Digital Performance Review
3.14-4.132014/4/21网络投放行程Digital Campaign Flow
硬广部分Display Format Review
投放回顾Recap
媒体投放效果Media Performance Result
网络视频部分OTV Format Review
投放回顾Recap
预热阶段Teaser Period
上市阶段Launch Period
搜索部分SEM Format Review
投放回顾Recap
关键词部分Keywords Part
品专部分Brandzone Part
官网&活动网站部分Brand Site & Campaign Site Review
官网Brand Site
活动网站Campaign Site
电子报E-newsletter
网络媒体广告Online Media Banner 目录Agenda网络投放行程Digital FlowTeaser 3.14-3.28Launch 3.29-4.13DisplayOTVSEM增加品牌知名度并带动活动网站流量，同时收集销售线索Create awareness & Drive traffic to campaign site to collect leads着重在DS重点市场北京,上海,深圳,成都 PC+Pad端曝光前贴片，引起目标受众关注，为新车上市造势 Focus on key markets in BJ, SH, SZ, CD PC + Pad exposure , and cause TA attention包剧合作以覆盖全国最大化曝光，同时精选重点城市定向投放，扩大整体覆盖
Maximize awareness by national program buy, and Local buy关键词Keywords:通过关键词的购买和引导，将更多的用户带到官网以及活动网站
Dominate keywords to increase traffic to brand site and campaign site品专Brand zone:向关注DS品牌的用户，建立品牌形象及传递最新品牌活动信息
Build up brand image and deliver latest brand event information硬广部分投放回顾Display Launch Campaign Recap项目名称Campaign：DS 5LS上线活动 DS 5LS Launch
数据时间Period：2014.3.29 – 2014.4.13
项目媒体Media：
门户Portal -新浪sina、搜狐sohu、凤凰ifeng、腾讯tencent、网易netease
垂直Vertical -汽车之家autohome、易车bitauto、爱卡xcar、太平洋汽车pcauto
手机端Mobile -凤凰新闻ifeng news、网易新闻netease news、腾讯新闻tencent news、多盟domob
其他Other -速航starring media
目标Objective：
门户Portal -增强DS 5LS品牌及产品形象，推动新车上市 Build DS 5LS image and drive DS 5LS launch.
垂直Vertical -大面积曝光新车，精准收集销售线索 Create awareness and collect core leads.
手机端Mobile -最大化曝光新车上市，同时选择用户活跃度高且覆盖高的手机端媒体来增强DS 5LS品牌及产品知名度并收集销售线索Choose high TGI & coverage APP to strengthen DS 5LS awareness and collect leads.
其他Other -在旅游高峰期密集投放 Launch during travelling periodImpressions/clicks and CTR increased. CPM/CPC decreased.
Leads KPI- 13% (finished) /13% (Campaign Progress)
*leads为清洗后数据，包括网络所有媒体数据，目前活动已进行13%
*leads are qualified data, included all digital media. Now the campaign has finished 13% ，硬广投放效果总览Display Performance Overview媒体类型投放汇总Media Type Performance Summary门户点击完成率最高，同时CPM也较高，由于在上市前期，着重投放了大流量点位曝光新车上市，同时点击表现优异，如凤凰-咨询首页浮层Portal sites has high click% and CPM because we choose high traffic positions for launch campaign. Such as Ifeng news homepage banner.
垂直媒体CPM完成数比预估低将近一半，由于易车和汽车之家网站自身流量较高，同时在上市投放阶段着重选择首页通栏、天幕广告等大曝光点位Vertical sites has 50% lower CPM than est. cause the PV of Bitauto & Autohome is higher among all the vertical sites and we choose position such as homepage banner.
移动媒体CPM最低，主要选择用户活跃度高且覆盖高的APP，如驾考宝典 Mobile APP has low CPM cause we choose high TGI & coverage APP such as Jiakao baodian.
凤凰 咨询首页 浮层 click 1444%驾考宝典 imp1026%门户曝光完成率较平均，都在100%以上，其中凤凰相对较好Portal imp% are all over 100%. And ifeng has the highest imp%.
