Website visitation and conversion lift report
Measure the lift in visits and conversions on your website.
There are three core elements that go into conducting a website visitation and conversion lift report:
1. Measured Exposures
Mira receives campaign ad play logs from Adomni. The play logs contain the time stamps and locations where each ad was played. Using a proprietary technique, Mira then isolates the mobile device ids (MAIDs) that were exposed during the time your ads were shown.
*Data used is anonymized, consumer-safe, double opt-in mobile audience data.
2. Control Group
Mira then constructs a control group of anonymized mobile device ids that mirrors the test group across as many variables as possible such as demographics, geography, and more. The one big difference? These devices were not exposed to the Digital out of home campaign.
Place unique tracking pixels onto the website to identify the web visits and on-site conversions.
The data is thoroughly analyzed to control for seasonality, external factors, and structural bias. It is also observed through Pre vs Post methodology to further increase confidence that it was in fact the digital out of home exposure that drove the visit.
The result is the net percentage difference in website visits and on-site conversions between the test group and the control group, indicating the lift impact your out of home campaign had on consumers.
For this study, there are three critical items needed:
1. The website URL that will be used for tracking needs to be emailed to firstname.lastname@example.org
2. Include in your email the quantity of days after the DOOH campaign ends that will be counted in the attribution analysis (aka. attribution window).
For example, if you are running a 28-day DOOH campaign, we recommend adding 2 weeks to the end of the campaign. The attribution window becomes 42 days.
3. The tracking pixel(s) that represents conversion(s) needs to be added to your website.