Note: Adtriba Sphere is a legacy feature that we continue to support but no longer sell. The latest version of this feature is available as Funnel Measurement.
If you are already using Funnel Measurement, find more information here. To upgrade, contact us.
This article describes the charts and tables in the Sphere performance report.
1.1. Baseline and incrementality chart
This chart shows how your total conversions split into incremental and baseline conversions. The blue line shows total baseline conversions. The purple line shows total conversions. The distance between both lines is incremental conversions.
Use this chart to see the influence of seasonalities on baseline and incremental conversions. An increase in baseline conversions indicates increased demand for your product(s) during a special period.
If incremental conversions do not increase accordingly, consider increasing marketing during this period. Use the chart for budget planning and budget distribution.
1.2. Performance table and bar chart
The performance table shows source performance based on holistic modeling.
Conversions and revenue follow a fractional distribution by effectiveness across the media mix. CPA shows how efficient a source is in terms of cost per conversion (formula here). Marginal CPA shows how expensive your next conversions will likely be.
A high marginal CPA indicates high saturation in the source. Increasing spend on this source will not give a more efficient result. Use marginal CPA as a budget allocation indicator. Reduce spend in sources with high saturation and high marginal CPA. Shift spend to sources with a low marginal CPA compared to overall source performance.
In the results below, you would reduce spend from 'awin' and shift it to 'adwordsdisplay'.