The primary goal of Prospecting campaigns is to drive awareness of your brand and product. Over time this will drive incremental revenue and traffic to your brand site. This does however take time, often we see an uplift in results after 3-6 months of prospecting activity. It’s one of the best ways to grow into new markets.
What metrics do we look at? Other than direct conversions, we can also look at metrics such as ‘view through conversion’ (VTC). VTC’s records conversions based on if a customer has seen your advert and has since gone on to complete a conversion. We can also look at attribution data which will show if the activity from a prospecting campaign has assisted in a conversion on a brand campaign for example.