SmartPromos Analytics Overview
Top of Funnel Metrics
For dynamic SmartPromos, we define an Impression as an ad being delivered to a user via the dynamic ad insertion platform. For baked-in SmartPromos, we define an Impression as a download of an episode containing the ad. This information is also available graphically.
Reach is the number of unique devices that downloaded the episode containing the promo, or were delivered the promo via DAI.
The Incremental metric in parentheses displays the share of total Reach that received a promotion from this campaign, but hasn't received promotions for other campaigns. In other words, is the incremental reach above the other campaigns Chartable has measured promoting this podcast. In the example above, 33,858 of the 34,428 unique devices reached had previously not been reached by other SmartPromos.
Frequency is the average number of ad exposures per unique device. It is calculated by dividing Impressions by Reach.
The Converted Devices metric is the total amount of unique devices (IP address and user agent combination) attributed to a promo that downloaded enough of at least one episode of the promoted show to playback at least 60 seconds of audio within the given attribution window. This information is also available graphically.
The New Converted Devices metric displays the share of listeners in the Converted Devices metric that had not downloaded an episode of the promoted show in the previous 60 days. This information is also available graphically.
The downloads metric in parentheses is the total amount of episodes downloaded by these devices.
In the example above, as displayed under Converted Devices, 93 device downloaded 114 episodes total. By dividing Converted Devices by the number of Impressions we can calculate a Device Conversion Rate of .669%.
As displayed under New Converted Devices, 77 of the devices and 90 of the downloads outlined in Converted Devices had not downloaded an episode of the show in the previous 60 days. By dividing New Converted Devices by the number of Impressions we can calculate a new conversion rate of .550%.
By inputting a number in the "Total Cost" field for a SmartPromo, a few additional metrics will be calculated. You can navigate to this field by clicking "Edit" on a SmartPromo's analytics page. These metrics include Cost Per Conversion and Cost Per New Conversion.
On the SmartPromos > Audience page of your dashboard, you are also able to view Geography and Podcast Player information for impressions or downloads of SmartPromos promoting your dashboard's podcasts. This information can be filtered by date or SmartPromo.