A fitness apparel brand is launching a new line of high-impact workout attire. They want to report on how many new and unique users are purchasing their items and are being reached by their media campaigns.Which reports should they be reviewing?

To address the brand's two distinct goals, they need a combination of reports that measure conversions and unique audience exposure.

Analysis of Correct Answer(s)

The correct answer is the combination of a Floodlight Report and a Reach Report. Here’s why this pair is the ideal choice:

• Floodlight Report: This report is specifically designed to track and report on conversions. In this scenario, a "purchase" is a conversion event that would be tracked using a Floodlight tag. This report provides detailed data on how many users completed a purchase after interacting with the campaign.

• Reach Report: This report measures the number of unique users who have been exposed to the ads. It answers the question of "how many new and unique users are being reached," providing metrics like unique reach and frequency.

Analysis of Incorrect Options

• Standard Report: While versatile, the Standard report focuses on general delivery metrics like impressions and clicks. It does not specialize in measuring unique user reach in the same way the Reach report does, nor does it provide the detailed conversion analysis of a Floodlight report.

• Summary Report: This report offers a high-level, aggregated overview of campaign performance. It lacks the granular detail needed to analyze specific conversion actions or the number of unique individuals reached, making it unsuitable for these specific goals.