The Ad Insights Report

Prerequisites

In order to use the Ad Insights report, you must have access to both Data Studio and Measurement Studio, as well as Ad Experiences, as part of your Terminus subscription. Additionally, to view page view activity in the Ad Insights report, you must have the Terminus Visitor ID script installed on your website.

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Article quick links:

• Report Overview
• Report Details
  • Configuring Report Data
  • The Ad Insights Overview Page
  • The Ad Insights Detail Page
  • The Insights Information Panel
• Report Use Cases
• FAQs
  
  

Report Overview

The Ad Insights report leverages Terminus’s native Data Studio integrations to combine CRM events and website engagement with Terminus advertising data, empowering users to see how their advertising campaigns are driving success in brand awareness, lead and opportunity creation, pipeline acceleration, and closed won revenue.

While reporting in the Ad Experiences product is focused on ad campaign performance and optimization, Ad Insights is where Terminus customers will go to understand how their ad tactics are influencing results across their key account segments, and organizational KPIs. With added visibility into underperforming, or undeserving, accounts across your target segments, trends from Ad Insights can also be used to prioritize and plan future advertising efforts.

Report Details

The Ad Insights report is part of the Terminus Measurement Studio reporting suite. The report can be accessed by navigating to Measurement Studio > Reports > Ad Insights.

 

Configuring Report Data

In addition to having built-in filtering capabilities, Ad Insights features additional customization options so you can tailor the report to your business’s needs. These options include:

• Leveraging either lead/contact records or lead/contact history to define the “Leads Influenced” metric
• Choosing one or more campaign types to define the “Campaign Responses Influenced” metric
• And, the ability to either show or hide specific metric tiles from the report

To access the report configuration settings, select the dropdown menu on the right hand side of the report window.

While settings for the Ad Insights report should be configured as part of your Terminus onboarding process, these settings can also be adjusted by administrators of your Terminus account at any time.

People Influenced 

In this section, users will have the option to use either the Lead/Contact Record Create Date, or the Lead/Contact stage history to determine the influence threshold. Choosing Lead/Contact History will reveal the different lead/contact status stages that have been mapped from your CRM to the Terminus system. You will have the option to select one or multiple stages you wish to include in the report.

This date and/or stage history will be used in conjunction with the selected Lookback Window in the report settings to determine when a lead or contact is considered to be influenced. For example:

• If a Terminus ad was served to an account within 90 days of an associated Lead/Contact record being created
• If a Terminus ad was served to an account within 90 days of an associated Lead or Contact being updated to a status of “Marketing Qualified” or “Sales Accepted”

Campaign Responses Influenced 

In this section, users can select which campaign types should be used to determine influence. The campaign types available should mirror the types that are being mapped from your connected CRM to Terminus.

This designation will be used in conjunction with the selected Lookback Window in the report settings to determine when a campaign response from a particular campaign type is considered to be influenced. For example:

• If a Terminus ad was served to an account within 90 days of a tracked campaign response from either an Email Nurture, Direct Mail, Content, or Webinar campaign

Tile Visibility

In this section, Admins can determine which of the metric tiles (organization-wide) are visible in the report. By default all tiles will be made visible, but this option offers the flexibility to only show certain metrics and detail reports in Ad Insights to your Terminus users.

Any changes made to your configuration settings will reflect in the report immediately after the changes have been saved.

 

The Ad Insights Overview Page

The Ad Insights overview page provides a high-level snapshot of the impact your Terminus advertising campaigns are having on your business.

Report Settings

At the top of the page, you’ll find Report Settings. These settings can be used to filter the data shown on both the overview and detail pages of the Ad Insights report. These settings include:

Cohort (Date Range): The time frame during which the user wants to measure events that were considered to be influenced by Terminus advertising. This can be either a preselected filter, like “Last 90 Days” or “Six Months Ago from Today,” or a custom date range. Influenced events in this report will include:

• Page Views: Date of an anonymous account page visit to your website (as tracked by Terminus’s Visitor ID)
• People: Date of a lead or contact being created in your Terminus-connected CRM, or the date of a lead/contact stage history change
• Campaign Responses: Date of campaign activity (e.g. campaign responded date) from your connected CRM, and based on the validity rules set for campaign data
• New Pipeline: Date of new opportunity creation
• Existing Pipeline: Influence of an opportunity that was previously opened, but has a close date during or after the selected date range.
  • *NOTE: For Existing Opportunities, the lookback window is determined based on the start date of the selected reporting cohort.
• Revenue: Date of an opportunity going to a Closed Won status.

