A new analytics package that "retargeting" provider FetchBack made available to advertisers today reveals that nearly half of consumers return to retail sites quickly after being served its Fetchback ads. Who would have guessed?
Looking across 10 industry categories (e.g. online electronics, retail, apparel, cosmetics, home and health), FetchBack says that on average 42.9% of consumers returned to the retail site that generated the FetchBack-served retargeting ad within one hour of seeing the ad. In the houseware category, it increased to 69.9% within one hour. At 12 hours, there is a dip to 8.5% return conversions, but return conversions jump back up to 21.0% in 24 hours.
"Knowing how quickly a prospect returns to an advertisers' site after a viewing a retargeted ad, or how many impressions each prospect receives before converting is important information that allows advertisers to optimize their campaign," says Chad Little, FetchBack's President and CEO.
Two new retargeting reports developed by Fetchback allow advertisers to see how long in hours it takes prospects to return to their site after viewing a retargeted ad online. "Our patent pending Retargeting technology, known as FIDO 2.0, allows us to provide in depth reporting that quantifies our advertisers' investment," adds Mr. Little. "Before our analytics were introduced, Advertisers relied on network reporting, which provides basic retargeting facts such as the number of impressions served and the campaign click through rate. This information isn't enough to understand the true impact of retargeting campaigns. Marketers need to be able to understand what impact retargeting has on their lost prospects."
FetchBack also offers other reports on retargeting that show the number of impressions the average unique prospect received, how many impressions were shown before a customer returned to the advertiser's site, the number of impressions shown before a consumer converted, the number of days it took a consumer to convert after seeing a retargeted ad, and a daily ROI report.