American Home Shield is the leading home warranty company in the United States and currently serves over one million customers across the country.
American Home Shield partnered with The Exchange Lab to help drive conversions on their website with a CPA goal of $50.
A primary conversion for the campaign was defined as Cost per Order (Order confirmation page) and secondary conversion as Cost per Lead (Quote submit confirmation). Also, 50% attribution was agreed upon for post-view conversions and 100% attribution to post-click.
Although viewability was not formally listed as a key performance indicator, the client wanted to ensure at least 50%, which is in line with industry standards.