Adtriba’s New Feature #2: Introducer, Influencer and Closer – Customer Journey Analysis

Adtriba’s New Feature #2: Introducer, Influencer and Closer – Customer Journey Analysis
April 5, 2017 János Moldvay
cafe

In this series about the new features you asked for, here comes the Customer Journey Funnel Report! A clear and detailed overview of the steps your customers went through and which sources brought them to a conversion.

Where can I find it?

You can find a new entry under “Customer Journey” called “Funnel” in your Adtriba console.

funnel (1)

This report helps to understand in which part of the customer funnel every channel or source interacts with your customers. Here is a description of the different performance indicators:

Introducer: number of customer journeys for which this source is the first touch point

Influencer: number of customer journeys for which this source is the middle touch point (or one of several touch points)

Closer: number of customer journeys for which this source is the last touch point before the conversion

Single: number of customer journeys with only one touchpoint

share-distribution

Blue: introducer|Yellow: influencer|Light green: closer|Dark green: single

View & Click Through Conversions: number of customer journeys for which this source has at least one touch point

Your funnel report

Your funnel report

In the last column of the report, you can click on the magnifier to display a breakdown of the analysis over the past 29 days for the a specific source (displayed below the table). Let’s have a look the top source together – in this case Google.

A source's daily performance

A source’s daily performance

Using the same color code, you can identify the role Google played as a source on a daily basis and how many clicks it generated. For instance, on March 26, Google as an introducer accounts for 1,878 conversions. Clicking on the captions below the graph allow you to filter out one or several sources, accordingly to your needs.

The benefits

This report helps to understand the role every vendor and source plays in your marketing funnel. For example, it allows you to easily check whether a DSP actually meets the prospecting goals or whether it is only retargeting your existing visitors or customer. This analysis is particularly valuable when differentiating new and returning customers in the Adtriba reports.

In a nutshell:

  • See the biggest sources at one glance
  • Find out who your best introducers/influencers/closers are
  • Identify underperforming DSPs
  • Understand the behavior of your sources on a daily basis