You build marketing and ad campaigns that are seamless and personal. The message is clear and crisp, and it’s targeted to the perfect audience. But once everything is up and running, you’re not quite sure if it’s working.
Sound familiar? You’re not alone. Marketers have struggled with this for a long time. For advertising, we often set up our tracking links (most likely click-only) and look for the answer in our analytics tools. But, even with this information, we don’t really get the full picture.
So what’s missing?
If you’re running online ads, you need to track more than just clicks. You need to see the complete customer journey if you’re going to improve it. And popular analytics tools that only track clicks miss out on the real impact of your ads.
Let’s be real: not all ads will get clicks. But, that doesn’t mean that seeing them doesn’t impact a shopper’s journey. In fact, ads that are seen, but not clicked, can be as important as other touch points in the journey.
Ads often make audiences much more familiar with your offering and nudge them to take action over time. And according to a study by Nielsen and Facebook, non-clicky users are as important as the users that click on ads. They found focusing on clicky users was 5.5x more costly*, while not actually impacting overall sales. By understanding how these ads truly impact the shopper’s journey, you’ll be able to optimize for more than just clicks.
Insights = Results