5 Steps to understand your campaign report
By entering each Amplify campaign, in the Reporting section you will find all the metrics you need to understand your performance. You directly click on the View option under Report column or click into the campaign name and then switch into the Report tab.
Please bear in mind.
The metrics start to be available from the next day of the campaign.
The reporting view counts with 3 main sections.
Two key indicator sections to analyze the impact of your campaigns and an attribution section.
Visibility & Engagement
This is where you can find base metrics such as: Impressions, clicks, frequency, CPM, CPC, CTR and the expenses of your campaign.
Impact or users
What is the share of visibility?
Measure the visibility of the brand. It is calculated before and after running the campaign.
It is a weighted average of ATC, view and searches.
It will reflect the increase in the visibility of the brand before and after running the campaign.
If the campaign takes 5 days to run, the 5 days after it starts are reflected as post campaign and the 5 previous days are reflected as pre campaign.
When the campaign ends up to 16 days after the campaign ends for the post campaign and 16 previous days for the pre campaign.
What is brand incrementality?
Measure the increase in sales from pre campaign to post campaign. The “time window” is handled the same as la de share of visibility.
How do you attribute to other brands of the manufacturer in the attribution chart?
The deterministic attribution is the sale attributed to the campaign with certainty. It measures the sale of users exposed to the campaign and who are identified Rappi users.
It is assigned to all devices exposed to the campaign until 16 days after completion.
If a device was exposed to the campaign and purchased another brand from the manufacturer, this sale is listed in the attribution chart.
What is the purpose of the Amplify funnel?
Should be used to understand behaviour from users that are actively interacting with your campaign. Here you will see reflected all of the events generated by users who clicked on your Ad, got into Rappi, navigated, and in some cases ended up creating an order that contained products from your brands.
What is the probabilistic attribution?
There is a percentage of users who are unaware. The difference between Total Users and Rappi users are users that for some reason we cannot identify as “Rappi users”.
With the proportion of users with respect to the total, the probabilistic attribution is calculated.
A probability factor is calculated that is the number of users impacted by the campaign / users matched to rappi users.
The probabilistic attribution of a measure of the probable impact that I produce in the campaign, but we do not know for sure because they are not Rappi users.