After the test is completed, just looking at the activation rate is not enough. Which data is more suitable for evaluating advertising quality?

After the numbers collected by the advertisement are tested, many people only look at the platform registration and opening rate at first glance. If the activation rate is high, it means that the quality of users brought by advertising is good; if the activation rate is low, it means that the advertising channel is not effective.

This judgment is incomplete.

The activation rate can only indicate how many of these numbers have registered for the target platform. It cannot tell whether the number is valid, whether the account has been active recently, whether the same user has submitted repeatedly, nor can it determine how many real inquiries and transactions the advertisement ultimately brought.

After using Digital Planet to complete the number detection, a more practical approach is to look at the activation rate, empty number rate, activity rate, repetition rate, risk status and actual conversion together.

The opening rate can only answer a basic question

Assume a certainFacebook ads brought in 1,000 phone numbers. After passing the Digital Planet test, 800 of them have already opened WhatsApp, so the WhatsApp activation rate is 80%.

This result only shows that most numbers haveThe WhatsApp portal cannot directly prove that all 800 people are valid customers.

Some of them may not have used it in monthsWhatsApp, someone may have filled in the number twice, or the number may have been reassigned. There are also some users who use WhatsApp normally but do not meet the original target group of the advertisement.

Therefore, the activation rate is suitable for judging whether the number obtained by the advertisement matches the target platform, but it is not suitable for undertaking it alone.The conclusion of "whether the advertising quality is good or not".

If the ad copy clearly states"Get quotes through WhatsApp", the opening rate has a high reference value; if the advertisement is just a common form to collect contact information, and users are not required to use WhatsApp, then a low opening rate does not necessarily mean poor advertising.

First look at the effective number ratio

The numbers in the advertising form may not all be real and valid. Users may enter incorrect digits, omit the country code, or fill in a deactivated number.

After the detection is completed, you should first look at the valid number ratio. This indicator determines whether the subsequent opening rate is based on reliable data.

Digital Planet supports empty number and related number status detection, which can help eliminate numbers that cannot be used normally. Assume that the ad getsThere are 1,000 numbers, of which 200 are empty or obviously invalid, so only 800 can actually continue to be analyzed.

At this time, the platform activation rate should be calculated based on valid numbers instead of continuing to use all1000 numbers as the basis. Otherwise, a large number of invalid numbers will pull the results down and make the ad look worse than it actually is.

The proportion of empty numbers is too high. It is usually necessary to check the form filling rules, number format, country code and verification process. It may be an issue with the quality of advertising traffic, or it may just be that the landing page did not perform number verification. The entire responsibility cannot be directly attributed to the advertising channel.

The activity rate is closer to the use value than simple activation

Account has been openedIf you haven’t used WhatsApp or Telegram for a long time, subsequent communication efficiency will usually be affected.

Therefore, after checking the activation status of the Digital Planet platform, we can continue to judge based on recent activity. Accounts that have been opened and still have recent signs of use are usually more worthy of priority than accounts that only show activation and have no active signals for a long time.

For example, two adsWhatsApp activation rate is 80%. Most of the accounts brought by Ad A have been active recently; although Ad B has the same activation rate, many accounts have not been used for a long time.

Looking only at the activation rate, the two ads perform the same; after adding the activity rate, the adsA's current communication value is significantly higher.

However, activity rate cannot be directly equated to customer intention. Digital Planet has detected that users have recently used the platform, which only means that the communication portal is relatively active, but cannot prove that the other party is definitely paying attention to the product. In the end, it still needs to be judged based on whether the user replies, whether to consult and whether to complete the transaction.

Repetition rate can tell whether the advertisement reaches the same group of people repeatedly

Advertising background display obtained1,000 leads does not necessarily mean bringing in 1,000 different users.

The same person may submit the form multiple times or leave the same number in different campaigns. If duplication is not removed first, each submission will be counted as a new lead. The number of customers acquired by the advertisement will appear to be high, but the actual number of new users will not be that many.

Before using Digital Planet for detection, you can unify the number format and remove duplicates; you can also keep the original records and count the number of independent users according to the number or corresponding identity field after detection.

You can't just delete duplicate records here. Also retain the first source, number of repeats, last submission time, and campaigns.

