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This report provides insight into the effectiveness of advertising budgets at the account and campaign-level for administrators and other select users. Data included in this report allows those individuals to make informed decisions about where to best focus their advertising spend.


Note

Italicized terms represent clickable icons on the specific screen being discussed.

Terms in blue are links to additional information about the described functionality.

The report initially provides data from the beginning of the month to the current date. So if the date is October 18th, there will be 18 days worth of data. You can edit the dates to better customize the data by adjusting the start and end date.

Report Navigation - The report includes information around when ads were accessed, how many calls were made, and how many Leads were created. Adjusting the Start & End date impacts how much of that data is included in the report. 

  • (A) Start Date - Click to access a calendar and adjust the beginning date of the data presented in the report.
  • (B) End Date - Click to access a calendar and adjust the ending date of the data presented in the report.


Account - This section of the report shows high-level, combined data across all marketing campaigns integrated with CallPotential's Marketing Analytics. You can click any column header to customize its sorting options.

  • (C) Impressions - The number of times all of your account-wide ads were displayed on pages.
  • (D) Clicks - The number of times all of your account-wide ads were clicked.
  • (E) Sessions - The number of times a DNI phone number was assigned via CallPotential’s DNI service. When a person arrives at your website after performing an online search and clicks a keyword that serves your ad, CallPotential's DNI service swaps out the location's actual phone number and displays a unique phone number specific to that caller so their activity can be tracked.
  • (F) Call Conversions - The number of call conversions. A call conversion is a person who clicked on an ad within the selected date range and places a call to the number that is served via the DNI. Depending on your ad settings, call conversions can also include calls from a Lead or Customer who have already been associated with an ad.
  • (G) Lead Conversions - The number of Lead conversions. A Lead conversion is a person who clicked on an ad and became a Lead in CallPotential within the selected date range either via a phone call or web reservation.
  • (H) Rental Conversions - The number of rental conversions. A rental conversion is a person who was served a DNI number and became a tenant within the selected date range either via a phone call, web reservation or web rental. 
  • (I) Amount Spent - The total dollar amount spent on all ad campaigns.
  • (J) Monthly Revenue - The sum of rent rates collected from rental conversions (explained in H).
  • (K) Lifetime Value - Monthly revenue generated from rental conversions multiplied by 12 months.


Campaigns - This section of the report shows data for each ad campaign that is integrated with CallPotential's Marketing Analytics. You can click any column header to customize its sorting options.

  • (M) Sessions - The number of times a DNI phone number was assigned via CallPotential’s DNI service. When a person performs an online search for storage, clicks on an online ad and lands on a storage company's website, CallPotential's DNI service swaps out the location's actual phone number and displays a unique phone number instead so their activity can be tracked. A DNI phone number is the number that is assigned to that particular visitor.
  • (N) Calls - The total number of calls to a DNI number. For example, when someone clicks on an ad, gets taken to the linked website utilizing CallPotential's DNI service and then calls the phone number listed on that website.
  • (O) Call Conversions - The number of call conversions. A call conversion is a person who clicked on an ad within the selected date range and places a call to the number presented in the ad. Depending on your ad settings, call conversions can also include calls from a Lead or Customer who have already been associated with an ad.
  • (P) Leads Conversions - The number of Lead conversions. A Lead conversion is a person who clicked on an ad and became a Lead within the selected date range either via a phone call or web reservation.
  • (Q) Rental Conversions - The number of rental conversions. A rental conversion is a person who clicked on an ad and became a tenant within the selected date range either via a phone call, web reservation or web rental. 
  • (R) Cost/Call - A campaign’s total cost divided by the number of call conversions.
  • (S) Cost/Lead - A campaign’s total cost divided by the number of Lead conversions.
  • (T) Cost/Rental - A campaign’s total cost divided by the number of rental conversions.
  • (U) Amount Spent - The total amount spent on the campaign.
  • (V) Lifetime Value - Monthly revenue multiplied by 12 months.
  • (W) ROI - The percent return on investment calculated by (Lifetime Value - Amount Spent) / (Amount Spent) * 100.


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