Correlating Attention to Impact for Insurance
Placements with More Attention Had More Conversions
Higher quality media, through the lens of attention metrics, is more likely to drive a conversion. This campaign data, taken from domains with 25K+ impressions, shows a positive upward trend in conversion rate as the average attention per impression increases.
Incrementality Increases with Attention
Beyond attribution, incrementality strives to identify the causal event of a conversion. Breaking out the raw data into average AU buckets of 2 AUs each, we see a positive trend between increasing AUs and conversion incrementality rates.
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