Welcome to part four of the Insight Academy. We've looked at all of the updates sections. Now we want to show you our Kompyte metrics.
We’ve created these to help you see which ads and pieces of content are working well for your competitors. These are ‘Ad Score’, ‘Engagement Rate’ and ‘Impact’, and you can use these unique insights to make smart decisions on what to do next. Let’s take a closer look.
Ad Score - what is it and how is it calculated?
We looked briefly at the Ad Score in the second Academy, but as a refresher, this is the metric we created to evaluate the quality of an ad. The score is based on how long an ad has been running, and how many times it has beaten similar ads in AB tests or AB experiments. An ad with a high score has been around for longer, meaning that it’s consistently converting for your competitor. The score is calculated according to:
- how long the ad has been running
- how many times the ad has been detected
- how many other ads it has beaten in AB tests and AB experiments
This metric isn’t based on a scale, so the higher the Ad Score, the better. What can you learn from high-scoring ads? What is it about them that means they’re standing the test of time and converting your potential customers for your competitors?
Engagement Rate - what's that?
The Engagement Rate is a metric we use to show you which competitors' activity is reaching their audience most effectively.
For blog and social media tracking, Kompyte detects the engagement for each article/post. Engagement is the amount of times an article/post has been engaged with - commented on, shared, liked, retweeted, etc.
We then take the total number of engagements and split them across the number of posts and audience size to get our Engagement Rate - the higher, the better.
Let's say that competitor A has a huge audience of 1 million, they post 50 times per month and get 10K engagements. Pretty high engagement, right? But, if competitor B has an audience of 'only' 100K, they post 10 times per month and still get 10K engagements, they're connecting with their audience much better than competitor A, which means a much higher Engagement Rate.
Impact - what’s the difference between engagement and Impact?
The Impact score is a unique metric that we created to highlight how much better a post performs compared to usual, to help you identify content that really stands out from the crowd.
As before, Kompyte tracks the amount of engagements every competitor receives across their channels.
Once we have the amount of engagements from multiple posts, we calculate the average performance for each channel (channel means Blog, Facebook, Twitter etc.). Each competitor's channel is calculated independently so you get an accurate picture of their performance in that specific field.
Then we can compare the engagement of each article/post with the channel average to get the Impact. The Impact is presented as a multiplier, e.g. a post performs 6.2x better than average.
Here's what you need to know:
- An Impact score lower than 1x means the article/post is performing below average
- An Impact score equal to 1x means the article/post is performing on average
- An Impact score greater than 1x means the article/post is performing above average, so better than usual posts
*Tip* When it comes to social media, an Impact above 5x typically means the post has been promoted.