垂直媒体中易车曝光完成率最高，且CPM下降最多，由于易车的首页顶部通栏1点位曝光完成率最高，使整体曝光完成都较好；爱卡由于4月改版，导致部分网站流量未能被监测，所以未能完成预估曝光Bitauto has the highest imp% and reduced the most CPM cause the homepage top banner 1 has the highest imp%. Xcar has not finished PV cause website reformat – vendor will compensate.
移动端网易新闻曝光完成率较高是由于配送PC端新闻频道文章内页点位，使整体曝光完成率高 Netease APP has higher imp% due to the bonus position of news channel article inner page.媒体投放效果Display Media Performance –IMP% & CPM门户媒体中，新浪和凤凰点击完成率高，由于新浪选择了国内新闻内页点位以及凤凰选择了咨询首页浮层广告，使整体点击完成率较好Sina & ifeng has high click% cause positions delivered high traffic.
垂直媒体中，汽车之家有专题投放，故点击完成率较高；太平洋汽车未能完成预估是由于首页可触发式通栏广告未能完成预估 Autohome produced a special column, so click is higher. Pcauto has not finished estimate click because homepage banner did not deliver.
移动端网易新闻点击完成率较高是由于配送PC端新闻频道文章内页点位，使整体点击完成率高 Netease APP has higher click% due to the bonus position of news channel article inner page.媒体投放效果Display Media Performance -Click% & CPC 凤凰由于选择了咨询首页浮层点位使整体CTR最高
垂直媒体中汽车之家有专题投放，故点击转换率较高，太平洋CTR较高由于点位的选择，新车和导购频道的点击率尤其高
移动端中，多盟CTR最高由于我们着重挑选TA高的APP进行投放 媒体投放效果Display Media Performance - CTR 各媒体24小时曝光分布
Hourly Distribution of Impression by MediaImpImp门户类媒体中，凤凰网和腾讯网的曝光较明显的集中在早中晚三个时段；而网易的曝光分布相对比较均衡
Among Portal media, Impression peaks of iFeng and Tencent appeared around morning, noon and night, while impression of Netease were equally distributed
移动类媒体中，多盟和网易新闻客户端的曝光分布趋势相近，多集中在上午的时段，与移动用户的使用习惯相近
As mobile media, Domob and Netease News shared similar impression distribution with peaks around morning
汽车垂直类媒体中，爱卡和太平洋汽车的曝光分布趋势相近，在下午时段开始出现峰值,并且在晚间又会出现一个峰值
Xcar and PCauto performed similar impression distribution with two peaks around afternoon and night respectivelyHourly Distribution of Impression by Media各网站24小时CTR分布
Hourly Distribution of CTR by Media凤凰网的CTR一直维持在2%以上，最高时超过5%，并且发生在早晨6点左右，表现不合理
太平洋汽车CTR的峰值，发生在午夜1点左右和早晨7点左右，并且峰值均超过了1%
网易的CTR在上午10点和中午1点左右，分别出现峰值，并且均超过了1.5%
多盟的CTR峰值出现在上午9点左右
其余媒体的分小时CTR分布均平稳各媒体24小时点击转化率CTRCTR各媒体的点击频次控制表现
Click Frequency Capping by Media凤凰网和太平洋汽车的点击频次控制表现，明显弱于其他媒体，3频次以上的点击量比例较高
Relatively large proportions of clicks of iFeng and PCatuo were located in the section of over 3 frequency, which was worse than other media
其余媒体的点击频次表现较好
Other media had good performance in click frequency cappingClick Frequency Capping by Media各媒体从广告向活动网站转化的表现
Site Performance by MediaLanding Rate汽车之家、凤凰和凤凰新闻带来的访问次数在各自的媒体类型中是最高的
Autohome, iFeng and iFeng News contributed the most visits within their own media categories
汽车之家的“首页-通栏1.1（3轮播）”点位的着陆率（48%）拉低了其整体的着陆率表现
Position “homepage-banner 1.1（1/3）”of Autohome below average landing rate
凤凰的“资讯-首页-浮层（两轮播）”位置的着陆率（45%）拉低了其整体的着陆率表现
Position of “information-homepage-Floating（1/2） “ of iFeng below average landing rate VisitsPerformance by Media各媒体从广告向活动网站转化的表现
Site Performance by Media来自易车网和搜狐的访客停留时间明显高于其他媒体，但是两者的跳出率也是相对最高的。或说明来自这两家媒体的小部分访客对DS有较高兴趣
Bitauto and Sohu longer average time spend but higher bounce rate indicates that those portion who stayed has high interest
