The following table describes the terms included in the results of a SMART campaign report, plus data exported in CSV format.
Table 10. Terms included in results
|
Term |
Appears in |
Description |
|---|---|---|
|
User ID |
CSV file |
The User ID in the Q2 database. |
|
Adopted |
CSV file |
A column to indicate users that:
Multiple users can be linked to one account. For example, a couple that shares a new account are counted as 2 in the Adopted count because they are 2 users, but only as 1 in the Adoption count because they share a single account. Adopted refers to users; Adoptions refers to accounts. |
|
CSV file and Report page |
The number of accounts added in the same product family, while the campaign was active. This includes any new accounts adopted by account holders at your FI, including:
NoteSurveys, online features, and announcements do not result in adoptions data. |
|
|
CSV file and Report page |
The number of new accounts that have a new association with a user that is enrolled in a campaign promoting that product family. The user must have at least one impression to indicate the user viewed an ad. Also, the new account must have become newly associated with the user while the campaign was active. NoteThe Conversions value may seem skewed if a user targeted by a campaign adopts a product but never selected an ad. Surveys, online features, and announcements do not result in conversions data. |
|
|
CSV file and Report page |
The monetary amount assigned to each conversion (in USD format) for that campaign. |
|
|
CSV file and report page |
The total monetary amount the campaign has resulted in, based on the conversion value that was applied. Multiplying the Conversion value by the number of conversions equals the total current conversion value. |
A conversion occurs when the system detects that an impression occurred, meaning a user clicked or saw a campaign ad or had an opportunity to see an ad. Adoptions is a tally of the accounts added in the same product family, regardless of whether or not an impression occurred.
These two terms are necessary because the system can track impressions and clicks for individual users but only has account-level data for account adoption.
The number of adoptions is key data for most FIs, but reports also include conversions, so FIs can identify specific users who were targeted by a campaign and adopted a product.
Note
Conversions and adoptions are only counted on the following campaign types: Promote a deposit, Promote an investment product, Promote a loan, and Promote another product.
A married couple shares an online banking account. Each has a unique login ID and password. The wife clicks an ad for a car loan. The couple was targeted by a recommended campaign because demographics reveal their son may be driving soon. Because they added an account for a car loan after being targeted by a campaign and clicked an ad, the new account is counted as one conversion and one adoption.
The same couple applies for a student loan for their son. The parents were not targeted by a campaign for loans but requested one at a local branch. This is considered a single adoption (the couple shares a single account), but not a conversion because they were not in the target audience for a related campaign. Even if they were targeted by a campaign but never clicked or saw an ad for a student loan, the new account would still be counted as a single adoption but not as a conversion. Conversions only occur if a user sees an ad and opens a related account.