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      Exposure Group Analysis Walkthrough

      This article will guide you through the key features of the AMC - Exposure Group Analysis Dashboard, explaining how to navigate and utilize the tool to make data-driven decisions that enhance your advertising efforts.

      1. Introduction/Description of the Dashboard

      The AMC - Exposure Group Analysis Dashboard is designed to help you analyze the effectiveness of your advertising campaigns across various stages of the sales funnel. It provides a comprehensive overview of key performance indicators (KPIs) such as unique users, total purchases, cost-per-click (CPC) versus cost-per-thousand impressions (CPM), return on ad spend (ROAS), and conversion rates. By leveraging these insights, you can optimize your advertising strategies, improve customer engagement, and ultimately boost your sales performance.

      2. How to Navigate to the AMC - Exposure Group Analysis Dashboard

      1. Access the Dashboard:

      2. Apply Filters:

        Use the dropdown menu at the top of the dashboard to customize the view according to your needs by selecting appropriate filters for your specific use case.

      3. How to Use the Dashboard

      To maximize the utility of the AMC - Exposure Group Analysis Dashboard, follow these steps:

      Start by reviewing the key metrics displayed at the top of the dashboard, such as Unique Users, Total Purchases versus New to Brand Purchases, CPC versus CPM, ROAS, Click-Through Rate, and Conversion Rate.


      Awareness

      This section highlights how many unique users have been exposed to your ads, segmented by various demographics or behavior patterns.

      Consideration

      Analyze user engagement metrics here to understand how many users considered making a purchase, based on your marketing efforts.

      Purchase

      This section tracks the actual conversions, helping you assess which campaigns are driving sales.



      Loyalty

      Understand the long-term impact of your campaigns by looking at repeat purchases and customer retention metrics.

      4. When to Use the Dashboard

      • Use Case 1: Identifying the Best Channels for Driving Awareness

        By analyzing the Unique Users metric across different marketing channels, you can identify which platforms are most effective at reaching new audiences. This insight allows you to allocate more budget to channels that maximize your brand's exposure.

      • Use Case 2: Improving Engagement with High-Interest Audiences

        The Click Through Rate metric provides insight into how well your ads are engaging potential customers. By understanding which messages or channels generate the highest CTR, you can refine your ad creatives and targeting strategies to boost engagement during the consideration phase.

      • Use Case 3: Boosting Conversions by Targeting High-Intent Users

        By focusing on the Conversion Rate and ROAS metrics, you can identify the most effective strategies for turning interested prospects into paying customers. This can help you optimize bidding strategies or refine your product offerings to maximize conversion rates and overall profitability.

      • Use Case 4: Strengthening Customer Retention and Lifetime Value

        The Loyalty section provides insights into repeat purchases, helping you understand the long-term impact of your campaigns. By analyzing the trends in repeat customer purchases, you can develop strategies such as loyalty programs or personalized marketing to enhance customer retention.

      • Use Case 5: Monitoring Campaign Performance Over Time

        Use the trend analysis features to observe how your campaign metrics evolve over time. This helps in identifying patterns, understanding seasonality, and making informed adjustments to your campaigns to sustain or improve performance.