Long term sales measures have been a revelation to advertisers seeking visibility beyond instant gratification. Imagine not only knowing what your ads are yielding today, however knowing what seeds they are laying for tomorrow. These pearls of wisdom are from the lap of Long Term Sales (LTS) and Long Term Sales Return on Ad Spend (LTS ROAS).
These numbers reveal when you expect to give birth to more sales in the next year. Intrigued? Let’s unpack it more and visit its advantages and so on. That way you can see the whole journey, instead of just the quick wins traditional metrics may capture. LTS metrics are akin to a friendly guide that provides the whole picture behind the impacts of your ad campaign.
You know the drill — you place an ad, a would-be customer gets curious and clicks, but leaves without buying. But months later, they remember — and they come back to buy. These delayed but important sales connections would be overlooked by standard measures, whereas LTS metrics can capture this.
TL;DR
- Future-Ready: Long Term Sales breakdown the 4th wall to share what could be the future sale from present day campaigns.
- New Opportunities: LTS and LTS ROAS account for new-to-brand consumers, revealing untapped revenue sources.
- Bigger Picture: They help calculate long-term effects beyond the nearest sales cliff.
- Advertiser Console: Currently, this data is only available through Ad Console in the US for North American advertisers.
Long Term Sales Metrics Available
You’re running a campaign and someone visits your product page – they like it but don’t make a purchase straight away. Fast forward a few months — ding! They make a purchase. Ordinary metrics would consider this a wasted opportunity. Introducing Long Term Sales and its sidekick LTS ROAS. These metrics ensure your campaign gets credit for long-term engagement that can eventually result in the end goal, a sales event.
They dig further into your customer interactions, including new-to-brand shoppers — those who haven’t clicked the buy button from your brand in the past year. These are goldmine shoppers that offer untapped potential and new ways to earn revenue in your business.
New-to-Brand Shopper Dedication
Dedication to this key focus of the New-to-Brand Shopper is why we operate in this industry. New-to-brand buyers is a core LTS metrics metric. Why does this matter? They’re a symbol of uncharted territory and potential new revenue streams. They’re people who haven’t bought from your brand within the last 12 months. By turning these shoppers’ interactions under a microscope, LTS metrics are able to predict the extent to which early interactions (such as webpage views or add-to-carts) translate into future sales opportunities.
Importance of Long Term Sales Metrics
It’s like you have a crystal ball—one that allows you to glimpse at future sales seedings based on today’s marketing actions. This magical loom, long-term sales hits, distills the data of small but crucial encounters—that details details were browsed, that things were carted. Use these measures to find out how campaigns influence the future purchase decision, and turn your attention away from short-term wins, toward long-term success.
With greater awareness, advertisers can now act wisely and can optimize their sales funnel strategy. To gain more knowledge on how to utilize such insights, discover our features which demystify the power of long-term metrics.
Real-world Application and Impact
In 2000–10, the IRSF algorithm was used in S3 detection systems to detect S3s by operating the S3 judgment with both a timing precision and a high S/N capability of detection. Let's see this in action. Let’s say a consumer sees your ad and clicks on it, visits a product page and does not buy immediately. Then, later, they return and buy, maybe because their memories of the brand are still jogged.
They create the missing link with LTS metrics, which charting end-to-end customer journeys in a comprehensive way. This insight helps advertisers make informed decisions to optimise for future ROAS and ensure brand loyalty. Brands adopting these metrics are more strategic, they make less bets on the short term gamble and more on the long term gain.
Recapping Key Takeaways
Long Term Vision: Get off immediate sales focus; LTS metrics get you to focus on indelible impacts.
New Customer Insight: Analyze prospects’ repeating interactions and their evolution into long-term relationships.
True Attribution: These measures re-adjust conventional attribution models to highlight the importance of early interactions.
Decision Making: Use deep insights to optimize ad strategies to grow in the long term.
FAQ
1. What’s a Long Term Sales metric? Long Term Sales (LTS) and Long Term Sales ROAS (LTS ROAS) are metrics to help you predict future sales from the current advertising work, and relate them with a focus on the long-term benefits.
2. Differences Between Metrics? Old school metrics focus on immediate sales attribution. Long Term Sales, on the other hand gives a breakdown of the sales driven over a long time frame (most commonly annually).
3. Who Uses Long Term Sales? Brands and advertisers who wanted to understand the on-going impact of their campaign and optimise towards the Lifetime Value in North America.
4. Ad Strategy Impact? They offer a data-engineered visualization of the long-term effects of ad exposure – supporting more informed strategic planning and investment in campaigning that supports future sales growth.
5. Is it available globally? So far the above KPIs are delivered for North America (roughly targeting US advertisers).
Use Long Term Sales Metrics
- Access Campaign Reports: Start by delving into the most recent number reporting provided through the Advertising Console.
- Focus on Key Interactions: Focus on engagements that matter most towards driving future sales (e.g. detail page views).
- Examine New-to-Brand Data: Explore findings on new customer interactions.
- Plan for the Future: Use data to reimagine advertising strategies and channel optimizations to focus solely on sparking a long-term sales lift.
Envisioning and capitalizing on Long Term Sales transforms advertising beyond just transactions, to wise long-term strategy. So as you're measuring the success of the ad, keep in mind that these are more than statistics—they are snapshots of what your brand could potentially achieve—just waiting to be captured. Navigate through the campaign reports overview to start down the road to enlightenment.
References
- "Long Term Sales Metrics." Advertising Amazon. DSP Services
- "Making Sense of New-to-Brand Metrics." Remktr Features. Our Features
