How Do I Measure Remarketing Performance?

How do you know if you’re remarketing well? This is a tricky campaign to measure, especially since it’s more likely to play a big part in assisted conversions compared to any other campaign. For ecommerce clients, the “Time to Purchase” report might help give you some insight into how remarketing compares to the typical conversion cycle for last-click conversions. The “Time to Purchase” report (categorized under the Ecommerce Conversion reports) has two views: “Days to Transactions” and “Visits to Transactions.” These two reports together give you a sense of just how engaged remarketed users are within the conversion cycle.

   Photo: Company A remarketing results showing low engagement.

In the above report to the left, 18.18% of remarketing transactions have occurred 7-13 days after the initial visit. However, we see to the right that most remarketing transactions occurred in less than 4 visits to the site. What we’re seeing here is that, potentially, one to two weeks can go by with few visits back to the site before a remarketed customer will convert. This company may be interested in trying to close that time gap with a more robust remarketing strategy.

Alternately in the example below, most remarketing transactions occurred less than 4 days after the initial remarketed visit, yet a significant portion of visitors come back to the site 7-25 times until they convert. These visitors are highly engaged for fewer days. The company below had remarketing results much like what’s shown above until we put an expansive remarketing strategy into place. Now remarketing brings in a significant portion of last-click conversions and assists in almost every AdWords conversion.

   Photo: Company B remarketing results showing high engagement.

Take a look at your "Time to Purchase" reports. If it looks like you’re not getting much engagement through remarketing, it might be time to rework or start up a new strategy. If you’re not sure where to get started, let us know so that we can help.