凤凰新闻各广告位的平均停留时间都很低，而且跳出率都较高
All positions of iFeng News performed shorter ave. time spend but higher bounce rateBounce RateAve. Time SpendingPerformance by Media各媒体的主要互动转化表现
Engagement Performance by MediaSubmission UVSubmission Conversion Rate太平洋汽车的表单提交转化率最高，这其中“导购-首页焦点图下方banner”（1.7%）、“导购-首页通栏1”（1.8%）和“新车-所有文章页面通栏1”（1.4%）的表现更突出
The highest submission conversion rate of PCauto were mainly contributed by the positions of “导购-首页焦点图下方banner”（1.7%）、“导购-首页通栏1”（1.8%）和“新车-所有文章页面通栏1”（1.4%）
凤凰新闻的表单提交数量在移动端媒体中是最高的，并且其提交转化率表现也较好
iFeng News brought the most submissions except PCauto with a good submission conversion rate as wellSubmission Performance by Media50%78%80%79%72%55%58%81%69%78%52%77%从总体表现来看，所有媒体的表现良好。尤其我们买了一些大幅的广告位来支持上市初期，取得了较好的效果，完成了高曝光和高点击。
Overall we did good performance on all platform, especially we bought
creative format which worked to deliver high exposure and traffic.
在价格方面，虽然我们购买了大面积曝光的广告位，但依然很好的控制了CPM以及CPC
We have good control of CPM and CPC even we bought a lot big format
positions.
垂直类媒体的后端表现以及表单提交都比门户类网站更优秀
Vertical sites has better performance on users action & submission than
portal sites.
销售线索的收集与时间进展成正比。
Leads performance is on schedule and well continued.
总结与发现Findings & Learnings网络视频投放回顾
OTV Recap项目： DS 5LS网络视频预售及上市活动
Campaign ：DS 5LS OTV Teaser Campaign / DS 5LS OTV Launch Campaign
数据时间：2014.3.14 – 2014.4.13 / 2014.3.29-4.13
Period: 2014.3.14 – 2014.3.27 / 2014.3.29-4.13
投放媒体：爱奇艺，PPS, 搜狐视频，PPTV, 腾讯视频，优酷土豆
Media: iQiyi, PPS, Sohu TV, PPTV, QQLive, Youku &Tudou
投放市场：全国及重点城市
City: National & Key cities
投放目标：最大化曝光
Goal：Maximize Exposure预售阶段整体表现（2014.3.14-3.27） DS 5LS OTV Teaser CampaignPC端：各市场曝光和点击均完成预估
PC: Impressions & Click were over delivered across our buying markets
iGRP 表现低于预估,目前我们还在持续补量以弥补差距
iGRPs delivery had a minor gap. We also continue to increasing impressions to make up the gapTA: M25-40各市场整体表现- PC
Market performance - PCPad端：各市场曝光和点击均完成预估
PC: Impressions & Click were over delivered across our buying markets 各市场整体表现- Pad
Market performance - Pad分媒体来看，各媒体均完成购买曝光
Impressions & Click were also over-achieved across our buying media
iQiyi & PPS Pad端由于可以全屏点击，点击表现优异，达5.1%
iQiyi & PPS can click on the full screen ,it have outstanding click performance in Pad媒体表现
Media performance上市阶段整体表现（2014.3.29-4.13） DS 5LS OTV Launch Campaign包剧部分执行稳定，现阶段各媒体都能按计划执行
Stable part of the program buy, media can be implemented as planned
iQiyi & PPS Pad端持续保持较高点击率
iQiyi & PPS continued to maintain a high CTR in Pad
腾讯视频执行略低于预估，后期我们会抓紧补量
QQLive impressions are lower than plan, we will pay attention to make up the impressions
全国投放整体表现
National performance重点城市定向购买执行基本稳定
Stable part of the local buy
上海整体投放较低，主要来自优酷上海投放不足，已要求媒体及时补量
Shanghai overall running low, mainly from Youku Shanghai execution lower than plan, we will pay attention to make up the impressions重点城市投放表现 - PC
Local buy performance – PCPad端各市场整体投放稳定
Impressions & Click were over delivered across our buying markets in Pad重点城市投放表现 - Pad
