One of the strengths of newage. is working with data. We know how to collect comprehensive information and interpret data in such a way that we can get 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 technical report on the advertising campaign, its effectiveness, audience, creatives, and other aspects. In this article, Client Service Director of newage. Yevhen Shynkarenko 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 covers 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 analytical and advertising systems used, combine them correctly and process them into a form suitable for human reading and understanding. Usually, PBR is an interactive Google Sheet, but upon request, we can visualize the data in the form of a presentation.

PBR differs from our regular report in the amount of information prepared by a specialist. For example, in the PBR, the effective frequency is an interactive table where the customer can select any configured conversion and see its cost for each possible ad frequency. While for a regular report, we select 2-3 most important aspects and write them down in words: “For the conversion of the “thank you page”, frequency N was effective – CPA was X dollars.”

It should be noted that in any case, the client has access to the data on which we build the reports. If the client 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 a client does not have analysts or their resource is engaged in higher-priority tasks, our service comes in handy.

It should be noted that other agencies also offer PBR, but we will talk about the reports of the newage. agency. According to our information, colleagues from other agencies do not make such a detailed breakdown. So do not blame the contractors if their approach differs from the one described in the following article.

How Does PBR Benefit The Client?

Post Buy Report is useful for any advertiser running an intensive campaign. In addition to information about the campaign itself and its effectiveness, we provide insights about the target audience, its behavior, and reactions. In other words, in addition to the advertising effect itself, you also get audience research and valuable insights for building further marketing hypotheses.

For example, PBR can provide insights into which product categories perform better or worse. Which audience is more or less interested in products. Which ads people remember better and which ones are worse. And many other aspects.

Each PBR, in addition to creating a table report, also includes our presentation with the defense of this report. We never bombard clients with a mountain of data. Instead, we always explain what the report consists of, what data is collected in it, and what conclusions we have drawn from each aspect. This saves the client’s timein understanding the data. We typically 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. The subordinates who are responsible for working with us as contractors rarely can present the work accurately.

What does PBR by newage.agency consist of?

The Post Buy Report consists of many tabs, each describing a different aspect. Next, we’ll look at the basic PBR tabs—the information you’ll get in your first report. For regular clients who have been working with us for a long time, we add more tabs to look at the information from new angles, see new insights, and build new hypotheses. But the base, the standard, looks like this.

Total

The first tab is “Total”. Here we show general data about the campaign:

• views,
• clicks,
• frequency,
• total cost,
• CPM, CPC, CPU, etc.

We compare the planned and actual indicators, which gives the client an understanding of how well we planned and executed the campaign.

Media indicators

The next tab describes the media performance of campaigns by 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 tell how each budget worked in terms of media indicators. And here you can see the intersection of audiences, which shows how diverse users are.

Coverage

Then we summarize coverage. This is aggregated data about how many people the campaign reached and on which devices. Campaign Manager helps us do this. CM provides 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 this reach does not include Facebook. Because we do not track it with the help of CM, and, accordingly, we do not see data from Facebook. If a campaign is also posted on this network, we separately mark the Facebook reach based on its data.

Actions by placements

Next, we have the Comprehensive Analysis tab. We show how our audiences performed in terms of conversions. And here we have a division of actions by individual conversions into post-click, post-view, and cross-device. Each column represents 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 the site and an app, 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. Other audiences performed a little worse – this is part of the Comprehensive Analysis. We have a large amount of data and have already shown and summarized it. That is, there is no need to search, click, or put something into a formula for the client — we have already summarized everything ourselves, prescribed the formulas. The client only has to explore the data that interests him.

Funnels

Next, we show the conversion funnel: it is available for the site, Android and iOS separately.

The bottom line is that we have a 3.7 reach. We brought in 1.9 million unique users, of which 3% were click-through, 16% were post-view, and 80% were cross-device. This is how we fall into the funnel to the final conversion, the purchase. And so we can say that 1.6% of the users we reached made a purchase. Or, for example, 22% of the previous action, adding to the cart.

With this data, the client 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 the client wants. It can be larger or smaller, depending on the client’s request. Conditionally, if a client has, let’s say, 7 intermediate conversions, we can take 8 steps.

Interest

Then there is our special thing — interest. This refers to how many days pass from the first contact before the user makes a conversion. This can be done using Campaign Manager because it uses post-view data. But there is no cross-device data in interest – unfortunately. No system can yet measure how many days it takes from the first contact to a cross-device conversion.

There is a zero day of contact, when the user sees the ad, and 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; it is very rare that there are conversions afterwards. 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 yourself so that their interest does not disappear.

Or here is another graph of the same client. We can see that by day 13-14, purchases are steadily made on iOs. This means that users of this platform should be targeted with some kind of activation, whether it’s a newsletter, a discount offer, or remarketing, to bring users back to the idea of buying, rather than rekindle their interest 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.

Brand Lift

Brand Lift is a measurement tool that evaluates the efficacy of brand awareness advertising by assessing the delayed impact of a campaign. Based on sociological data, brand lifts examine the attitudes towards the advertiser of those who were exposed to the ad and those who were not.

This is followed by data on brand lifts. The system has them in their raw form, but we organize them in a presentation.

Here we have a general breakdown by key indicators:

• ability to remember
• familiarity,
• intent to buy.

We have two groups: experimental and control – those who have seen and those who have not seen the ad. And then we see how those users reacted. Then there is a breakdown by age, which one works. And we also made a breakdown by creatives, which one works. The Lift may change, but their essence is the same.

The last column is the most important for the client. 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.

Frequency

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 per 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 to plan the next activities in the most conscious way. 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.

Companies that Need Brand Lift:

Brand lift is a crucial metric that measures the impact of advertising campaigns on brand perception and awareness. While all companies can benefit from strong brand lift, it’s especially vital for:

1. Companies entering competitive markets: In a crowded marketplace, companies need to differentiate themselves from competitors. Brand lift helps companies understand how their advertising efforts are resonating with their target audience, allowing them to make adjustments to improve their brand messaging and increase their return on investment.
2. Companies launching new products or services: When launching a new product or service, brand lift is critical to building awareness and generating interest. By measuring brand lift, companies can gauge the effectiveness of their advertising campaigns and make data-driven decisions about future marketing investments.
3. Companies looking to strengthen their brand reputation: Brand reputation is a key factor in consumer purchase decisions. By tracking brand lift over time, companies can measure the effectiveness of their advertising efforts in improving brand perception and awareness.
4. Companies looking to track advertising effectiveness: Brand lift is a useful metric for tracking the effectiveness of advertising campaigns. By measuring brand lift before and after an advertising campaign, companies can determine the impact of their advertising efforts and make adjustments to improve future campaigns.

Overall, companies that prioritize brand lift are better positioned to succeed in today’s competitive and ever-changing marketplace. By understanding how their advertising efforts are resonating with their target audience, companies can improve their brand messaging and increase their return on investment, leading to increased revenue and market share.

Conclusions

1. Post Buy Report is a general interactive campaign report that provides the client with comprehensive information about the conducted advertising campaign and its audience.
2. Each agency has its own approach to creating a PBR. At 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.
3. Post Buy Report by 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.
4. PBR should be done after the first brand awareness 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.