Today, users face dozens of advertising messages every day, but they do not always respond to them immediately. Many people make a purchase after they have seen the ad. To understand exactly how impressions affect the audience’s actions, post-view analytics is used. This tool helps advertisers objectively assess the effectiveness of campaigns and identify the impact of media formats on customer behavior.
What is post-view
Post view is an analysis method that tracks the user’s actions after viewing an advertisement, even if he did not click on the link.
For example, a person saw a banner, remembered the brand and a few days later went to the site himself and placed an order.
Unlike the traditional click-based model, post-view analytics shows how advertising works on recognition and trust. It helps to understand what place each show occupies in the process of making a purchase decision.
For example, a person saw a banner, remembered the brand and a few days later went to the site himself and placed an order.
Unlike the traditional click-based model, post-view analytics shows how advertising works on recognition and trust. It helps to understand what place each show occupies in the process of making a purchase decision.
How post-view analytics works
When the user sees the advertisement, the system records the viewing. If later he returns to the site and performs a target action, the data is linked into a single chain — this is post-view conversion.
Modern analytical systems (Google Ads, Meta, myTarget, Yandex) take into account such views, evaluate their impact and generate reports that show how media advertising helped the user make a decision.
Post-view analysis allows you to calculate the contribution of media formats to the overall effectiveness of the campaign, not limited to clicks.
Modern analytical systems (Google Ads, Meta, myTarget, Yandex) take into account such views, evaluate their impact and generate reports that show how media advertising helped the user make a decision.
Post-view analysis allows you to calculate the contribution of media formats to the overall effectiveness of the campaign, not limited to clicks.
Why post-view analytics is important
Traditional metrics, such as CTR or CPC, do not always reflect the real impact of advertising. The user can see the ad, but become interested in the product only after a while. Without post-view analysis, such conversions are lost, and advertising seems ineffective.
Post-view analytics allows you to:
Post-view analytics allows you to:
- Assess the impact of advertising on demand formation
- Track user actions after viewing
- See the full path of the customer from the first contact to the purchase
- Increase the efficiency of advertising budget allocation
Advantages for advertisers
The use of post-view analytics helps businesses make decisions based on facts, not assumptions. Main advantages:
Post-view analysis helps to understand which ads work better, how the audience reacts to the brand and what really affects the purchase.
- Understanding the role of each format in the conversion chain
- Accurate assessment of the effectiveness of media advertising
- The ability to optimise advertising campaigns
- Increasing profitability due to the correct allocation of the budget
- In-depth analysis of user behaviour
Post-view analysis helps to understand which ads work better, how the audience reacts to the brand and what really affects the purchase.
Example of use
The company launched video advertising in Moscow. One of the users watched the video, but did not go to the site. A few days later, he found the brand in the search and placed an order. Without post-view analytics, such a conversion would not be taken into account.
Thanks to the collected data, it is possible to determine for sure that it was watching the video that influenced the client’s decision. This makes it possible to assess the contribution of each contact and adjust the promotion strategy.
Thanks to the collected data, it is possible to determine for sure that it was watching the video that influenced the client’s decision. This makes it possible to assess the contribution of each contact and adjust the promotion strategy.
How to implement post-view analytics
In order for post-view analysis to bring real results, it is important:
Thus, it is possible to objectively assess the effectiveness of advertising and understand how it affects users even without direct interaction.
- Configure the correct attribution in the analytics system
- Define the conversion window — the period during which the action is associated with the view
- Compare post-view and post-click data for a more accurate picture
- Analyse reports to improve formats and creatives
Thus, it is possible to objectively assess the effectiveness of advertising and understand how it affects users even without direct interaction.
Conclusion
Post-view analytics is a key tool for those who want to see a complete picture of the audience’s interaction with the brand.
It shows how media advertising affects the awareness, interest and decisions of customers.
Using post-view analysis, companies obtain reliable data on user behaviour, optimize campaigns and make advertising more effective.
It shows how media advertising affects the awareness, interest and decisions of customers.
Using post-view analysis, companies obtain reliable data on user behaviour, optimize campaigns and make advertising more effective.
