C5. Lift Analysis

ADARA provides a Lift Analysis of our signals within Cortex Search to help you monitor signal performance and campaigns. Cortex Search shows the daily performance of your selected audience (IN) against the 30-day average performance of all other audiences that are not provided by ADARA (OUT). These other audiences may include Google interest/affinity audiences, as well as any other user-lists you have added to you campaigns.

C5.1. Information

Cortex Search displays data in two general columns for Cost Per Booking Improvement and Conversion Rate Improvement as well as major rows for Average for all campaigns and a row for each campaign By Campaign. Each column shows average results for the overall group of campaigns, as well as the individual results for the component campaigns within that group.

For each column of graphs and tables:

• Green indicates positive lift; red indicates negative lift.
• For Conversion Rate (CVR), the goal is to drive the metric up.
• For Cost Per Booking (CPB), the goal is to drive the metric down.

See C2.2. Signals Card (Analyze View) for more information on the analysis options or see A6. Case Studies for detailed lift analysis case studies.

C5.2. Interface

• Hover over a graph to view the details for a segment of that graph.
• Select the two-arrows icon to collapse the campaigns for simpler viewing, then click again to expand and view the details of each campaign.

C5.3. Recommended Best Practices

Once you apply a signal to a campaign, ADARA recommends using your existing monitoring methodologies to evaluate signal and campaign performance, allowing you to then tweak the result as you see fit.

ADARA recommends making weekly checks to follow trends on your signals and campaigns. This analysis can provide insights into specific campaigns that may need attention as well as the performance of the particular signals.

Cortex Search - Sample Lift Analysis View