Local buy performance – PadiGRPAchievement%部分市场iGRP低于预估，后期我们会继续优化资源
iGRPs delivery had a minor gap in some cities, We will continue to optimize resources to make up重点城市iGRP表现
iGRP performance in key city媒体表现
Media performance优酷，腾讯视频部分点位投放较低，我们会继续跟进这两个媒体执行
Youku, QQLive impressions delivery is poor, we will continue to follow up the implementation of these two media投放发现，TA表现较低，导致iGRP表现低于预估，后期我们会要求媒体努力优化资源以击中更多TA,提升投放效果
TA performance is lower than plan,it caused iGRP under delivery, we will push media to optimize resources to enhance quality
对于先阶段未完成执行目标的媒体，我们会要求媒体大力补量以提升投放力度
For the media which impression delivery is under performance, we will push media to increase impressions to make up gap
总结与发现
SummarySEM recap SEM概述2930SEM review SEM投放回顾关键字：由于配合DS 5LS上市，新增部分相关关键词，由于竞争激烈及缺少质量度累积，CPC较之前相比较高。 Keyword: We added some new keywords for DS 5LS launch, because of competition and lack of quality score, CPC was higher than before.
定制品专：目前整体表现较为稳定，CTR整体维持在43.25%，较之前品专相比，CTR较低。 Brandzone：Brandzone performance was steady and total CTR keep around 43.25%, CTR was lower than before.
智能品专：整体展现和点击都较少，报价品专展现相对较高，用户对价格较为敏感。 Brandzone：Total impression and click was little， cost brandzone was higher than other，users were sensitive to price..
31Keywords
关键词
32Impression、COST & Clicks Overview 曝光量、点击量、消费上市前投放较为稳定，后续配合DS 5LS上市开始放量。 4月1日展现增量由“汽车之家”相关关键词导致。
Before the DS 5LS launched, the performance was steady, After the DS 5LS launched, we increase the cost and add new keywords. Impression was increased due to the keywords ”汽车之家” on April.1st .上市前上市后33CPC & CTR Overview CPC和点击率概述上市前整体CPC和CTR较为稳定，上市后由于要提升展现及排名，调整提升CPC。后续已缓慢调整CPC。Before the launch CPC and CTR was steady, after the launch we want to increase the impression and ranking, we increase the CPC. We already adjust the CPC step by step.
上市前上市后34Top 10 Ad Groups by Cost 十大广告组消费DS 5LS 相关的通用词和竞品词，由于上线时间较短，整体质量度相关度都较低，而且这些词竞争较为激烈，提升CPC来获取较多的展现来累计质量度。 DS 5LS related generic and competitor keywords due to the low CPC, it achieved less impression, we adjust CPC to achieve huge impression and improve quality score, and now we change CPC to low level.
DS概念车的消费排进前10主要是由于SUV的关系，可见用户对SUV的关注较高. “DS概念车”achieved the cost top 10 due to the SUV related keywords, it shows users are interested in SUV.35Top 10 Keywords by CLICK 十大点击关键字词“Ds新车”由于采用了广泛匹配模式，整体展现巨大，导致CTR很低，现已调整了相应的匹配模式. “Ds新车” use the board match type，achieved huge impression lead to low CTR，and now adjust the match type to phrase.
DS 5LS由于新上市，用户关注度明显上升，CTR也维持在较高的水平。Due to the DS 5LS launch, users’ awareness increased, CTR stay the high level.
上周DS suv的关注度有明显上升。“ds suv”achieved high awareness last week.36Overview By AD Group 广告组总结(2014.03.14-2014.04.13)百度关键词:从展现量的构成看，整体展现主要来自通用词，DS5和DS5竞品，从点击的角度，账户整体点击来自通用词及品牌和车型相关.后续的优化重点可以放在DS5和DS 5LS上。Baidu keywords: From the impression ankle, total impression was from generic, DS5 and DS5 competitor; from the click ankle, total click was from generic and ds related. We can focus on optimized DS5 and DS 5LS.