Duplicate submissions are not necessarily a bad thing. If the user fills it in multiple times, it may indicate that the needs are relatively clear. But if most of the leads of a certain advertising campaign come from existing old users, it is necessary to distinguish whether it brings new customers or new customers.

When evaluating ad quality, you can look at both the total number of leads and the number of real users after deduplication. The larger the gap between the two, the more obvious the repeated exposure of the advertisement.

Risk status determines which data cannot be used directly

Although some numbers have been activated on the target platform, they may still be in abnormal or risky status. Counting only these accounts into the activation rate will overestimate the amount of data available for advertising.

Digital Planet SupportWhatsApp risk and other related status detection can be continued after the detection is enabled. Risky accounts may not all be invalid, but they are not suitable to be placed at the same level as accounts in normal status, nor should they directly enter a unified follow-up communication process.

The test results can be divided into normally activated, activated but requiring review, not activated and invalid number. This makes it easier to see clearly the data structure that advertising actually brings than just outputting an opening rate.

If the opening rate of a certain advertisement is high, but the proportion of risk status is also high, you need to further check the traffic source, delivery area and form authenticity. A high activation rate cannot offset the problem of too many abnormal accounts.

The cost of each available active account is more valuable as a reference

Advertising backends often use the cost of a single lead to evaluate effectiveness, but if there are a large number of empty numbers, duplicate numbers, and accounts that have been inactive for a long time, this cost will appear to be too optimistic.

A more practical indicator is“Cost per valid open account” and “Cost per valid active account”.

Assuming ad spendFor $1,000 and 1,000 leads, the apparent cost per lead is $1. After Digital Planet detection and deduplication, only 600 numbers are left valid and open to the target platform, so the actual cost of each valid account opening is approximately US$1.67.

if there are only400 accounts have been active recently, so the cost of each valid active account is $2.50.

This result is better than simply looking at the$1 per lead is closer to reality and more suitable for comparing different advertising channels.

There is no need to pursue complexity when calculating. As long as the advertising cost is divided by the effective activation number after deduplication, and then divided by the effective active number, you can see the true costs at different levels.

The advertising source must correspond to the detection results

By mixing all the advertising numbers together for testing, you can only get the overall opening rate, and it is impossible to determine which advertisement has brought better users.

Advertising channels, campaign names, ad groups, creatives and acquisition dates should be preserved before using Digital Planet Detection. After the detection is completed, the number status, platform activation status, activity status and risk information are matched back to the original source.

For example, the number activation rate brought by video ads is slightly lower, but the recent activity rate and response rate are higher; the activation rate of image ads is very high, but there are many duplicate numbers. If you only look at the opening rate, you will give priority to image ads; after combining more indicators, video ads may be more worthy of continued investment.

When comparing different ads, it is best to use the same detection time and the same judgment conditions. Otherwise, one ad using data from today and another using data from two months ago would make it difficult to compare the results fairly.

In the end, we still have to go back to replying and closing the deal.

The number is valid, the platform is open, and it has been active recently, which only shows that this advertising clue has a good communication foundation. The real advertising quality also depends on whether the user takes the next step.

You can continue to observe the first response rate, effective consultation rate, appointment rate, order rate and final customer acquisition cost. according toThe measurement logic of advertising platforms such as Google Ads still reflects the business effect through conversions, rather than simply the number of clicks or forms.

The role of Digital Planet is to help you see whether the number is valid, whether the target platform is activated, whether it is currently active, and whether there is a status that needs to be reviewed before advertising leads enter communication and conversion. It can reduce the interference of invalid data on advertising evaluation, but it cannot replace sales results.

When comparing advertising quality, you can view it in this order: first look at the proportion of valid numbers, then look at the target platform opening rate, then look at the recent activity rate, repetition rate and risk status, and finally return to the response rate, consultation rate and transaction rate.

A high activation rate only means that the numbers brought by advertisements are easier to find on the target platform. Effectiveness, activity rate and repetition rate determine whether the data is worth continuing to process, while responses and transactions determine whether the advertisement truly creates value. By putting the test results of Digital Planet together with the advertising source and subsequent conversions, we can see clearly which advertisement brings the wrong results."More numbers", but more real users who can communicate normally and have the opportunity to convert.

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