One of the strengths of newage is working with data. We know how to collect comprehensive information and interpret data in such a way as to gain insights from a huge table of numbers and draw true conclusions about reality. The pinnacle of such work is the Post Buy Report (PBR) — a general Technometrics report on the advertising campaign, its effectiveness, audience, creatives and other aspects. In this article, Client Service Director newage. Yevhen Shinkarenko will tell how we make PBR and why advertisers should order it.
What Is A Post Buy Report?
Post Buy Report (PBR) is a comprehensive report on an advertising campaign that highlights all aspects of its effectiveness and provides the most complete information about advertising activities for a certain period.
The essence of PBR is that we collect information from all applied analytical and advertising systems, combine them correctly and process them in a form suitable for human reading and understanding. Normally, PBR is an interactive Google Sheet, but we can optionally visualize the data in the form of a presentation.
PBR differs from our regular report in the amount of information that is prepared by a specialist. For example, in PBR, the effective frequency report is an interactive table where the customer can select any configured conversion and see its cost for each possible ad display frequency. While for a regular report, we choose 2-3 most important aspects and write in the words: “For the conversion “thank you page”, frequency N was effective – on it the CPA was X dollars.”
It should be noted that in any case the client has access to the data on which we build reports. If the customer has in-house analysts, they can download all the same information, process it and build their own conclusions. That is why PBR is an option, not a mandatory part of the price campaign. However, when the client does not have analysts, or their resource is busy with more priority tasks, our service comes in handy.
It should be noted that other agencies also offer PBR, but we will talk about newage agency reports. To our knowledge, colleagues from other agencies do not do such a detailed breakdown, so do not complain to the contractors if their approach is different from the one described in the following article.
How Does PBR Benefit The Client?
The Post Buy Report is useful for any advertiser running an intensive campaign. After all, in addition to information about the campaign itself and its effectiveness, we provide insights about the target audience, its behavior and reactions. That is, in addition to the advertising effect itself, you also receive audience research and valuable insights for building further marketing hypotheses.
For example, PBR can provide insights into which product categories are performing better or worse. Which audience is more or less interested in the products? Which ads do people remember better and which ones are worse? And many other aspects.
Each PBR, in addition to the creation of a report table, also involves our presentation with the protection of this report. We never throw a mountain of data at the client, instead, we explain every time what the report consists of, what data is collected in it, and what conclusions we have drawn from this or that aspect. This saves the client time to understand the data – as a rule, we invite the client’s CMO to the defense and explain directly to him what was done, what results were received and what conclusions can be drawn. Subordinates who are responsible for working with us as contractors can rarely correctly present the work done.
What does PBR by newage.agency consist of?
The Post Buy Report consists of many tabs, each of which describes a separate aspect of the campaign. Next, we’ll look at the basic PBR tabs—the information you’ll get in your first report. For regular customers who have been working with us for a long time, we are adding more tabs to look at information from new angles, see new insights and build new hypotheses. But the base, the standard, looks as follows.
The first tab is “Total”. Here we show general data about the campaign:
- total cost,
- CPM, CPC, CPU, etc.
At the same time, planned and actual indicators are compared, which gives the client an understanding of how correctly we planned and conducted the campaign.
The next tab describes the media performance of campaigns by the audience and audience segments. Here we also consider each segment in terms of plan and fact by all indicators that are KPIs: impressions, clicks reach, frequency, frequency per user, CPM, and budget.
Thanks to this, we can say how which budget worked in terms of media indicators. And here you can see the intersection of audiences, which shows how diverse the users are.
Then we build coverage. This is aggregated data about how many people the campaign reached and on which devices. This helps us make Campaign Manager. CM gives not just a breakdown, but also the frequency of coverage, conversions, post-click, post-view cross-device, etc. But more on that later.
The only nuance is that there is no Facebook in this coverage, because we do not track it with the help of CM, and, accordingly, we do not see data from Facebook. If the campaign is also placed on this network, we separately indicate the reach of Facebook according to its data.
Actions by placements
Next we have the Comprehensive Analysis tab. We show how our audiences worked in terms of conversions, and there is already a division of actions by individual conversions into post-click, post-view and cross-device. Each column is an audience segment.
Based on this tab, we can tell which audience performed better for which conversion, depending on our traffic. Here we have both a site and an application, where we pay attention to all conversions.
For example, if we choose the “All Site Unique” conversion, we can say that direct placements and hot audiences for children’s, women’s, and men’s products worked best. And other audiences performed a little worse – this is part of the Comprehensive Analysis. We have a large array of data and have shown it, we have already compiled it completely. That is, there is no need to search, re-click, or put something into a formula for the client — we have already put together everything ourselves, and prescribed the formulas, and the client only has to research the data that interests him.