Media data from Baidu 37Baidu Top10 Keyword By Click 百度关键词排名前10点击量的关键字在调整通用词及品牌词预算占比后，目前整体消费top10中只有2个关键词是通用词，其余都是品牌词。After adjust generic and brand keywords budget percentage, cost top 10 only got 2 generic and others are brand keywords.
目前整体来看，ds5这个词的消费还是比ds5ls多的，有可能是DS5的知名度较ds5ls高，也有可能用户认为DS 5LS是DS5的升级版。DS5 cost was more than DS 5LS, maybe ds5 awareness is higher than ds 5ls or users think ds 5ls is the extend type of ds5.
Media data form Baidu 38Baidu Defend Top10 Keyword By Click 百度防御组排名前10点击量的关键字- 防御组中，ds新车由于使用广泛匹配模式，导致展现量较大，整体CTR较低，已做相关调整。In defend group, “ds 新车” use the match type board lead to huge impression, make the CTR low. We already adjust it.
由于近期DS SUV的信息发布，近期SUV的检索量猛增，后续有相关页面后可以新增关键词。After DS SUV information released, SUV related search volume was increasing, we can add some keywords when the landing page is done.
Media data form Baidu 39Baidu Conquer Top10 Keyword By Click 百度侵略组排名前10点击量的关键词- 侵略组中，通过对比CTR和排名的数据，这些通用词来带的用户浏览质量还是较高的，在排名不是很靠前的位置，但关键词整体的点击率还是较高的。In conquer group, compared with CTR and ranking, we can find that those keywords brought high quality users, we got high CTR with low ranking.
“汽车之家”由于4月1日的改版，导致了巨大的展现量，后续可以持续监控这个关键词的表现来确定如何处理。 Due to the auto home event lead to huge impression, we can monitor the keywords performance to decide how to deal it.
“最新轿车”和”2014新车上市”竞争较为激烈导致CPC较高,后续已有调整。”最新轿车” and “2014新车上市” competition was fierce lead to high CPC, we already control it to low level.Media data form Baidu 40Brandzone
品牌专区Brandzone Trend 品牌专区投放趋势回顾(2014.3.29-2014.4.13) 41品牌词的搜索量的变化与品牌信息曝光有密切的联系。
Brand search volume changes are closely related with brand information exposure.Media data form Baidu Brandzone Performance by Clicks 品专点击率表现(2014.3.29-4.13)点击率最大的是标题，11.23%. Highest CTR in Title: 11.23%。
SNS互动的点击率最低。 SNS button was the lowest CTR part.
Tab按钮中，对DS 5LS感兴趣的用户比例最高。 In Tab button, most users interested in DS 5LS.0.86%0.05%0.07%0.06%0.03%0.10%0.03%0.11%4.70 %0.21%0.33%0.98%0.12%0.19%2.00%0.54%0.77%11.23%2.36%
Brandzone Video Performance by Clicks 品专视频点击率表现 12436544智能品牌专区 Specific Brandzone
DS 5LS价格 DS 5LS costDS 5LS视频 DS 5LS videoDS 5LS图片 DS 5LS pictureDS三厢车 DS sedan8649PV 1020182181298154PV 104PV 753PV 5738Summary
总结：配合DS 5LS上线，新增相关通用词及竞品词，由于此类关键词竞争激烈，CPC较高，已逐步调整并使CPC下降，后续重点优化DS5及DS 5LS相关关键词。We added generic and competitor keywords to support DS 5LS launch, because of fierce competitor, CPC was higher than before, we already adjust the CPC and focus on optimized DS5 and DS 5LS related keywords.
定制品专本次视频表现不理想，主要是由于用户对视频点击的需求下降，可以通过更换视频首帧图片进行测试。 Customized Brand zone performance was not ideal, mainly because of the main video clicks, we can test to change the video picture.
智能品专整体展现量点击都较少，从已有表现来看，用户还是比较偏向检索价格相关的关键词，对价格浮动较为敏感。 Specific brandzone achieved low impression and click, but refer to the performance, users are prefer the price keywords and sensitive to the price.
