MEI i.e. Mutually Exclusive Impact is a powerful tool that will enable you to identify your dependency on any publisher/traffic channel. Using MEI, you will be able to measure the quality of leads in an even more granular way for Publishers & other traffic channels.
What is MEI?
MEI is the number of leads registered only through one publisher/traffic channel. This means that an MEI lead does not have a secondary instance and hence, is a unique or exclusive lead.
|Sample MEI Lead||Publisher X||-||-|
What is Non-MEI?
Within primary, if any lead has secondary instance then that lead is a Non-MEI lead. What this means is that, even if the lead was not sent by the primary source it would have entered in the system through some other source (i.e., the secondary source)
|Sample Non-MEI Lead||Publisher X||Publisher Y||-|
For e.g. let's assume Publisher X sent a total of 500 leads into the system. Now, out of these 500, there were 300 leads which did not register from any other source. Therefore, at the end of the session let's assume that these 300 leads had only primary instance.
|Total leads by Publisher X||500|
|Total leads having only Primary Instance of Publisher X (MEI)||300||MEI% = 60%|
|Total leads having Primary as Publisher X, and secondary as some other (Non-MEI)||200||Non-MEI% = 40%|
View MEI in one view
On Campaign Dashboard, you can view the MEI values in absolute numbers and percentage by toggling the button near the 'Filter' button. The values will keep updating in real time.
For publisher/traffic channels on Campaign Dashboard, you can view individual reports under their respective pages. Below are the data points available in MEI Report
1. MEI of Total Leads: This is the total number of leads out of all the primary leads that registered only once
2. MEI of Verified Leads: This is the total number of verified leads out of all the verified leads that registered only once
3. MEI of Paid Application: This is the total number of Paid applications out of all the paid applications, which were created by leads that registered only once. Please note, if one MEI lead creates multiple paid applications then all those applications are counted under MEI of Paid Application.
4. MEI of Enrolments: This is the total number of Enrolments out of all Enrolments, where the lead had registered only once.
This report will allow you to view the names of secondary publishers/traffic channels through which the same lead had registered. What this means is that, even if the lead was not sent by the primary source it would have entered in the system through some other source (i.e., the secondary source)
Primary Instance Report
This table provides insight into the list of primary sources for any secondary and tertiary leads sent by publishers/traffic channels. You can drill-down and get the information of primary instance block for secondary or tertiary leads.
How will knowing MEI% benefit you?
- The concept of MEI is one step ahead of the PST (Primary, Seconday, Tertiary) concept. We all know that having primary leads by a source/channel is beneficial. However, knowing that the primary lead was a MEI or a Non-MEI would help measure the exclusivity of it, in an even more granular way
- You can easily see the MEI% and view the primary instance report to know if some publisher is blocking primary
- With realtime MEI data available, you can anytime view the quality of leads on Campaign Dashboard