More traffic doesn’t always mean more sales. Often, we see the opposite: a higher CTR widens the top of the funnel but can erode traffic quality if not paired with the right next steps. To truly accelerate sales, don’t think about the segments of your conversion funnel in isolation. Effective marketers must understand the interplay between ad engagement and website conversion. Join our former CEO of Ampush, now part of Tinuiti, Jon Oberlander, as he breaks down what you need to know about leveraging your click-through rates and post-click conversions – in just 15 minutes.

1. Is Your Brand all about
CTRs & under-focused on
Post-Click Conversion?

2. Today’s Logistics
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Katherine Bishop
Marketing Coordinator

3. WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
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4. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

5. Our Speaker
JON OBERLANDER
Executive Vice President,
Paid Social

6. POLL
On a scale of 1-5, how well would you
say you are converting people after
clicking on a paid social ad?
● 1 - I’m not focusing any efforts on this
● 2 - I’m doing so poorly
● 3 - There’s room for improvement
● 4 - I’m doing this fairly well
● 5 - I’m excelling at this

7. Customer
Activation
can be
Counterintuitive
MORE TRAFFIC DOESN’T ALWAYS MEAN
MORE SALES
A higher CTR may widen the top of the funnel but
can erode traffic quality if not paired with the right
next steps.
A FUNNEL IS NOT A VACUUM
To truly accelerate sales you cannot think about
any part of your conversion funnel in isolation.
To be great at this, take advantage of the interplay
between ad engagement and website conversion.
7

8. Conversion
Rate
Clickthrough
Rate
APM
Acquisitions per impression
(per mille)
8

9. Using APM
to measure
effectiveness
WHAT IS APM?
A metric of Yield - Conversions per Impression
FROM AD TO SITE
Getting more customers to your site might sound
like the right idea, but these are potential customers.
You need to activate them!
FROM SITE TO CONVERSION
● By owning the landing page, your creative
flexibility at the ad level expands
● The right funnel for an individual consumers
answers the questions “why now”
● Match funnel shape with consumer intent
9

10. INTERACTIVE
Engaging experiences customized to
an advertiser’s unique value props
and designed to expand the funnel
QUIZ - PRIMING OR CURATION
Interactive experiences that highlight
product features and help a user select
the product(s) they’re most interested in.
10
Clickthrough rate is not the whole story: APM Winning
Examples
ADVERTORIAL
Longform blog style content focused on
user education for high intent products

11. 11
HYPOTHESIS
Differentiated & fun experiences, like spinning a wheel,
increase CTR and educate prospective customers on content
RESULTS
Wheel of STARZ drove 60% higher conversion than control on
evergreen traffic. It was unsuccessful on higher urgency
offers.
INSIGHTS AND TAKEAWAYS
During promotional offers, breadth of content/interactive
funnels distract and add friction
In the absence of promotions, highlighting breadth & quality of
content through interactive material, combats fatigue & works
Control Test
Engaging, Interactive Material
Drives 60% Higher Conversion

12. RESULTS
Consistency Quiz produced a 35% higher Role Selection than the
Instacart homepage
INSIGHTS AND TAKEAWAYS
● Users from this flow drop off much less frequently between
the online signup and app download; quiz has positive
impact on down-funnel metrics
● “I want to make extra cash” value prop resonates most with
users; “I want to make a positive impact on my community”
resonated the least. All value props scored fairly similarly.
“Consistency Quiz” improves results
12
Test
Control

13. Adding Educational Info to the
Landing Page Converted 10% better
BACKGROUND
Interviews showed that users did not understand what Found offers and
how it works. In this landing page, we add a module that explains the
medication prescription process more in depth.
HYPOTHESIS
Giving user a step-by-step breakdown of how the medication
prescription process works sheds light on the process and sets clear
expectations for what happens next.
RESULTS
This variant drove a 10% CR lift, and generated great scale
INSIGHTS AND TAKEAWAYS
● Utilize long-form copy and writing in conversion experiments
● Sometimes users want MORE info, not LESS – especially with more
complex products.
13
Educational LP
Control Test

14. 14
So how do you make this happen?
NON-SILOED
MARKETING TEAM
Experiment seeking
APM wins
Don’t shy away from
adding steps

15. Key Takeaways
1. More traffic doesn’t always mean more sales
2. Consider the user journey from impression to
conversion as one wholistic activity
3. Try landing pages that allow you to hook a user
differently in your ads and compound wins

16. Q&A
JON OBERLANDER
Executive Vice President,
Paid Social

17. 17
The 2023 CPG
Customer
Journey
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18. You want all the latest marketing insights, but with your stacked schedule, getting
through a 60-minute podcast or webinar can seem impossible.
Enter Tinuiti’s new 15-Minute Breakdown. In the time you’d spend grabbing a cup of
coffee, you can tune in to industry experts as they break down the hottest topics in
performance marketing.
We’ll cover a different topic each month, so make sure to join us next month for our
next topic: how do your media dollars best reach your audiences on streaming?

19. Thank you!