending on which Performance Report you are viewing. In general they will allow filtering by Date, Channel and Provider, as well as allow you to Search for specific field values.
- Refining by Date - Performance data can be refined by date, using the options shown just above the performance data table. There are options to view refine the date by Yesterday, 7 Days, 30 Days, Week-to-Date (WTD), Month-to-Date (MTD), Quarter-to-Date (QTD), Year-to-Date (YTD) or a Custom Range which allows you to enter dates specific to your query.
- Exporting Information - Export options are available on the right side of a page view and allow you to export you data to an Excel file or a tab-delimited file. Choosing an export option will allow you to open or save the exported file. Merchants will often use the Export option to get the Tracking ID associated with a product in a feed. This Tracking ID (formerly referred to as the Advertisement or Ad ID) can be used with the Power Bidder to manually adjust bids associated with products in a feed and can even be used to remove products from a feed by bidding them to $0 Cost-Per-Click.
- Sorting Data Columns - In the Performance Reports view, you can click on any column header to sort by that column. The first sort on a column will queue results in ascending view. The second sort will reverse the order to show results in descending view. This is a helpful option to easily view your worst or best performing products and providers by sorting key performance values by ascending or descending view.
- View Additional Data - any hyper linked value in the Performance Reports view will allow you to drill down and view more detailed information about the linked value. For example, if a Providers name is hyper linked, it will allow you to click on the Provider to view more specific information about the results with that Provider.
Best Practice
- Check Performance Weekly - The objective of the Weekly Performance Checkpoints are to help identify make sure that you are not experiencing any performance issues that are inside or outside of your control. Use these directions to execute a Weekly Performance Checkpoint:
- Export a Channel Report for at least 3 weeks summarized by day and export to Excel
- If you have Excel 2008, this can be accomplished by running a pivot table report along with the 'Group Selection' option.
- Calculate percentage difference between all weeks or between first week and most recent week
- If this number is greater than 15% in either direction, we would recommend doing some further investigation to pinpoint a root cause.
Reference
Page last updated: Wed, 03/20/2013 - 15:18
|
|
