Reporting
GDM Digital offers full, transparent reporting to its clients, down to a level of granularity that gives deep insight into campaign performance. We normally provide advertisers with weekly/bi-weekly or daily reports for campaigns, advertisers can also access automated reporting via our client login tool.
Display Landscape
We are not passive in our reporting, and use statistical analysis to drive performance. GDM Digital tracks the number of impressions, clicks, conversions delivered as standard, and are able to report on performance across creative size, creative messaging, URL, hour, and day of week as well as a host of other metrics. We use this information to then inform manual optimisation of campaigns, which runs alongside the algorithmic learning of the system.
The above charts show the performance of the campaign throughout the day for two different creative: a free meal offer, and a 2 for 1 creative. As can be seen the performance of the campaign throughout the day varied significantly across creative type. Whereas the ‘Free Meal’ offer performed strongly before both lunch and dinner, the ‘2 for 1’ creative showed asymmetrical CPAs throughout the day, with this message faring poorly before lunch, but well before dinner. This is presumably because dinner is often a more social affair than lunch, meaning the ‘2 for 1’ offer is more in demand at this time.
GDM Digital acted on this analysis by pushing campaign spend towards the hours of day which were performing best, as well as the better performing creative at that time; driving CPA down.
Video Reporting
Video offers a much richer landscape for reporting than for standard display or mobile. This gives GDM Digital the ability to optimise effectively towards a range of metrics, using the full width of data available. We are able to report on the following metrics:
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- Impressions
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- Clicks
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- Views
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- Conversions
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- Facebook and Twitter shares
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- Completions
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- Completion Rate
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- Average Length of video viewed
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- Click for audio
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- Video Replays
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Although clicks may be of some value in display it is of less use in rich media such as pre-roll, where users often click on adverts to try and end the video. Therefore the more advanced metrics are important as they give a better indication of how users are interacting with the ad itself.
As well as DR metrics we are able to implement branding surveys after completion of videos. These can report back on metrics such as ‘brand favourability’ and ‘message recall’ in real time; allowing for optimisation of brand campaigns on the fly!
Dynamic Creative Reporting
Campaigns involving DCO and DCR provide us with the ability to report on a wider range of metrics than is possible for standard display. GDM Digital can report on brand engagement metrics such as the number of users clicking on interactive elements of banners. We can also report on where users have been clicking on banners via our banner heat map. This allows advertisers to see exactly which elements of banners are working, and those that aren’t drawing attention.
For ecommerce sites with 100,000s of SKUs, identifying the elements of banners which are driving performance is not an easy task. Our reporting allows advertisers to gain great insight into what elements of creative drive performance. We can cut the data by template colour, product category, positions of elements within banners, message copy, images, as well as an almost endless list of other variables.
The advanced metrics here allow us to work with brand advertisers to create the best performing creative for the brand.