Lookback Window: The number of days between an event occuring (page view, leads/contacts created, opportunity created, etc.) and a Terminus impression being served to the account. This setting will default to 90 days, but options include 30 Days, 60 Days, 90 Days, 180 Days, or 365 Days.

A selection of “30 Days,” as an example, would look at all ad impressions served to the account 30 days prior to the event date for the account to be considered “influenced” by Terminus advertising.

Additionally, both the reporting cohort (date range) and the lookback window will determine what impression activity is included in the report. For example:

If you are looking to report on events that happened between Jan 1, 2021, and March 31, 2021, and you selected a lookback window of 90 days to measure influence, Terminus impressions served between Oct 4th & March 31st would be captured in the report.

Tactics: This filter can be used to filter the report based on ad impressions that came from specific Terminus advertising tactics. By default, data from all advertising tactics with impression data in the reporting cohort will be selected, but you manually select individual tactics using the dropdown menu or by searching by tactic name.

 

Account Ad Impressions: This option can be used to filter the accounts in the report based on how many impressions they received over the selected period of time. This option will default to a selection of ≥ 1 (meaning, all accounts in the report will have had to seen at least one Terminus impression in the selected reporting time frame), but you also have the option to select a specific impression range; for example, all accounts that saw between 50 - 1,000 impressions.

This filter is a great option for testing different impression thresholds against outcomes like page views, leads/contacts created, and even pipeline and revenue impact.

Metric Tiles

Just below report settings on the Overview page, you’ll find the report summary metrics, and metric tiles.

The summary metrics on this page include:

• Accounts Reached: Accounts with an influenced event, where the impression occurred within the reporting period and lookback window
• Total Ad Spend: Total dollars spent across campaigns within the selected date cohort.
• Total Tactics: Unique advertising tactics that served impressions that resulted in an influenced event within the reporting period and lookback window

Just below the summary metrics are the metric tiles. These include:

• Page Views Influenced: The total page views that occurred after an account was served an impression within the lookback window
• People Influenced: The total leads/contacts created (or stage history events) that occured after an account was served an impression within the lookback window
• Campaign Responses Influenced: The total campaign responses that occured after an account was served an impression within the lookback window
• New Pipeline Influenced: The total opportunity amounts of new opportunities created after an account was served an impression within the lookback window
• Existing Pipeline Influenced: The total amount of existing open opportunities that were open at any time during the selected reporting period, and were served an impression within the lookback window
• Revenue Influenced: The total opportunity amount of opportunities that went to Closed Won in the reporting period, that were served an impression within the lookback window

Hovering over a metric tile will reveal the summary metric for that particular reporting interval.

The Ad Insights Detail Page

Clicking on the “View Details” link on any of the metric tiles will take you to the Detail Page for the Ad Insights report.

Here, users can deep-dive into a specific metric to understand performance over time, how much their advertising spend has influenced that metric, which accounts were influenced, and which advertising tactics influenced those accounts.

 

All detail reports in Ad Insights will have a similar format:

• Report Settings: Will mirror the report settings on the Overview page, but can also be adjusted at the individual report level.
• Summary Metrics: Aggregate metrics related to the primary metric, that give users deeper insights into trends, and how their Terminus advertising campaigns are impacting outcomes.

These metrics will vary, depending on the detail report selected:

Page Views Influenced

• Total Page Views: The number of page views (as tracked by Visitor ID) that occurred after an account was served an impression within the lookback window.
• Spend Per Page View: Total page views divided by total advertising spend for the reporting period.
• Total Ad Spend: The ad spend attributed to accounts with an influenced event within the reporting period and lookback window
• Website Lift: This metric indicates how much more likely accounts are to visit your website after being served a Terminus impression. This is calculated by looking at:

% of accounts with at least one page view, for accounts that saw an impressions within the lookback window

vs.

