Engi­neer­ing Ser­vices is often asked to find a solu­tion when it seems impos­si­ble.  Cross Visit Par­tic­i­pa­tion (CVP) is a solu­tion that came from the impos­si­ble and has devel­oped into one of the most valu­able Engi­neer­ing Ser­vices solutions.

What is CVP (in one sentence)?

CVP is a data repro­cess­ing solu­tion that allo­cates con­ver­sion met­rics across all par­tic­i­pat­ing cam­paigns over the span of mul­ti­ple visits.

What is CVP (That a nor­mal human can understand)?

Your vis­i­tors are nor­mally influ­enced by mul­ti­ple cam­paigns before they con­vert and most users will make sev­eral vis­its to your site before they convert.

Here is a sim­ple sce­nario from a sin­gle visitor:

The report­ing from this will show:

  • “Organic Search” = $0
  • “Ban­ner” Cam­paign = $0
  • “Email” Cam­paign = $30

All the rev­enue went to email, BUT the other two cam­paigns also influ­enced the vis­i­tor and deserve some of the credit. The same issue also applies to the units and orders metrics.

The CVP solu­tion helps you make more intel­li­gent deci­sions as you have a more com­plete vision of how traf­fic sources are con­tribut­ing towards conversion.

With all ana­lyt­ics you want the most com­plete data pos­si­ble, so your abil­ity to mea­sure all the influ­ences to a con­ver­sion is crit­i­cal when mak­ing deci­sions.  That is where CVP comes into play.

With a CVP solu­tion you will get the fol­low­ing report­ing in addi­tion to the data you are cur­rently getting:

  • “Organic Search” = $10
  • “Ban­ner” Cam­paign = $10
  • “Email” Cam­paign = $10

How CVP works?

As you know by now CVP is a cus­tom solu­tion devel­oped by Engi­neer­ing Ser­vices.  After the project is scoped to meet require­ments spe­cific to your com­pany or sit­u­a­tion then Engi­neer­ing Ser­vices will setup a cus­tom process that will auto­mat­i­cally reprocess your data and upload the CVP met­rics to your Omni­ture report suite.

So you can see a sim­ple report like this:

There are two new met­rics that are not avail­able in the stan­dard cam­paigns reports.

  • CVP Orders [Lin­ear Orders] — is the orders met­ric when tak­ing into con­sid­er­a­tion con­ver­sions that crossed mul­ti­ple visits.
  • CVP Rev­enue [Lin­ear Rev­enue] — is the rev­enue met­ric when tak­ing into con­sid­er­a­tion con­ver­sions that crossed mul­ti­ple visit

Or a com­plex report like this:

(Click Image to see larger ver­sion)


The com­plex report has many met­rics not avail­able in the stan­dard cam­paigns reports.

  • First Touch Rev­enue — This is the Rev­enue attrib­uted to the cam­paign that was the first cam­paign the vis­i­tor clicked through.
  • Rev­enue — This is your stan­dard rev­enue met­ric. In this report it is set to last allo­ca­tion so it can be called “Last Touch Revenue”.
  • Cross Visit Rev­enue (30 Day) [Lin­ear Rev­enue] - This is rev­enue spread across each cam­paign that con­tributed to a con­ver­sion, with a 30 day look back period.
  • Cross Visit Rev­enue (14 Day) [Lin­ear Rev­enue] - This is rev­enue spread across each cam­paign that con­tributed to a con­ver­sion, with a 14 day (2 week) look back period.
  • First Touch Orders — This is the Orders met­ric attrib­uted to the cam­paign that was the first cam­paign the vis­i­tor clicked through.
  • Orders — This is your stan­dard Orders met­ric. In this report it is set to last allo­ca­tion so it can be called “Last Touch Orders”.
  • Cross Visit Orders (30 Day) [Lin­ear Orders] - This is orders spread across each cam­paign that con­tributed to a con­ver­sion, with a 30 day look back period.
  • Cross Visit Orders (14 Day) [Lin­ear Orders] - This is orders spread across each cam­paign that con­tributed to a con­ver­sion, with a 14 day (2 week) look back period.
  • Cross Visit Assist — This met­ric is a counter for the num­ber of times the cam­paign was part of the con­ver­sion process but was not the last touch.

