Advanced Analytics

Advanced Analytics provides in-depth insights, detailed interaction tracking, and powerful visualizations to optimize responsive ad performance using enhanced metrics and segmentation.

Advanced Analytics powered by Amazon QuickSights

ResponsiveAds' Advanced Analytics feature offers an enhanced suite of tools for tracking and evaluating the performance of your responsive ads. This advanced functionality provides deep insights into user interactions and ad engagement, beyond the metrics available in basic analytics. Advanced Analytics uses Amazon QuickSight integration, allowing for more sophisticated data visualizations, segmentation, and real-time reporting to better inform your advertising strategies.

Key Features of Advanced Analytics

Detailed Engagement Metrics

Advanced Analytics measures user interactions and time spent with ads, offering a comprehensive view of how audiences engage with your creative. Key metrics include:

• Total In-View Time (IVT): Tracks the total time the ad was viewable on screen.

• Total Engagement Time (ET): Measures how long users actively engage with the ad content.

• Completion Rates: Captures the percentage of users who complete interactive elements, such as video views or puzzle interactions.

Enhanced Interaction Tracking

Advanced Analytics tracks specific interactions within the ad, such as:

• Starts and Ends: Initial engagement (Starts) and completion of interactions (Ends).

• Hover, Click, and Expand Metrics: Measures user behaviors such as hovering over or clicking on elements, expanding sections of the ad, or interacting with interactive modules like quizzes, carousels, or scrollable content.

Heatmaps

A powerful tool for visualizing how users interact with different areas of the ad. Heatmaps show high-activity zones where users engage most, providing insights into content placement optimization and ad design effectiveness.

Video and Audio Performance

For ads with multimedia elements, Advanced Analytics provides detailed reporting on:

• Video Metrics: Tracks video start, completion, and quartile progress (25%, 50%, 75%, 100%). It also measures interactions with video controls like play, pause, and mute.

• Audio Metrics: Captures listen-through rates, time spent on audio, and audibility rates (how long audio was active while the ad was viewable).

Custom Event Tracking

ResponsiveAds allows for custom tracking, giving you the ability to monitor specific behaviors, including:

• Scroll Depth: Understand how far users scroll through your ad's content.

• Clickthrough Element Tracking: Measures clicks on specific elements like Call-to-Actions (CTAs), product carousels, and interactive games.

• Form Interactions: For ads featuring lead generation forms, track submission rates and partial completions.

Segmentation and Personalization

Advanced Analytics offers powerful segmentation tools. Ads can be analyzed based on:

• Device Type: Segment data by mobile, tablet, or desktop to see performance variations across platforms.

• Operating System and Browser: Understand how different environments impact ad performance.

• Geolocation and Time: Analyze ad performance based on location, time zones, and contextual conditions like weather or holidays.

• Market-Specific Reporting: Track how different ad variants perform in specific geographic or market segments.

Drill down into your data with Advanced Analytics

Interactive and Dynamic Ad Performance

For dynamic creatives that adjust based on external factors like location or weather, Advanced Analytics provides:

• Dynamic Variant Reports: Measure the effectiveness of different ad variants (e.g., ad content tailored to sunny vs. rainy weather) and their respective performance.

• Dynamic Content Heatmaps: Shows which variants drive the most engagement and conversions based on contextual triggers.

Downloadable and Shareable Reports

Advanced Analytics allows you to export detailed reports in various formats, such as CSV or PDF. These reports can be shared with stakeholders, and QuickSight enables real-time dashboards that can be customized for specific team members or external partners.

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How to Access Advanced Analytics

To access the Advanced Analytics feature:

1. Upgrade: Advanced Analytics is a premium feature requiring a subscription. Contact your ResponsiveAds representative or support team to activate this feature.

2. Integration with Amazon QuickSight: Upon activation, you will gain access to Amazon QuickSight dashboards where your ad performance data will be visualized. From there, you can filter, analyze, and export custom reports based on your requirements.