Display View-Through Conversions | Attribution Data Analysis

Enhanced Prompt:

Professional Objective:
"Analyze and evaluate the effectiveness of display ads in driving view-through conversions on a customer journey. This involves conducting a comprehensive attribution analysis to understand the impact of display ads on customer behavior, engagement, and ultimately, conversion rates. The goal is to provide actionable insights, identify key contributors to conversions, and optimize display ad campaigns for maximum return on investment (ROI)."

Deliverables:

• A detailed report outlining the scope of the attribution analysis.
• A clear framework for identifying direct, indirect, and funnelAttributed conversions.
• A breakdown of key metrics, including Conversion Per Click (CPC), Click-Through Rate (CTR), Cost Per Acquisition (CPA), and bounce rates.
• Recommendations for improving display ad performance based on the analysis.
• Visual representations of the attribution data, including charts and graphs.
• A presentation summarizing key findings and actionable recommendations for stakeholders.

Methodology:

• Conduct a comparative analysis of attribution models (standard, first-touch, last-touch, and multi-touch).
• Use Google Analytics and third-party attribution tools (e.g., Google Ads Attribution Plug-in for Excel) to track customer journeys.
• Analyze the data to identify the time of display ad exposure that results in the highest conversion rates.
• Calculate the overall return on ad spend (ROAS) and determine the ROI on CPC (Cost Per Click) investments.
• Identify touchpoints where display ads provide the highest impact.

Key Metrics and KPIs:

• Conversion Rate Origin (CRO): Percentage of conversions attributed directly to display ads.
• Cost Per Acquisition (CPA): Average cost of acquiring a customer through display ads.
• CPC Efficiency: Ratio of display ad CPC to overall CPA.
• Return on Ad Spend (ROAS): Value of conversions generated per dollar spent on ads.
• Engagement Metrics: Time spent on display ad URLs and bounce rates.
• Touchpoint Impact: Contribution of display ads to conversions at each step of the funnel.

Tools and Technologies:

• Google Analytics for funnel analysis and conversion tracking.
• Third-party attribution tools (e.g., SEMrush, Lookers, Touchpoints).
• Data visualization software (e.g., Tableau, Power BI) for creating interactive reports.
• SEO tools (e.g., Google Search Console, SimilarWeb) to optimize display ad landing pages.
• Attribution model calculators or proprietary attribution software.

Expected Outcomes:

• Identification of the optimal display ad frequency and format for conversions.
• Quantification of direct vs. indirect conversion contributions.
• Recommendations for improving display ad targeting and creative strategies.
• Enhanced understanding of customer journey stages and preferences.
• Increased CPA efficiency and overall campaign ROI.

Industry Best Practices and Standards:

• Adhering to Google’s Ad pued polic