% of accounts with at least one page view, for accounts with no advertising influence in the lookback window

People Influenced

• Total People: Leads or contacts created after an impression was served in the lookback window
• Spend Per Person: Total leads/contacts created divided by total advertising spend for the reporting period.
• Total Ad Spend: The ad spend attributed to accounts with an influenced event within the reporting period and lookback window
• Average Days to Create New Person: Average number of days between the first impression being served and a lead/contact being created, within the reporting period.

Campaign Responses Influenced

• Total Campaign Responses: Campaign responses created in the current reporting period, after an impression was served in the lookback window
• Spend Per Response: Total campaign responses created divided by total advertising spend for the reporting period
• Total Ad Spend: The ad spend attributed to accounts with an influenced event within the reporting period and lookback window
• Campaign Response Lift: This metric indicates how much more likely accounts are to have at least one campaign response after being served a Terminus impression. This is calculated by looking at:

% of accounts with at least one campaign response, for accounts that saw an impressions within the lookback window

vs.

% of accounts with at least one campaign response, for accounts with no advertising influence in the lookback window

New Pipeline Influenced

• Total New Pipeline: The total opportunity amounts from new opportunities created in the reporting period, after an impression was served in the lookback window
• Spend Per Opportunity: Total new opportunities created divided by total advertising spend for the reporting period
• Total Ad Spend: The ad spend attributed to accounts with an influenced event within the reporting period and lookback window
• % Total Pipeline Influenced by Ads: Percent of total pipeline from new opportunities created in the reporting period, that saw Terminus ad impressions within the lookback window
• % Opportunity Lift with Ads: Are accounts generating opportunity with or without ads; Your percentage of opportunity lift with ads is calculated by looking at how much opportunity is generated without ads, and taking the percentage increase that resulted with ads

Existing Pipeline Influenced

• Total Existing Pipeline: The total opportunity amounts from opportunities that were previously open (determined by their create and close dates) in the reporting period, while an impression was served in the lookback window
• Spend Per Opportunity: Total existing opportunities that were influenced by Terminus ads, divided by total advertising spend for the reporting period
• Total Ad Spend: The ad spend attributed to accounts with an influenced event within the reporting period and lookback window
• % Total Pipeline Influenced by Ads: Percent of pipeline from existing opportunities that were open at any point in the reporting period, that saw Terminus ad impressions within the lookback window
• % Opportunity Lift with Ads: Are accounts generating opportunity with or without ads; Your percentage of opportunity lift with ads is calculated by looking at how much opportunity is generated without ads, and taking the percentage increase that resulted with ads

*NOTE: For Existing Opportunities, the lookback window is determined based on the start date of the selected reporting cohort.

Revenue Influenced

• Total Revenue Influenced: The total opportunity amounts from opportunities that went to Closed Won in the reporting period, after an impression was served in the lookback window
• Spend Per Deal: Total unique deals that were influenced by Terminus ads in the reporting period, divided by total advertising spend for the reporting period
• Total Ad Spend: The ad spend attributed to accounts with an influenced event within the reporting period and lookback window
• % Total Revenue Influenced: Percent of total revenue influenced by ads that was closed in the reporting period

Data Visualization Graph: A visual representation of performance across the selected reporting period. The primary summary metric will be represented by the graph bars, and the secondary metric will be represented by the graph’s trendline.

Hovering your mouse over the graph will reveal specific performance details for the corresponding reporting interval.

Performance Insights: This panel is designed to provide insights to help you benchmark and further optimize the performance of your Terminus Advertising campaigns.

