The Disposition engine is used to attribute performance to specific sources. It uses conversion statuses from uploaded data to give insight into performance. There are two ways to use the disposition engine: send the data to PX or upload it yourself.
How to send disposition data to PX
To send disposition data to PX, follow these guidelines:
- Email a CSV or XLS file to email@example.com
- Include your company name as it appears in PX in the subject line
- File must include the Lead GUID or email address associated with each lead to be uploaded. If it’s a call or call & lead campaign, Call GUID or phone number is required.
- Include a disposition status column where you note the status of the lead, for example: left voicemail, interested, appointment scheduled, sale, etc.
What should the status be?
- Interested, contacted, appointment scheduled, credit check, sale, etc.
- Specific or lengthy statuses can't be mapped in PX, keep it simple and avoid special symbols. Examples that can't be mapped are: Appointment 12/2, Call #8, etc.
- View vertical-specific examples in Disposition in different verticals article.
How often data should be sent?
- Once a week is the standard.
Why send data to PX?
- When your disposition data is uploaded, you can track which sources are performing better than others and optimize based on your campaign goals.
- Your data is mapped to stages in your sales funnel so that you can evaluate how sources perform at each stage.
You can also include up to 3 custom numeric values when updating disposition in order to track additional data points that are specific for your campaigns. This will allow you to see more relevant data and make better buying and budgeting decisions.
For example, in Mortgage vertical, the following fields can be mapped to custom values in PX:
- Loan amount
- Credit Score
- Loan-to-Value Ratio (LTV).
You can customize names for custom values per buyer or vertical.
Custom values provided during disposition status updates are displayed on several PX pages in order to help buyers track and analyze the performance of their campaigns. The numbers from each of these 3 columns are transformed to average values (i.e. 300 (17) means that 17 values were provided, resulting in 300 average value).
Custom value 1, Custom value 2, Custom value 3 columns (hidden by default) are displayed on the following pages:
- Disposition management
- Source management - table columns for all source groupings and tool-tips in sales funnel chart
- Site page.
In addition, custom values specified for the specific lead are available in Disposition history in lead details.
The goal is the specific disposition status of the lead or call that the buyer strives to reach (most often - Sale or Appointment). Goals are configured on the campaign level.
To view how leads or calls are performing by source, visit Source management. Total goals reached, buyer revenue, ROI, and CPA are reflected in buyer reports. These functionalities enable buyers to determine the sources that perform best.
Buyer revenue and performance
The statistics related to reached goals (Total Goals, Buyer revenue, ROI, and CPA) are reflected in the following buyer reports:
The following columns describe calculations based on goals:
1. Total goals - the number of goals reached during the selected period of time.
2. ROI (Return on investment), % - the benefit to a buyer resulting from the purchase of leads/calls, calculated as (Buyer Revenue - Payout)/Payout.
If the Goal was set for the campaign and the necessary status hasn't been reached yet, ROI is -100%. If the Goal was not set at all, ROI is N/A.
3. Buyer revenue - the revenue of the buyer received when the goal was reached (the product of Total goals and Target CPA configured in campaign settings)
4. CPA (Cost per acquisition) shows the average amount the buyer paid for reaching one goal (the ratio of Payout to Total goals).
If the goal was set for the campaign and necessary status has not been reached yet, CPA is $0,00. If the goal was not set at all, CPA is N/A.
Disposition and goals functionality enables buyers to determine the sources (Publishers and Sub IDs), from which they receive the highest profits. Based on this information, buyers can adjust their configurations in Source management and Filter management in order to increase their performance and revenues.
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