How can I measure the performance of my account based messaging?

To measure the performance of your Account-Based Messaging (ABM), you utilize the Measure section by navigating to the Analytics page from your Brand Dashboard. You can review performance by selecting the Display message type and filtering for your specific ABM campaign or sub-campaign.

Performance is measured across three primary analytical tabs specifically designed for account targeting:

1. Executive Summary (Account Sub-tab)

This tab provides high-level metrics for your account-based initiatives, including:

• Media Spend and Total Spend to track your financial investment.
• Impressions and Clicks to measure baseline engagement.
• Account Reach, which displays the total count of unique targeted accounts (domains) reached by your ads.
• CTR (Click-Through Rate) and Media CPM to evaluate media efficiency.
• An Account List table that details the performance of key metrics specifically with respect to individual target accounts.

Executive Summary Tab: Account Sub-tab

2. Account Engagement Tab

This section offers deeper behavioral insights into how your target organizations interact with your brand:

• Engagement Funnel: A chart representing the flow of your target accounts through different phases of the engagement process.
• Time of Engagement: A heat map displaying the specific times of the day and week when engagement with the account occurred.
• Bifurcations by Technology: Charts depicting performance based on the user's Device, Browser, and the Dimension (size) of the ad served.

Account Engagement Tab

3. Account Lift Tab

The Account Lift tab is unique to ABM and measures the direct impact of your campaign on web traffic from your targeted domains. Key metrics include:

• Pre-Campaign vs. Post-Campaign Visits: A comparison of landing page traffic from specified domains before and during the campaign.
• Account Lift: The calculated increase in traffic is attributed to the campaign.
• Top 10 Accounts: A graph highlighting the specific accounts/domains that experienced the highest lift in traffic.
• Location of Visits: A map showing the geographical origin of the accounts sending traffic to your landing page.

Account Lift Tab