Next, we show the conversion funnel: it is for the site, for Android and iOS separately.
Its essence is that we have a coverage of 3.7. We brought 1.9 million unique users, of which 3% were click-through, 16% were post-view, and 80% were cross-device. And so we fall down the funnel to the final conversion, the purchase. And so we can say that purchases were made by 1.6% of the users we covered. Or, for example, 22% of the previous action, adding to the cart.
With this data, the customer can usually see at which stage of the funnel they may be having problems. Also, thanks to such a report, we can change the approach to planning the next campaign to improve any stage of the funnel.
We show this funnel across all the platforms we use. In general, we can build any funnel that the client wants. It can be larger or smaller, depending on the client’s request. Conditionally, if the client has, let’s say, 7 intermediate conversions, we can do 8 steps.
Then there is our interesting thing — interest. This is about how many days pass from the first contact until the user makes a conversion. This can be done using Campaign Manager because it uses post-view data. But it is precisely in the interest that there is no cross-device data — unfortunately, no system can yet measure how many days it takes from the first contact to the cross-device conversion.
There is a zero contact day when the user sees the ad, and there is a scale – how many days pass before the user returns to the site. Post-click is when the user gets to the site immediately after the click. It is always the largest on the first day; very rarely, when there are conversions after a click. And then post-view. In the case of this client, post-view interest lasts up to 7 days. This suggests that on the seventh day it is time to somehow push the client, to remind him of himself, so that the interest does not disappear.
Or here is another graph of the same client. We see that until the 13th-14th day in iOs there are stable purchases. This means that some kind of activation should be done on the users of this platform, be it a newsletter, be it offering a discount, be it running remarketing in order to return users to purchase thoughts, and not warm them up again the next time.
We build this scale individually for each client, because everyone has a different effect. Someone remains active for 2-3 days, and a person can return to companies with a complex product for a month or two. For this client, we built for 10 days, because here is the site
This is not a unique development. Anyone can download data from CM in the form of a table. But you have to know how to distribute these data correctly, sort everything, draw graphs and draw conclusions.
This is followed by data on brand elevators. In the system, they are in their pure form, and we design them in the presentation.
Here we have a general breakdown by key indicators:
- ability to remember
- intent to buy.
We have two groups: experimental and control – those who saw and those who did not see the advertisement. And then we see how those users reacted. Then there is a breakdown by age, and how it works. And we also made a breakdown by creatives – how it works. The Lyft brand may change, but its essence is the same.
For the client, the most important thing is the last column. Here we can see that the recall of the ad increased by 25%, the recognition did not increase at all, and the willingness to buy did not increase at all. And then we break it all down by creativity, by age. There was no gender here because the campaign was targeted at women, but gender can also be singled out.
And the last tab is the effective frequency, where with the help of CM we prepare a report on frequency coverage, displaying all the main media indicators: impressions, budget, coverage, and cost. And then we build it on conversions. Here you can select any conversion that the client has in Analytics and see how this or that frequency performed for this conversion.
We show the total number of conversions, the percentage ratio, and, separately, the cost of conversion at a certain frequency.
Also, here you can choose the period for which to analyze the data. The table is interactive, we do not just throw a piece of data at the client, but also provide a convenient interface to “twist” this data.
How often should a Post Buy Report be done?
PBR should definitely be done after the first campaign in order to most consciously plan subsequent activities. Usually, our information gives a wow effect, because the client immediately understands many previously unknown nuances about the audience and the product.
After that, clients crave to receive the same report after each campaign. It is quite possible to do this, but we still recommend doing further PBRs every quarter, combining information from several campaigns into one. This allows you to understand a larger slice of data and a more global view of the market and your place in its dynamics.
- Post Buy Report is a general interactive campaign report that provides the client with comprehensive information about the conducted advertising campaign and its audience.
- Each agency has its own approach to creating a PBR. We are in newage. we work on Technometrics principles and build reports with the help of professional Google tools that allow us to collect the maximum amount of data about the course of the campaign.
- Post Buy Report newage. consists of general media indicators for each audience segment; coverage information; conversions for individual platforms. We also investigate how long the audience’s interest in the brand lasts, and what frequency of display can be effectively used to achieve certain conversions.
- PBR should be done after the first media campaign, and then go to quarterly or even half-yearly reports, because such periodicity allows for a more complete understanding of global trends.
It’s also worth noting that there is no limit to the number of pages we can add to the Post Buy Report. It can also be data in terms of creatives, geotargeting, platforms, websites, and many others. Therefore, we described only a standard scheme, which, however, allows you to get more data and make more accurate conclusions than with a regular report.