In a perfect word, every single ad engagement by your target accounts would lead to a tracked buyer journey on your website, yielding a 100% ad server click to website visit ratio.

In reality, seasoned digital advertisers consider a 60% ad click/website visit ratio as ideal. In some cases, this ratio can be as low as 5%. This article explores some of the contributing factors to this figure and offers suggestions on how to maximize it.

Why Ad Engagements and Website Visits Don't Always Match

The first point to realize in comparing ad engagements and website visits is that these are fundamentally different metrics, occurring on different systems and at different times. If a user clicks on an ad and subsequently closes the browser, the click will be recorded on the ad server, but there will be no corresponding website visit. The same will happen if the user has JavaScript disabled in their browser. These two are relatively infrequent occurrences, but they bear mentioning.

Much more common, if your ad's landing page has a missing or improperly-configured Jabmo tag, the visit will not be recorded. Similarly, if your landing page has a redirect and only the redirect has the Jabmo tag, there is a good chance the visit will not be recorded properly.

If a user clicks an ad multiple times within the session duration time window (one day), each click will be recorded individually but they will all count as a single website visit.

Finally, If your website has a cookie consent manager that fires tags only after cookie acceptance, there will be a substantial drop-off in tracked visits; and many of the visits that are tracked in this case will have no anonymous user or session information and so will be ineligible for buyer journey analytics or account-based retargeting.

Note that the engagement data you see in your Jabmo dashboards is the true and accurate picture of your target account engagement with your Jabmo advertising campaigns, straight from the DSP. It will often differ from metrics shown by third party tools such as Google Analytics and Adobe Analytics as those tools have myriad filtering options that tend to limit what they display, and are not inherently account-based.

How to Improve Ad Engagement to Website Visit Tracking

First, it may be worthwhile reviewing the settings on your website cookie consent manager tool. In this area, there is often a trade-off between privacy and quality of marketing analytics. You have a variety of options in the presentation of your cookie consent manager tool, and in the classification of the cookies (JabmoSP0id.ff78 and JabmoSP0ses.ff78) used by the Jabmo tag. If the tool is dismissible, or is presented in an unobtrusive way—e.g. as a small banner on the margins of the website while still allowing user navigation of the site—this makes it less likely that a user will interact with the tool. In an opt-in model, this will translate to low rates of user acceptance of cookies and thus very few visits being recorded. On the other hand, if the cookie consent manager tool is configured such that it impedes further navigation of your website without interacting with it, then you will see much higher rates of visit tracking, particularly if you have classified Jabmo cookies in a preselected category (be that Necessary, Statistics, or Marketing).

Setting the Jabmo tag to load unconditionally will result in the highest possible level of tracking.

Proper placement and configuration of the Jabmo tag is key to maximizing visit tracking. See our Website Tracking Tag documentation for detailed instructions on how to configure your Jabmo tag. It's important for the tag to be present not just on your ad's landing page, but comprehensively throughout your website as this will allow Jabmo to provide you with valuable buyer journey analytics, enable account-based retargeting, and allow you to see the ROI of your ABM program.

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