Note: The above reports are clas­si­fi­ca­tions of the cam­paign ID report.

Let’s do some deep dive analysis:

If we look at the unclas­si­fied cam­paign ID report we get this:

(Click Image to see larger version)

If you take a look at the report you can see that cam­paigns “emm:104″  and “emm:105″ have sig­nif­i­cantly more first touch rev­enue than last touch rev­enue.  It also has a huge num­ber of assists.  If you were wor­ried about the ROI you were get­ting on that cam­paign, this would jus­tify the ad spend by show­ing that the cam­paign is good at dri­ving con­ver­sions later on. You can also see that “par:118″ has sig­nif­i­cantly more (last touch) rev­enue than it does first touch revenue.

I would imag­ine a cam­paign that con­sisted of “emm:104″  as the first touch cam­paign such as an e-mail, then the land­ing page the user was sent to con­tained “par:118″, would result in a pow­er­ful con­ver­sion rate and an excel­lent increase in revenue.

Cus­tomized to your needs:

Every CVP project Engi­neer­ing Ser­vices engages in starts with a scop­ing call where a spe­cial­ist ana­lyzes your require­ments and designs a cus­tom solu­tion spe­cific to your needs.

If you are inter­ested in learn­ing more, e-mail (nPurser (at) adobe.com) with ques­tions.  Or con­tact your Account Man­ager and they will help you get started.

As always, post your com­ments or e-mail me at pearcea (at) adobe​.com.  It is your com­ments and e-mails that keep me post­ing and give me ideas for future posts.

Other posts you might be inter­ested in:

11 comments
Sammi
Sammi

This is going to make my business so much easier. The ability to just search this way is going to take way less time and therefore cost me less money. I am excited for this update and can't wait to start using this new solution!

Bytes Land
Bytes Land

Terrific work! This is the type of information that should be shared around the web. Pretty simple enough but it provides a great deal of insight into which referrers drive the most successes to your site. Arming your marketing and acquisition teams with this knowledge will allow them to better tailor their spend on areas that work and not ones that don’t. Will consider the opportunity to implement this.

rapid prototype
rapid prototype

The Cross Visit Participation (CVP) certainly seems to be the perfect answer to all our data processing solutions especially since it works within a visit and across visits which is really cool! I liked what I read and with all the explanations and reports given here, I think it’ll really be great to have and will really help you to take important decisions on matters with the given reports by our side – really worth trying out!!

Adam Egbert
Adam Egbert

Hi, Pearce, One piece that would be great to talk about here is "Assists." Specifically, which campaigns were involved in the conversion, but may not have been the final touch. Often we see campaigns that do not get enough attention (budget) because they are not the last one in the conversion life-cycle. However, they were influential in the evaluation stage and therefore deserve consideration. I'd highly recommend including this in any Cross-Visit analysis (and I know Pearce and the crew are highly capable of providing this as a metric). Best, Adam Egbert Technical Consultant Adobe Systems, Inc.

Ben
Ben

I notice in one of your screen shots you have "Search" classified as a channel. What is included in this? is it solely "paid search" or "organic search"? If its solely "paid search" is it possible to include organic search as a separate channel within this model? Thanks, Ben

Melissa
Melissa

Hello, This sounds like a good solution BUT what about "view thru" for display? Are there any plans to incorporate? thanks, Melissa

Deb
Deb

Pearce, is this custom solution available regardless of my Omniture contract specifications? Is there any additional cost? Sounds like a great feature.

Paul
Paul

Pearce - Enjoyed the post. How is this solution different than using DB Unified Sources and assigning credit it to a Linear Allocation model? Paul

Pearce Aurigemma
Pearce Aurigemma

Ben, We can do almost whatever you want, we can combine paid and organic search together or make them separate. Great Question!

Pearce Aurigemma
Pearce Aurigemma

Deb, I am an engineer so I don't look at contracts but I have never heard of any contract restriction that would limit the implementation of this solution. Yes, there is additional cost, it depends on how you want the solution to be built for you. Thanks :)

Pearce Aurigemma
Pearce Aurigemma

Great Question: Basically Linear Allocation works within a visit. CVP works within a visit and across visits.