Interpreting report data

The following table describes the terms included in the results of a SMART campaign report, plus data exported in CSV format.

Terms included in results
Term	Appears in	Description
User ID	CSV file	The User ID in the Q2 database.
Adopted	CSV file	A column to indicate users that: Are included in a campaign A campaign is a collection of one or more ads targeted at a specific audience. In Q2 SMART, you define the campaign type, audience, ad placement, and further details. audience. Have a new relationship with a new account that is in the same product family promoted by the campaign. Adopt a new account while enrolled in a campaign. Multiple users can be linked to one account. For example, a couple that shares a new account are counted as 2 in the Adopted count because they are 2 users, but only as 1 in the Adoption count because they share a single account. Adopted refers to users; Adoptions refers to accounts.
Adoptions An adoption represents a digital banking user who adopts a product during the time period selected in the UI.	CSV file and Report page	The number of accounts added in the same product family, while the campaign was active. This includes any new accounts adopted by account holders at your FI, including: Users included in an audience that had a least one impression for the campaign. Users not included in an audience, but that adopted the product anyway Users that adopted a product, regardless of whether or not they use online banking. For example, an account holder that adopted a product at a branch. Note: Surveys, online features, and announcements do not result in adoptions data.
Conversions A conversion represents a digital banking user who was in a campaign audience, saw an ad impression, may or may not click the ad, and adopts the product during the campaign time period.	CSV file and Report page	The number of new accounts that have a new association with a user that is enrolled in a campaign promoting that product family. The user must have at least one impression to indicate the user viewed an ad. Also, the new account must have become newly associated with the user while the campaign was active. Note: The Conversions value may seem skewed if a user targeted by a campaign adopts a product but never selected an ad. Surveys, online features, and announcements do not result in conversions data.
Conversion value The monetary amount assigned to each conversion in USD format for a specific campaign.	CSV file and Report page	The monetary amount assigned to each conversion (in USD format) for that campaign.
Total current conversion value The total monetary amount the campaign has resulted in, based on the conversion value that was applied.	CSV file and report page	The total monetary amount the campaign has resulted in, based on the conversion value that was applied. Multiplying the Conversion value by the number of conversions equals the total current conversion value.

A conversion occurs when the system detects that an impression occurred, meaning a user clicked or saw a campaign ad or had an opportunity to see an ad. Adoptions is a tally of the accounts added in the same product family, regardless of whether or not an impression occurred.

These two terms are necessary because the system can track impressions and clicks for individual users but only has account-level data for account adoption.

The number of adoptions is key data for most FIs, but reports also include conversions, so FIs can identify specific users who were targeted by a campaign and adopted a product.

Note: Conversions and adoptions are only counted on the following campaign types: Promote a deposit, Promote an investment product, Promote a loan, and Promote another product.