Interpreting report data

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

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 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. Tip: Adopted refers to users; Adoptions refers to accounts.
Adoptions	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.
Conversions	CSV file	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. The Conversions value may seem skewed if a user targeted by a campaign adopts a product but never selected an ad.

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.