Brand Site 官网
Campaign Site 活动网站
E-newsletter 电子报
Online Media Banner 网络媒体广告
Work Review 工作回顾官网首页 Brand Site Homepage官网为配合DS 5LS上市活动进行内容更新，提高销售线索收集。
Brand site update to cooperate with DS 5LS launch campaign,improve the collect leadsWork Review 工作回顾精彩下载Images And Video Download DS附件DS Accessory官网首页Brand Site Homepage官网首页Brand Site Homepage官网首页Brand Site HomepageDS 5LS全感官活动网站
DS 5LS Full Sensorial Experience Campaign Site 配合DS 5LS上市活动，结合DS 5LS车型亮点进行360度互动传播体验
To cooperate with DS 5LS launch campaign, combine with DS 5LS point to make 360 interactive experience
品Taste触Touch互动亮点：双屏互动
Interactive Point : Double screen interactive互动亮点：体验DENON与HP200音质与动力完美结合
Interactive Point: Experience the DENON perfect combination with HP200 quality and power互动亮点：体验DS 5LS奢华内饰带来的非凡质感
Interactive Point: Experience special texture comes from DS 5LS luxury interior 互动亮点：突出DS 5LS材质的环保，安全，健康
Interactive Point: Outstanding environmental protection , safety and health of DS 5LS 视Sight听Hear嗅Smell互动亮点：体验DS CONNECT智能互联带来高科技、便捷的乘驾感
Interactive Point: Experience high-tech and convenient feeling of ride
用户可以选择“单屏”或“双屏”来实现用PC或者手机（通过扫描二维码联动手机）
Users can select the "single screen" or ”dual screen” provide 2 ways experience of website and mobile(Connect
提供PC或移动端互动体验
Mobile through scan QR code双屏互动体验视觉示意
Dual Screen Interactive DemoQR CodeMobile layoutPC layoutThe first screen of sightInteractive finish site3月电子报 E-news Letter MarMonthly Performance Overview 月度表现总览Monthly Performance Overview 月度表现总览由于上市，整体费用和流量在W3达到峰值，随后下降
As DS 5LS launch total spending and UV arrived at a peak on 3th week , then it went down .
目前Leads成本达到2415元/个，成本偏高
Leads spending arrived at 24.15 , the cost is on the high side .
随着投放加大，以及产品上市，关注的提升，leads成本逐渐降低，W4降低到1650左右
Leads spending reduced with total spending , DS 5LS launch and the attention went up . Leads spending reduced at 1,650 .Online Media Performance网络媒体表现潜客数
Prospects合格的销售线索
Qualified Leads销售线索
Sales Leads网站流量 Web site Traffic
唯一访问人次Unique Visits网络广告 Online Media banner
独立点击Unique Clicks试驾数
Test Drive订单客户
Orders到店数
To store33.6%5.50%0.34%86%0.00% (系统未抓取)0.055%68.12%Online Media Performance网络媒体表现Online Media Performance网络媒体表现Online Media Performance网络媒体表现CPC：
其中门户CPC指标普遍较高，垂直媒体相对比较合理，移动性价比最高
The portal CPC index generally higher, the vertical media is relatively reasonable and highest performance-to-price ratio .
UV/UC:
汽车之家相对最低，接近50%左右，视频媒体普遍50%-60%左右，其中优土质量最高，门户媒体和垂直媒体接近70%-80%左右，个别媒体接近90%，这些媒体页面达到比例较高，
To UV/UC , Autohome close to 50% is lower than others . Video media around 50% to 60% generally, Youtu is highest , Portal and vertical media close to 70% - 80% , some media close to 90% ,its achieve page percent is higher .
Leads：
从Leads的角度我们可以看到垂直汽车网站相对获取的Leads效率较高，门户除凤凰之外，获取Leads能力相对较低，而视频网站整体对于Leads获取效率都不高。
To leads : Except Ifeng ,the auto website got higher leads , Video website got lower leads in generally .
Cost Per Qualified Leads：
从Leads成本角度我们可以看到垂直网站中的xcar和pcauto都有不错的表现，质量成本低于千元，而且本月唯一的订单也来自于pcauto。另外移动更是值得关注，Leads单价控制在500左右，建议加大投放。
We can see from the Angle of Leads , Xcar and Pcauto has better performance in perpendicular website . The leads spending less than one thousand yuan . The only order cames form Pcauto as well . Besides, mobile is more worthy of attention , we suggest to launch .
