In a perfect world, every single ad engagement by your key accounts happening on the web would result in a website visit, yielding a 100% ad server click-to-website visit ratio.

However, in reality, a 60% ad click-to-website visit ratio is considered a good enough ratio. On the lower end, some advertisers might even see a figure of 5%. This click-to-visit ratio generally depends on a wide variety of factors ranging from the industry you operate in, to your website and tracker setup. This article explores some of the contributing factors to this figure and offers suggestions on how to maximize it.

Understanding Why Ad Engagements and Website Visits Don't Always Match

The first point to realize in comparing ad clicks/engagements and website visits is that these are fundamentally different metrics. After targeting, bidding and serving ads to the right companies/audience, an ad engagement is the concluding outcome in the advertising ecosystem. A web visit happens post-click, in a journey across technologies and systems.

Most advertising and marketing platforms opt for a click-first or click-only reporting approach because it provides the most complete picture possible of user engagements without any filtering.

In the Jabmo ABM Platform, engagements represent in most cases ad clicks by key accounts. Overall channel engagements are clicks happening across connected marketing/advertising platforms and integrations. Examples include ad clicks happening on advertising platforms, email clicks happening in marketing automation platforms and webinar events (registration and/or attendance) by key accounts.

For Account-Based IP Ads, 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 our advertising platform (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.

For example, an ad click might have led to a web visit and a conversion but won't be reported if the URL tracking parameters, analytics tracker or cookie consent tool haven't been set up properly. An ad click to web visit drop-off can happen for a number of reasons. Some of them are:

  • 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.

  • 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.

  • If a user has JavaScript disabled in their browser, your website analytics tracker won't be able to record the visit.

  • If your ad's landing page has a missing or improperly-configured web analytics tracker, the visit will not be recorded.

  • If your landing page has a redirect and only the redirect has your web analytics tracker, 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.

  • If your web analytics tool is sampling data for reporting (not considering and reporting on all website visits but instead a sample of these visits)

How to Improve Ad Engagement to Website Visit Tracking

This article does not aim to provide an exhaustive list of every possible improvement. However, it does represent most of the opportunities we believe a typical B2B website has.

Cookie Consent Tool Configuration

Most cookie consent management tools automatically configure tag managers and web analytics tools to fire only after a user accepts browser cookies. While this is a pretty standard setup, this is also the biggest drop-off factor.

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 user privacy and the quality of marketing analytics. Here are some areas you may explore:

  • Review your web analytics tool and tag manager classification.

    In your consent manager tool, make sure your web analytics and/or tag manager are classified in the appropriate category (most commonly the analytics category) to maximize opt-ins.

  • Review consent requirements and setup by GEO/region.
    A lot of businesses implement consent management with out-of-the-box configuration. Depending on the applicable privacy rules regulating your business and website, the requirements for cookie consent will vary. This may provide opportunities to increase consent opt-in rates for visitors from certain regions by not showing the consent dialog or showing an implied-consent dialog.

  • Leverage Anonymous User Tracking
    If your web analytics tool has an anonymous user tracking ability, it may be possible for you to configure it to fire without requiring user cookie acceptance.

  • Experiment with the Cookie Consent Display Dialog/Notice to optimize for opt-ins

Note: You have a variety of options in the presentation of your cookie consent manager tool, and in the classification of the cookies. 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 might see much higher rates of visit tracking but higher bounce rates.

Website Redirections and URL Parameter Stripping

Some websites have URL redirections that strip away URL tracking parameters which contains information like the traffic source and campaign that web analytics tool use to attribute web visits. For example, a website might be redirecting non-www requests to it's www version and stripping URL parameters at the same time.

Web Analytics Tracker Implementation

Proper placement and configuration of your web analytics tag is key to maximizing visit tracking. It's important for the tag to be present not just on your ad's landing page but comprehensively throughout your website.

Website Loading Speed

Your website/webpage loading speed has a direct impact on how many visitors stay on a page long enough after an ad click to be registered by your web analytics tracker. If your web pages take too long to load, your web analytics tracker will likely take longer to load leading to fewer visits tracked as visitors bounce off the page before trackers are loaded. Similarly, a slow tag manager or slow web analytics tracker will have the same effect.

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