Enabling MNTN Multi-Touch in your prospecting campaigns allows you to increase the number of times someone sees your ad, enhancing brand visibility and furthering your narrative to your target audience.
With that in mind, we’ve introduced three metrics to your reporting dashboard:
Visit Assists, Conversion Assists, and Conversion Assist Order Value are available on all reports. These assist metrics showcase Multi-Touch's impact on your Prospecting campaigns' performance, providing clean and actionable insights regarding a user's pathway to conversion.
❗️Important: Assist Metrics are available in reporting as of 10/1/2023. Reporting data before 10/1/2023 will not include performance against assist metrics, as this addition does not retroactively populate results.
Assist Metrics and their Definitions
Metric | Definition | Methodology |
Verified Visit Assist | Deterministic of how many of your Prospecting-attributed Verified Visits were influenced by Multi-Touch ads during the customer's journey. | Each time a Prospecting Verified Visit event is recorded, we credit the visit to the last TV ad shown.
If the last impression before the Prospecting-driven Verified Visit was a Multi-Touch ad, that Multi-Touch ad will receive a Verified Visit Assist credit in our reporting. |
Conversion Assist
| The total number of Prospecting-driven conversions that Multi-Touch played a role in. | For each Prospecting-attributed Conversion captured, we will attribute the Conversion to the last TV impression served instead of the last Multi-Touch impression served.
The associated Multi-Touch ad will receive Conversion Assist attribution in reporting if the Multi-Touch ad was the last-touch impression served. |
Conversion Assist Order Value | The true revenue impact associated with your Prospecting campaign-driven conversions. | For each Prospecting Conversion captured, we will attribute the Conversion and its Order Value to the last TV impression served instead of the last Multi-Touch impression.
The associated Multi-Touch ad will receive Conversion Assist and Conversion Assist Order Value credit in reporting if the Multi-Touch ad was the last-touch impression served. |
Verified Visit Assist Examples
🔍 Example 1: Verified Visit Assist Recorded ✅
A user is served a TV ad, receives an optional Multi-Touch ad, then visits your site within our Verified Visit requirements and makes a subsequent conversion. In this case, your TV ad will now be attributed with a Verified Visit, and the Multi-Touch ad will be attributed with a Verified Visit Assist.
🔍 Example 2: No Verified Visit Assist recorded ❌
If a user is served a TV ad, and then visits your site organically, that Verified Visit will be attributed solely to your TV ad.
Conversion Assist Examples
🔍 Example 1: Conversion Assist Recorded ✅
A user is served a TV ad, receives an optional Multi-Touch ad, then visits your site within our Verified Visit requirements and makes a subsequent conversion. In this case, your TV ad will now be attributed with a Verified Visit and Conversion, and the Multi-Touch ad will be attributed with a Verified Visit Assist and Conversion Assist.
🔍 Example 2: No Conversion Assist Recorded ❌
If a user is served a TV ad, becomes a verified visitor, and then converts after only being exposed to the TV ad, the conversion will continue to be attributed solely to your TV ad.
Conversion Assist Order Value Examples
🔍 Example 1: Conversion Assist Order Value Recorded ✅
A user is served a TV ad, receives an optional Multi-Touch ad, then visits your site within our Verified Visit requirements and makes a subsequent conversion. In this case, your TV ad will now be attributed with a Verified Visit, Conversion, and associated Order Value, while the Multi-Touch ad will be attributed with a Verified Visit Assist, Conversion Assist, and associated Conversion Assist Order Value.
🔍 Example 2: No Conversion Assist Order Value Recorded ❌
If a user is served a TV ad, becomes a verified visitor, and then converts after only being exposed to the TV ad, the conversion and Order Value will continue to be attributed solely to your TV ad.
* This image is for reference purposes only. This is a sample of a custom Assist report that can be built. Assist metrics will only be added to reporting tables as a default, but can be added to any widget within our Custom Reporting.
Assist Metrics: Key Considerations
1️⃣ Our Verified Visit™ Attribution Methodology Remains Unchanged.
Assist Metrics are not replacing MNTN-attributed Verified Visits™, Conversions, and Order Value. Assist Metrics are recorded in line with our attribution methodology.
Assist Metrics are also not additional visits, conversions, and order value driven by your Prospecting campaigns.
Instead, Assist Metrics are an additional view into your Prospecting Campaign-driven performance.
💡 Note: Regardless of campaign type, MNTN’s Verified Visit attribution remains the same. All campaigns will continue to use our detailed source validation to ensure that MNTN only receives credit for the performance we delivered.
2️⃣ Assist Metrics Exclusively Available for Prospecting Campaigns.
Recency is key when converting customers who have already visited your site. That’s why retargeting campaigns with Multi-Touch enabled serve TV and Multi-Touch impressions simultaneously to strike while the iron’s hot and drive users to take action.
To align with this approach, retargeting campaign reports will continue to only attribute credit to the most recent MNTN ad that a user has been served.
3️⃣ Assist Metrics are Exclusively Recorded for Multi-Touch Ads.
Because Multi-Touch ads are optional, we wanted to showcase their assists in TV's heavy lifting.
❗️Important: In rare instances, a small volume of prospecting outcomes will be attributed to Multi-Touch ads even though television ads preceded these ads.
These outcomes should be attributed to Television, and Multi-Touch should be credited with Assists.
Our dedicated team is actively addressing this to ensure your reporting remains seamless and actionable.
Analyzing Assists Metrics in Your Templated Reports
Details on how the introduction of MNTN Assist Metrics impact the below templated reports:
Report Name | Description | Value |
Channel |
| 🎯 Gain a clear understanding of TV's true performance and its role in shaping your overall strategy by assessing its contribution alongside other channels.
|
Campaign |
| 🎯 This provides enhanced insight into the true performance of all ad components of your campaigns. |
Creative | Performance will shift from Multi-Touch to TV as most Verified Visits, Conversions, and Order Value fall under the TV category.
| 🎯 Advertisers who used Multi-Touch ads had to rely on common naming conventions across TV and Multi-Touch ads to tie the performance delivered by their Multi-Touch ads back to their TV ads to understand which commercials were most effective.
Now, your reporting immediately shows you which TV ads are delivering the best performance without any of that hassle. |
Ad Size |
| 🎯 This provides enhanced insight into aggregate TV performance. |
TV Network | You will now see Verified Visits added back into the TV Network Report. | 🎯 This approach gives you better insight into who your customers are and what they’re interested in. |
Publisher | The Publisher report only indicates Multi-Touch ad performance, so you can leverage our assist metrics to inform strategic decision-making instead. | 🎯 Cleanly understand the influence of your Multi-Touch ad units. |
💡Note: There will be some discrepancies in the data because conversion and visit attribution will apply immediately, but the original visit data tied to the conversion may be inaccurate.