后续媒体建议：
在销售压力增大的情况下，建议增加垂直网站投放以及移动端媒体投放，减少纯展示类广告投放。
Advice to further ：We suggest to increase the vertical website launch and mobile media delivery, reduce pure display advertising as well under the condition of selling pressure . Leads Quantity and Quality Analysis 销售线索数量和质量分析Leads Follow Up Status 销售线索跟进情况网站表现分析Site Performance Analysis 触达影响转化参与点击 = 1,206,922展示类广告引导访问次数= 807,900总体着陆率 = 67%展示类广告引导总访问人数 = 741,206展示广告引导的转化率= 0.3%总体跳出率= 69%展示类广告引导表单提交人数 = 2,307总访问次数 = 1,198,799总访问人数 = 1,108,760表单提交总人数 = 3,075展示类广告曝光 = 128,299,120活动网站主要数据表现活动网站各来源表现活动网站的流量主要来自广告的引导，但来自引荐的比列也较高
广告引导的表单提交量占据绝对优势，但是其表单提交转化率的表现则是最弱的网站流量来源分布各流量来源表单提交表现表单提交人数表单提交转化率活动网站流量来源表现细分活动网站各来源表现活动网站地域分布表现访问次数（千次）/表单提交总人数表单提交转化率网站的流量仍集中在北京、上海、深圳等沿海发达城市，同时成都的流量表现也较突出
在表单提交转化率维度上，别经、广州、武汉和郑州4个城市的表现明显优于其他城市附录 Appendix网络硬广前端广告分析Display Media Analysis 门户中，凤凰曝光和点击表现良好，CPC最低，CTR最高
汽车垂直中，汽车之家和易车曝光和点击表现良好，易车和爱卡CPM较低，爱卡的CPC最低
移动媒体中，凤凰新闻CPC最低，网易新闻曝光和点击完成较好
总体来看，多盟的CPC最低，且CTR较好；腾讯的CPM最低。Detailed Performance of Sina
新浪各点位的表现新浪内页-国内新闻内页画中画00曝光率、点击达成率和CTR达成率相对较高->推荐购买Detailed Performance of Sohu
搜狐各点位的表现汽车频道首页全屏 曝光和点击达成率和CTR达成率相对较高->推荐购买Detailed Performance of Ifeng
凤凰各点位的表现咨询首页浮层点击达成率和CTR达成率相对较高->推荐购买Detailed Performance of Tencent
腾讯各点位的表现汽车频道车型库-通栏1曝光和点击达成率和CTR达成率相对较高->推荐购买Detailed Performance of Netease
网易各点位的表现新闻频道首页高层动态下M1大画面广告点击达成率和CTR达成率相对较高->推荐购买Detailed Performance of Autohome
汽车之家各点位的表现图片库通栏2及首页天幕广告点击达成率和CTR达成率相对较高->推荐购买
报价库通栏2完成较高的曝光Detailed Performance of Bitauto
易车各点位的表现易车网首页顶部通栏曝光和点击达成率和CTR达成率相对较高->推荐购买Detailed Performance of Xcar
爱卡各点位的表现爱卡首页通栏A1点击达成率和CTR达成率相对较高->推荐购买
资讯中心首页顶部Button完成较高的曝光Detailed Performance of Pcauto
太平洋各点位的表现太平洋导购通栏1点击达成率和CTR达成率相对较高->推荐购买Detailed Performance of Ifeng News
凤凰新闻各点位的表现凤凰新闻军事首页焦点图点击达成率和CTR达成率相对较高->推荐购买Detailed Performance of StrringMedia
速航各点位的表现速航国航值机系统点击达成率和CTR达成率相对较高->推荐购买Detailed Performance of Netease News
网易新闻各点位的表现汽车频道首页01通栏广告点击达成率和CTR达成率相对较高->推荐购买Detailed Performance of Sin
腾讯新闻各点位的表现腾讯新闻客户端闪屏广告完成较高的曝光及较低的CPM。Detailed Performance of Domob
多盟新闻各点位的表现驾考宝典曝光达成率相对较高->推荐购买
多盟通栏/插屏相对CTR较高。
