What is Week-Over-Week Heatmap?

This article explains how to understand the total contribution of a channel’s spend on a the week-over-week basis, and how to gain further insights about your marketing performance

What's Overall Contribution?

Overall contribution is the total value for your KPIs that a certain channel has given you, considering all its spend for the historical data we have on your account.

For instance, if Facebook's total spend in December was $30,000, and it produced 15,000 regs, then the overall contribution of this channel to your performance is a CPR of $2.

Access Week-over-Week Dashboard by clicking the Week over week measurements  icon on the Explorer tab.

What is a Week-over-week heatmap?

The Heatmap is presenting the total value for the entire spend of any channel, based on your applied filters. Here, we can filter to any metric or KPI we wish to view (e.g. registrations OR cost per registration).
The Heatmap will present the complete value of the channel.

Use Cases for Week over Week Heatmap:

• Comparing performance from week to week, identifying where the performance has changed
• Evaluating new channels within your mix
• Evaluating and shifting budgets of a certain channel, across all the countries in which it runs
• Planning spends, based on performance from a previous period
• Understanding how flexible you can be with your marginal value for each channel