How to Measure Quality Traffic: Engaged Sessions From LumenAd
Engaged sessions is a proprietary metric LumenAd created to measure the quality of website sessions.
The technology behind engaged sessions relies on a script placed on the webpage you’d like to track throughout a campaign. Once a user lands on your webpage after clicking your ad, a five-second site-side timer starts. If the user is still there after five seconds, an engaged session is logged.
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We created engaged sessions to answer the question of, “which clicks lead to meaningful sessions?” You can generally assume a user that sticks around is reading your content and cares about what you’re saying.
As you can probably guess, this is incredibly useful for measuring your campaign’s impact. Let’s dive into when and why you’d want to measure engaged sessions.
When to Use Engaged Sessions
Tracking engaged sessions is best suited for top and middle funnel initiatives. Use it for campaigns where you want people engaging with the content of your webpage first and foremost.
You can also use engaged sessions for some bottom funnel initiatives because it can help parse different levels of engagement and push highly engaged users down the funnel.
To optimize engaged sessions, review the source and targeting behind the clicks that don’t result in engaged sessions and focus on sources and targeting that do.
This way, you’re ensuring that your message is more likely to reach people who are interested in what you have to say, thereby increasing the value of each click.
Nick Lange, Technical Innovation Lead, says,
“Tracking engaged sessions is great for campaigns looking to establish the legitimacy of the clicks it drives.”
He goes on to say, “One of our clients recently went through a rebranding and they wanted to run a campaign to get the message out. Tracking engaged sessions was incredibly useful because we were able to focus the campaign on the people who cared most.”
Benefits of Measuring Engaged Sessions
1. Measure, quantify and optimize towards qualified traffic.
The number one benefit engaged sessions provide is a clear view of what amount of traffic you’re driving is of good quality. By understanding this on a granular level, you can make decisions that increase not only the amount of quality traffic, but the quality of that (already high quality) traffic.
2. Better allocation of your ad spend.
Spend your ad dollars smarter by ensuring you hit people who care. With an understanding of which ad placements drive more quality traffic, you can optimize to make your spend more efficient.
3. Decrease waste and accidental clicks.
An understanding of quality traffic provides insight into junk traffic. You’ll be able to ensure your ads aren’t placed poorly.
4. Increase awareness and brand lift.
By using the insights drawn from measuring engaged sessions, you’ll create a positive, engaging experience with your brand among the people who care.
Engaged sessions are powerful tool in any digital advertiser’s toolkit. If you’d like to start tracking engaged sessions in your campaigns, schedule a demo today.
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