It’s difficult to draw a direct line from brand-new site visitors to their impact on the bottom line.

That’s why we recently introduced the Full-Funnel Conversion Insights report, which helps AdRoll advertisers measure how many brand-new site visitors—brought in by Prospecting—have become active on your site and later been re-engaged by Retargeting.

Since we launched the report three months ago, we’ve been getting feedback about how advertisers are using it and which metrics are most helpful. We’ve implemented best practices to bring you a nifty infographic on how to read the Full-Funnel Report, as well as some guidance for setting Prospecting key performance indicators (KPIs).

AdRoll - Prospecting Full Funnel report

Download the infographic to learn more about using the Full-Funnel Report to evaluate your campaigns. If you aren’t already running with AdRoll, sign up here

How Prospecting impacts Retargeting in Full-Funnel Reporting

New site visitors brought in by Prospecting often don’t convert at as high of a rate as visitors who have been retargeted—and for good reason. This is because upper-funnel campaigns like Prospecting fulfill a different goal than lower-funnel campaigns like Retargeting.

In lower-funnel campaigns, visitors are retargeted because they’ve already shown interest in converting—by visiting multiple product pages or viewing a pricing page, among a myriad of other scenarios. Meanwhile, upper-funnel campaigns like Prospecting do the heavy lifting of bringing in new visitors who have had little to no exposure to your brand.

Our Full-Funnel report gives you visibility into how new visitors brought in by Prospecting are later retargeted—leading them to convert.

Notably, it shows you Prospecting-assisted conversions, or visitors who converted based on Retargeting but were first engaged by Prospecting. This way, you can clearly quantify the value Prospecting provides to lower-funnel retargeting campaigns and the impact that high-quality new visitors have on your business.

Setting goals and KPIs for new customer acquisition

As you evaluate performance on the Full-Funnel Report or other Prospecting Insights Reports, it’s key to have clear upper-funnel KPIs in mind.

But goals and KPIs vary depending on both your business vertical and what you’re trying to achieve. So start by taking a step back: what’s your marketing team’s overall goal?

For example, AdRoll’s in-house marketing team looks for companies interested in marketing solutions. That translates into concentrating on metrics that speak to the quality of the leads our campaigns are generating, how many new companies we’ve reached, and how well we’re nurturing these companies.

When you’re developing KPIs for your retargeting and Prospecting campaigns, consider tracking the following metrics.

Basic metrics for Full-Funnel and Prospecting Conversion Insights Reporting:

  • New visitors
  • New, quality traffic (visitors who are engaged and have visited three or more pages)
  • Engagement (time on site, number of pages viewed, etc.)
  • View-through conversions
  • Click-through conversions
  • Prospecting-assisted conversions

Other metrics, by vertical:

  • For business to business (B2B): net-new leads, lead score, Marketing Qualified Leads
  • For retail: net-new sales, new shoppers
  • For consumer companies in industries such as travel, media and entertainment, and gaming: net-new users, net-new signups

Advanced metrics:

These show the efficiency of your campaign—essentially how much you’re spending to reach your audience—such as:

  • Cost per acquisition (CPA)
  • Cost per click (CPC)
  • Return on investment (ROI)

Keep in mind that upper-funnel CPA and CPC goals should be set higher than lower-funnel goals for retargeting. That’s because Prospecting reaches new audiences who haven’t heard of your brand before and naturally need more engagement before buying or signing up.

And while Prospecting and Retargeting KPIs should be set differently, they should all feed into your overall goal, which you can track with Full-Funnel Reporting.

For more details on best practices and a definition for each metric, check out our help center article on understanding Prospecting campaign performance.