Post-impression (or post-view) tracking monitors a user’s activity from the point that campaign creative is viewed. If the user subsequently converts into a sale on your web site, the conversion is assigned to the specific advert in question. We include a proportion of these conversions as, in any given campaign, users who view the ad may be motivated to respond to your message, but will choose to do so by visiting your site at a later date and registering / purchasing direct.
Industry Standards vary as to the actual “post-impression conversion window”. As with post-click tracking, the window should be set at what is right for your business.
TBG London has two methods of calculating the optimum post-impression conversion window. One is to build a “Time to Convert” report which provides an indication of an ideal window length and the other is to use TBG’s robust A/B testing method, our Post-impression Weighting Test, which ascertains the percentage of post-impression conversions to include for each client.
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