On the Advanced Settings page, you can find the settings that directly influence the effectiveness of retargeting campaigns, including the number of impressions you get, clicks, and ROMI. Normally, these settings are adjusted on the fly and in the background by Rontar’s machine learning algorithms based on the data gathered from your store. However, in some cases, you might want to adjust these settings manually. Below we will describe each of the settings and how they can influence your retargeting campaign.
This setting defines how long Rontar will “remember” your visitors. In a nutshell, if Membership Duration is set to 60, we won't show ads to visitors who were on your website more than 60 days ago.
It’s considered a best practice when Membership Duration is equal to or a bit longer than your sales cycle. For example, if you know for sure that your sales cycle is equal to 7 days, it makes no sense to set it to more than 7-10 days. The sales cycle is usually shorter on cheaper products and longer on more expensive ones.
Here are two main reasons you might want to adjust Membership Duration:
- Increase effectiveness. This is the main setting that will help you increase the effectiveness of your retargeting campaign. The shorter Membership Duration is, the fewer impressions, clicks, and conversions you will get. At the same time, you will most likely get a better ROMI.
- Increase volume. If Membership Duration is already set to 30 or 60 days then we would advise you not to change this setting to an even higher number. However, if Membership Duration is set to less than 30 days, you might want to increase this number to get more impressions, clicks, and conversions. After doing so, please monitor your ROMI closely to make sure you stay within the desired range.
Frequency Capping sets the maximum number of impressions that will be shown each day to your past visitors.
There are three main reasons you might want to adjust this setting:
- Increase effectiveness. In order to increase the effectiveness of your retargeting campaign, decrease Frequency Capping. By doing so, the absolute numbers of impressions, clicks, and conversions will go down, but the ROMI will go up.
- Increase volume. If you’re satisfied with the ROMI you’re getting now, you might want to increase the absolute numbers of the impressions, clicks, and ultimately conversions you’re getting. To do so, increase Frequency Capping. The absolute numbers will increase, but the ROMI will go down. Monitor your ROMI closely to make sure you stay within the desired range.
- You think that the number of daily impressions you’re making to each visitor might be annoying them. If this is the case, decreasing Frequency Capping will improve the situation.
Attribution Model defines when a conversion is recorded and attributed to Rontar.
A conversion is recorded and attributed to Rontar if the conversion was made within 30 days after a click on Rontar ads.
A conversion is recorded and attributed to Rontar if the conversion was made within 1 day after the visitor saw a Rontar ad. You can read more about why view conversions matter in our blog post How to Track Conversions Correctly. Six Standard Attribution Models in the view-through conversions section.
Changing Attribution Model Settings
Changing Attribution Model settings will not influence the number of impressions and clicks you are getting from your retargeting campaign, but it will definitely change the number of conversions recorded, thus changing the ROMI you can see in your Dashboard.
Here is what you can change:
- Attribution Model. By default, we record both click and view conversions. The same attribution model is used by most retargeting providers, including Facebook ads. However, since Google Analytics can record just click conversions, you might want to change the default attribution model to recording just click conversions. However, please note that changing the settings to just click conversions will severely skew the real number of conversions you’re getting from retargeting because view conversions will now be omitted. To know more about the importance of view-through conversions please read our blogpost above.
- Click Window. By default, Click Window in Rontar is equal to 30 days. This is also the default value for Google Analytics. Consider adjusting this setting only if your sales cycle is longer than 30 days. In other cases, it’s better to leave the default value.
- View Window. We do not advise you to set View Window to more than 1 day as it might skew conversion stats by attributing more conversions to Rontar than were really driven by our advertising channel. However, there are retargeting providers on the market with View Window equal to 7 days. The number of recorded conversions will be higher, but a meaningful part of them will be wrongly attributed.