What are two ways in which a marketer can use data insights to better understand campaign performance? (Choose two)

Analysis of Correct Answer(s)

• Use the asset report to identify and add more top-performing assets: The asset report is a fundamental tool for App campaign optimization. It provides detailed performance data (like conversion rates and cost per conversion) for individual creative assets such as text, images, and videos. By analyzing these data insights, a marketer can understand what resonates with their audience and make informed decisions to pause underperforming assets and add more assets similar to the top performers. This directly uses data to improve campaign results.

• Include view-through-conversion reporting to understand the full value of the ads shown: A view-through conversion (VTC) is recorded when a user sees an ad (an impression) but doesn't click, yet later completes a conversion. Including VTCs provides a more complete picture of an ad's influence beyond direct clicks. This data is crucial for understanding the full value of brand awareness and the role visual ads play in driving user action, even without an immediate interaction.

Analysis of Incorrect Options

• Evaluate all paid channels and distribute investment equally: This is a poor strategy. Data insights should guide you to allocate your budget unequally, investing more heavily in the channels that deliver the best return on investment (ROI), not spreading it evenly.

• Track users across individual sites and apps visited: This level of individual user tracking across different platforms raises significant privacy concerns and is not a standard feature or recommended practice for campaign analysis within Google Ads, especially with increasing user privacy controls like Apple's ATT framework.