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How impact reporting can increase sponsor retention and renewal
How impact reporting can increase sponsor retention and renewal

Learn about the importance of impact reporting as part of the sales cycle and how it helps to increase sponsor retention and renewal.

Updated over 3 months ago

Providing impact reports to your sponsors is an important part of the sales cycle as it will help you increase sponsor retention and renewal rates.

How do impact reports help with retention rates?

A good impact report places your sponsor at the center of the conversation. It puts measurements, quality assurance, and accountability data into context for them.

Without an impact report, there's no way for your advertiser to know what messages are resonating with your readers.

Transparency

Impact reports allow your sponsors to gain valuable insights into how their ads are performing so they can understand the effectiveness of a particular advertising campaign. This transparency helps build trust between you and your sponsors as it demonstrates a commitment to accountability and delivering measurable results.

Value

Impact reports can also be used as a tool to showcase the value that your sponsorship opportunities bring. An easy-to-read report that highlights key metrics will help your sponsors understand the impact of their advertising spend. When you are able to effectively communicate value to a sponsor they are much more likely to continue working with you.

Optimization

You might feel uncomfortable sending an impact report to a sponsor if their ads underperformed, but they can actually be a very important sales tool!

Regular reporting on sponsorship and ad performance will help you identify areas for improvement and optimization that you can then communicate to the sponsor. This proactive approach demonstrates your commitment to driving results and maximizing your sponsor's return on investment.

Collaboration

If you're looking to develop strong, lasting relationships with value-aligned sponsors, impact reporting can help. By sharing performance data with your sponsors, you can engage in meaningful discussions about campaign strategies, goals, and objectives. This approach can help align expectations, address concerns or challenges, and strengthen your relationship with sponsors.

How to Build Impact Reports

How to build impact reports for email sponsors

For impact reports for email sponsors, you will need to include the total number of recipients, the email's open rate, the unique link clicks for the ad, and the CTR.

  1. Log into Indie Email

  2. Click on Campaigns

  3. Find the relevant sent campaign and click on View Repor

How to build impact reports for display advertising served using Indie Ads Manager

Impact reports for display advertising served using Indie Ads Manager can be prepared using information found in Indie Ads Manager.

  1. Log into Indie Ads Manager

  2. Click on Statistics in the left-hand navigation menu

  3. Expand the Advertiser sub-menu option

  4. Find the relevant advertiser from the list

  5. Expand the sub-menu for the ad item you are reporting on

  6. Click on Ad Item Summary

  7. Adjust the date range if required

  8. Scroll down to the Totals at the bottom of the report

In your report, include a breakdown of total impressions, eligible, and viewable (if all are available). Include the total number of clicks and the CTR. You can also include a viewable CTR if you would like.

Note: If you are serving ads using the Indie Website plugin, you will need to use Google Analytics to prepare your impact reports (Read more: tracking ad performance using Google Analytics).

Understanding basic KPIs for impact reporting

Open Rate

The percentage of people who open an email, it shows whether subscribers are seeing or reading your emails.

Open Rate = (Total Emails Opened/Total Emails Delivered) x 100%

Click

This is simple a unit for the number of times a link was clicked in a given period.

Click-Through Rate (CTR)

The percentage of people who click a link, showing how engaged your audience is with your content.

Click-Through Rate = (Total Links Clicked/Total Emails Delivered) x 100%

Click-to-Open Rate

The percentage of people who open and click a link in an email. This measures how frequently an email open will lead to a link click.

Click-to-Open Rate = (Unique Clicks/Unique Opens) x 100%

Impression

The number of times a user has viewed an advertisement in a zone within a given period of time. In Indie Ads Manager, there are total impressions, eligible impressions, and viewable impressions.

  • Eligible: an eligible impression is recorded when an ad is successfully rendered to a webpage. This will only include types of ads that are able to be measured for viewability.

  • Viewable: a viewable impression is recorded when an ad is displayed in the user's viewport and meets the iAB criteria for a viewable impression.

  • Viewable Rate: this metric shows the percentage of viewable impressions out of all eligible impressions.

  • Total Impressions: an impression is logged whenever a zone tag makes a request for an ad and Indie Ads Manager's servers respond.

Recipient

An email recipient is an individual who has opted-in to receive an email, they are the owner of the "to" email address. Email recipients are often referred to as contacts or subscribers.

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