Pathmatics ad intelligence software provides users with reams of information on how brands advertise online across desktop, mobile, and video channels. If you’re just getting started with the software, there is a lot of data to familiarize yourself with. But once you feel comfortable with the platform, the real fun begins.
To start, you’ll want to benchmark some important data points. By benchmark, we mean you’ll want to determine and document a few key metrics using the software. Once you do, you can begin to formulate strategy using the information Pathmatics provides. Here’s how to begin benchmarking your data.
1. Run a competitive intelligence search for your brand.
The first step to benchmarking data is to search for your brand using Pathmatics. Just type your brand name into the search bar and click on the appropriate result. You’ll be directed to a wealth of information about your digital advertising efforts. Importantly, this information can be filtered by the following factors:
- Devices and Formats — See information on ads across Desktop Display, Mobile Display, Desktop Video, Mobile Video, and Content. Or see information on all these devices and formats at once.
- Date — Filter your data by any date range.
Brands — If your company has multiple brands, you can filter by each of them. For instance, a brand search for Apple offers the ability to filter by the App Store, AirPods, iPhone 8, and other products.
2. Analyze daily spend and impressions.
Now, analyze daily spend and impressions. This information lives under the Overview section. First, you’ll want to review the breakdown of how much you’re spending on various channels over a given time frame. This will help you understand where the lion’s share of your ad budget is going. Then, you’ll want to see how many impressions each channel is generating.
If you’re investing a ton of budget in a channel that’s not delivering a lot of impressions, you’ll see that quickly.
3. Evaluate your top sites.
Now that you know your channel breakdown, let’s see where your money is going by website. Scroll down to Top Sites and you’ll see how many impressions you’re receiving vs. money spent on various online real estate. Like analyzing spend and impressions by channel, you’ll quickly see which sites are pulling their weight.
But scroll down further to the Site Spend Share section for an additional layer of insight. This chart shows you how much of your spend goes to certain sites. Adding another layer, it shows you how many of your total impressions came from certain sites. You’ll want to compare the charts closely, as they can often highlight ways to make your current ad budget go further.
This is just the beginning of what Pathmatics can do for your brand. Check out the related reads below to learn more about how ad intelligence software gives you a competitive advantage.