Pay Per Click Performance

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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.

Report date ranges that include current or future dates will have incomplete data due to when reports are refreshed. We strongly recommend selecting a date range that only includes past dates.

Report Navigation - Note: 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 - Note: This section of the report shows high-level, combined data across all marketing campaigns integrated with CallPotential's Marketing Analytics.

(C) Impressions - The total number of times your ads were shown on screen.
(D) Clicks - The total number of times your ads were clicked.
(E) Sessions - The number of website sessions that originate from an ad.
(F) Call Conversions - The number of call conversions in the selected date range. A call conversion is when a person places a call and is associated with a session. 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 in the selected date range. A Lead conversion is a person who became a Lead from a phone call or web reservation and is associated with a session.
(H) Rental Conversions - The number of rental conversions in the selected date range. A rental conversion is a person who became a tenant from a phone call or web reservation and is associated with a session.
(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.
(L) ROI - The Return on Investment (ROI) is calculated at the account level by (Lifetime Value - Amount Spent) / (Amount Spent) * 100.

Campaigns - Note: 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 website sessions that originate from an ad.
(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 in the selected date range. A call gets counted as a conversation based on your ad and call conversion filter settings. Note: 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 in the selected date range. A Lead conversion is a person who became a Lead from a phone call or web reservation and is associated with a session.
(Q) Rental Conversions - The number of rental conversions in the selected date range. A rental conversion is a person who became a tenant from a phone call or web reservation and is associated with a session.
(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 determines what your cost per call is.
(T) Cost/Rental - A campaign’s total cost divided by the number of rental conversions determines your cost per Lead.
(U) Amount Spent - The total dollar amount spent on all ad campaigns.
(V) Lifetime Value - Monthly Revenue (J) multiplied by an average length of stay estimated to be 12 months.
(W) ROI - Return on Investment (ROI) is calculated by (Lifetime Value - Amount Spent) / (Amount Spent) * 100.