A home improvement store has rebranded some of the hardware they sell. They want to determine the impact of their media campaigns by seeing how many new and unique users have bought their hardware and have seen their ads. Which reports will help them do this?
- The Standard report and the Unique reach report
- The Standard report and Floodlight Report
- The Floodlight Report and the Unique reach report
- The Floodlight Report and Reach report
Explanation:
The correct answer is option “The Floodlight Report and Reach report”, which includes the Floodlight Report and the Reach report. The Floodlight Report is essential because it tracks conversions and actions users take after viewing or clicking on ads, thereby measuring the impact of media campaigns on purchases of rebranded hardware. It provides detailed insights into conversions attributed to specific ads, helping the home improvement store understand the direct correlation between their ad exposure and customer actions like purchases. The Reach report complements this by showing the unique users who have been exposed to the ads, providing information on the audience reached by the campaigns. Together, these reports allow the store to assess both the effectiveness of their media campaigns in driving conversions (through the Floodlight Report) and the extent of their ad reach among new and unique users (through the Reach report). This comprehensive analysis helps in optimizing future campaigns, targeting the right audience segments, and maximizing the return on advertising investment by focusing on channels and messages that effectively drive new hardware sales following the rebranding effort.