My 6sense Advertising 2024 H1 Audit

Brandon McBride · September 2024

Helloooooooooo RevHeads!

I just received permission to share with all of you an audit I performed on our ads earlier in the year. Before I begin, I just want to note that this is a representation of what we ran during the timeframe - a baseline, if you will. Not every ad type or capability was fully utilized/assessed and this exercise was a much a learning opportunity as a reporting one.

My objective is to share with you some ways you might be able to look at and report on your data, and get some feedback from you on what we did in the process.

Finally, , you'll notice that this is all focused on the performance of the advertising itself.

Reach, Engagement, and Frequency

First, I wanted to look at the broad numbers of our reach and engagement as well as the impression frequency behind it.

Reach/Engagement Efficiency

Next, I wanted to see if any particular ad delivery method might be more efficient at reaching accounts and driving engagement.

Influenced Form Fills

When I shared this with our Senior Manager of Digital Marketing, he was interested in how LinkedIn ads would compare, so in future analysis I'll be looking into influenced form fills within LinkedIn as well.

Interesting finding: Many influenced form fills were not tied the same as the campaign that they were tied to.

Campaign Types

Here, I'm looking at three different campaign types measured alongside the whole of all campaigns:

Always-on awareness-level campaigns.
Visitor retargeting campaigns.
A specialized effort on accounts that made a list of the top counties in California at risk for wildfires.

These categories were selected because we had multiple campaigns running along the same "theme" and could compare chunks of multiple campaigns with different use cases against one another.