This article explains how to evaluate a new channel’s performance marketing performance
One of the most common use-cases of the platform is understanding the value of new channels you started or restarted.
How to Measure a newly opened channel ?
- Use the dashboard to find the Opened or Restart Channel or campaign activities you would like to measure (the green flag). You can also use the advanced filters to find those more easily.
- Click the activity and select “Measure”
The measurement should take a few minutes.
Understanding the results of a new channel measurement
Results for a newly launched channel will look similar to all measurement results, showing the impact over the KPIs as shared by you. We'd advise measuring several changes in spend for a new channel, before making a decision regarding its spend.
As a channel launch would always be a “positive” activity (i.e. one that increases your spend), ask yourself “what’s the impact of this new channel over my performance?”
Looking at the following example, we can identify a positive contribution to revenues, but cannot identify significant contribution to conversions.
In this case, the new channel launched in the US did not yield incremental value.
Should the impact be positive across all KPIs, or the new channel stands in your defined goal - This is a good sign to scale up the channel, as it produces incremental value.
Should the impact be negative, or the channel produces a high CPI/A or a low ROAS (as a result of not enough conversions or revenue compared to the investment), you should consider to decrease this channel’s budget, to balance the investment with the expected incrementality.
TIP: If you are using advanced cohorts we strongly recommend re-measuring activities, revealing the channel’s performance over time. You can rerun a measurement without overwriting it, clicking the re-measure button for each result.
For any question please contact support@incrmntal.com , or open a support Ticket here