The insights given will vary, based on the specific detail report you are viewing, but may include one of the following insight categories:

• Underserved accounts: This insight category will look at the average ad spend for all accounts that saw impressions and had a tracked event (like a page view, a campaign response, an opportunity created, etc.) in the reporting period, and compares that average against accounts in the same reporting period that saw impressions, but did not have a tracked event. This information can be used to optimize ad spend in your existing tactics, or create a new tactics focused on driving impression volume to those underserved accounts.
• Underperforming accounts: Similar to the “underserved” insight category, this category will look at accounts that received more ad spend than average, but did not have a tracked event in the reporting period. This information could be used to deprioritize ad spend on accounts you are not seeing traction with, or used as an opportunity to try a different approach with ad messaging, offers, etc.
• Reached accounts without [primary metric] or Reached account with [primary metric]: While the Underserved and Underperforming insight categories are more focused on ad budget optimization, these insights will help you understand where you have opportunities to drive engagement and desired outcomes in your key accounts.
• [Primary metric] Lift: This insights category will look at accounts who saw Terminus impressions and had tracked events (new opportunities, existing opportunities, or deals closed) in the reporting period, and compare the percent increase or decrease in the respective outcome against accounts that did not see ads.
  • For example: Percent increase in average opportunity value in accounts that saw Terminus ads, versus accounts with opportunities that did not see ads.

If no performance insights are available for a particular insight category, a message indicating that “no insights are available” will be displayed. For more details on what actions can be taken using performance insights, see the Insights Information Panel section of this article.

Data Table: Each detail report will also have a data table. Here, users can get a breakdown of advertising influence at the metric, account, and advertising tactic level.

Clicking on the dropdown arrow on a row in the data table will also reveal additional information:

Data from the table can also be easily filtered, via search, or exported via .CSV download.

Important note: Advertising data in the Ad Insights report can only be filtered and viewed at the individual tactic level; users will not be able to see data or view performance at the advertising campaign level.

 

The Insights Information Panel

In addition to the performance insights provided in the Ad Insights detail reports, the Insights Information Panel can be used to view account-specific information related to those insights, and take further action.

The information can be viewed at from the overview page:

As well as the detail page:

Clicking on an individual insight will reveal the list of accounts that meet the insight criteria.

From here, users can either export the full list of accounts to take further action, or add those accounts to an existing account list in Data Studio.

From here, users can launch new targeted marketing campaigns and/or sales outreach with a prioritized list of accounts.

Report Use Cases

For more ideas on how you can use the Ad Insights report to understand the influence of your Terminus advertising efforts, and use those insights to optimize and plan future advertising efforts, check out this article.

 

FAQs

What Terminus advertising data is included in the Ad Insights report?

• Data from all Terminus display and global advertising tactics will be represented in the Ad Insights report. Data from Terminus retargeting tactics, and tactics launched using the Linkedin integration, are currently excluded.
  
  • NOTE: Data for Terminus advertising tactics that were created using the .CSV list upload option will not be included in the Ad Insights report (See the “.CSV List Upload” section in this article for more details)

Does the Ad Insights report include campaign-level filters or data?

• Currently, the Ad Insights report only includes filtering and performance at the individual ad tactic level.

Where is the data in Ad Insights sourced from?

• Page views data is sourced from our Terminus Visitor ID.
• Accounts, leads/contacts, campaign, pipeline, and revenue data is sourced from your CRM data, and is also used across other Data and Measurement Studio reports.
• Advertising data is sourced from the Ad Experiences product.

Why am I seeing duplicate accounts in the Ad Insights report?

• We may associate the same ad performance across multiple matched accounts if duplicate records exist in your Terminus-connected CRM.

Will this data match the advertising reports in Ad Experiences, and the advertising data shown in Terminus Engagements?

• The same data that powers the mentioned features is what is shown in the Ad Insights report. Based on the report filters applied in Ad Insights (like impression thresholds and lookback windows), however, the data in Ad Insights will not always match other areas of the platform in the same reporting period.

Can customers with a list-based CRM integration for Data / Measurement Studio leverage the Ad Insights report?

• Yes, customers using the list-based CRM integration can leverage the Ad Insights report.  We require unique system account identifiers (e.g. Account ID) to be present in the list-based CRM integration to attribute Terminus advertising to your accounts.