Which regions pay you back, and which you never tried
Not a map of where your leads are. Each region is judged against what your ad delivery there should have produced, so a leak reads as a leak and an untested region as an opportunity.This is not a map of where your leads are. It compares each region against what your ad delivery there should have produced, and against how comparable regions performed. A region you paid for and got nothing from reads as a leak; one you never targeted reads as an opportunity.
Why a lead-density map is the wrong map
Colouring counties by lead count tells you the one thing you already knew.Colouring counties by lead count tells you where your customers already are. That is the one thing you already knew.
Expected, not absolute
For each region Airdec computes what its impressions should have produced at your own conversion rate, then compares that with what arrived. A big city with many leads can still be underperforming, and a small one with few can be your best market.
Opportunity is a separate verdict
A region you never advertised in cannot be “weak”. It was never tested. Where comparable regions convert and you have no delivery, the map says opportunity, which is a media-buying instruction rather than a scolding.
Layers and drill-down
Leads, impressions, click-through, leads per 10,000 people and spend, each as its own fill. Open a county for its cities, its top campaigns and how it has moved over time, and export the view as an image for the meeting.
How to use it
Three moves off one map
Rank the leaks by money
Weak regions are ordered by spend at risk, so the top of the list is where a budget change pays for itself fastest.Weak regions are ordered by spend at risk, not by how red they look. The top of that list is where the next budget change pays for itself fastest.
Test one opportunity
Put a small budget behind an untapped region whose peers convert, and check the verdict next month.Take a region flagged as untapped where its peers convert, put a small budget behind it, and check the verdict next month. The comparison is already built.
Feed it back into the buy
Shift budget from the leak to the hot region and watch both verdicts move.Shift budget from the leak to the hot region, and watch both verdicts move. The map is the input to the media plan rather than a picture of the past.
The map, in detail
Which countries are supported?
Any country. The engine is country-agnostic: it works from your own impressions, leads and regional boundaries. So the map is set up for the markets you sell in, however many that is.
What if I have very few leads?
Then it says nothing. Verdicts are gated on a minimum volume for the brand and period, and below that the map refuses to render a judgement rather than dressing up three leads as a trend.
Does it need ad data?
For the full verdicts, yes. The expectation comes from impressions. Without a connected ad account you still get leads by region and the demographic layers, but not the hot/weak/opportunity call.
Can I look at a single campaign?
Yes. The explorer has a single-campaign mode, which is the fastest way to see whether a campaign is delivering where you intended it to.