We know you’re eager to get up and running quickly. Prior to getting your campaign built out on MNTN, it’s important to understand your overarching business goals, as this will help inform the strategy surrounding MNTN pixel implementation, audience targeting, and creative messaging.
Your campaign goal is the outcome you and your broader business value the most. It’s important to understand what you’re looking to achieve to ensure you’re selecting the correct campaign goal.
💡Note: The needs of your business will likely fluctuate with time, especially given seasonal trends.
To kick off with MNTN, you may want to consider focusing on growing awareness and increasing the number of site visits. After a few months of building awareness and harnessing more monthly unique visitors, you may want to focus more on purchases for those site visitors or perhaps a form-fill acquisition.
Browse this list of goals to find one that best aligns with what you’re trying to achieve on MNTN.
Campaign Goal | Your business goal | Performance Metric | Conversion Point |
Cost per Visit (CPV) | Grow awareness of your business for your target audience. This goal will help you reach the largest number of households with the highest propensity for a site visit.
For example, if you’re looking to grow the number of new site visitors to your site, CPV may help potential households become more familiar with your business and thus visit your site.
Let’s say Sarah’s Nursery is launching its site which showcases not only their current inventory but also their in-store events and promotions. The CPV goal will allow them to create a new campaign that encourages users to visit their website and learn more. | Households Reached, Verified Visits, Visit Rate | Since Sarah’s Nursery is looking to promote its in-store events and promotions.
They should consider placing the MNTN conversion pixel on the events and promotions page on their site. |
Cost per Completed View (CPCV) | Increase the number of households that view your ad through to completion. Keep in mind, we are only serving your CTV ads on premium, non-skippable inventory. What sets this apart from CPV, is the pure focus on awareness rather than awareness and subsequent visits.
For example, if your business is brand new, has a new product, or has been renamed recently, CPCV can help in growing overall awareness of your brand.
Let’s say Sarah’s Nursery is going to launch a new store in a new region and they’d like to grow overall awareness for their new location. The CPCV goal will allow them to create an MNTN campaign that promotes their new location to households in the area. | Completed View Rate*
*Metric made available via Custom Reports | Sarah’s Nursery is looking to grow awareness for their new location which is showcased in their CTV video.
They could place their conversion pixel on their button on the homepage that prompts the user to visit the site page for their new location. |
Cost per Acquisition (CPA) | Find more households likely to engage with your business’s site and take desired actions on your site.
For example, if you’d like folks that are interested in your businesses products or services to sign up for a monthly newsletter, this goal will help reach households willing to share that information with you.
Let’s say Sarah’s Nursery has just launched a new monthly newsletter. Using the CPA goal, they can create a campaign that drives users to not only visit their site but to fill out the newsletter form on their homepage. | CPA, Conversion Rate | The goal of Sarah’s Nursery campaign is to gather sign-ups for their newsletter.
They should consider installing their conversion pixel on the confirmation page after a user signs up for their newsletter. |
Return on Ad Spend (ROAS) | Find households likely to purchase your goods or services.
For example, if you’d like to reach households more likely to make a purchase, such as through an e-commerce site, you can use the ROAS goal*.
Let’s say Sarah’s Nursery has added robust e-commerce functionality to its existing site, allowing users to purchase in-stock inventory. Using the ROAS goal, they can create a campaign that encourages customers to visit their site and purchase a product.
*When selecting a ROAS goal for your campaign, ensure your conversion point is mapped to a revenue-generating event with ‘Order Amount’ mapped. | ROAS, Conversion Rate | The goal of Sarah's Nursery campaign is to drive purchases on their e-comm site.
They should place their conversion pixel on the confirmation page after a user completes a purchase. |
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