In media planning, you can align your plan lines directly with a conversion type. In doing so, you must observe some special features in the calculation and data display.

Conversion Planning on the Plan Line

In Mercury, you can only plan for one conversion unit (e.g., Downloads) per plan line:

  • Select Billing Model: In the plan line form, select the billing model CPX or Fixed Price (X). The X acts as a placeholder for the conversion type that you must select next.
  • Select Conversion Type: As soon as you select one of these models, you must select one of the seven Mercury conversion types in the dropdown field below it (e.g., Downloads).
  • Planning Specificity: If you select Downloads, for example, you are planning for a Cost-per-Download or Fixed Price (Downloads), respectively. Note that you cannot simultaneously plan for Orders and Actions, for instance.

The Calculation of Conversions

For Mercury, a conversion always occurs only after a click. The chain for determining conversions is therefore based on the following metrics:

Impressions x Click-Through-Rate (CTR) = Clicks

Clicks x Conversion-Rate (CR) = Conversions

Depending on which rate you enter, Mercury determines the missing metric:

  • If you enter a Conversion Rate, Mercury determines the Clicks.
  • If you enter a Click Rate, Mercury determines the Impressions.
  • etc.

Reporting and Realized Data

In reporting, you can view and evaluate the realized conversion data for all seven conversion types:

  • All Types Available: Mercury can import Tracking Points and assign them to the various conversion types. You can also manually enter realized data for each conversion type, if necessary.
  • Standard Term "Conversion": If you read only the generic word Conversion in Mercury, it always refers to the conversion type selected in the plan line dropdown – this can also be displayed via the Conversion Type column.
  • Display Specific Columns: To truly view the Orders, Actions, or other types, always display the corresponding columns with the specific name (e.g., the "Orders" column).