The use of data points and behavioral data is what differentiates us most from our competitors — and forms the backbone of every campaign strategy we build.
What are data points?
Data points are pieces of information about a user that are collected from tracking points placed on job ads. These tracking points register interactions — such as how long a visitor stays on a job ad, whether they scroll, and how actively they engage with the content.
Each interaction that crosses a threshold is registered as a data point. These data points are tagged and categorized by position type, geography, industry, and other attributes. Over time, this builds a rich, structured dataset that tells us which audiences actually engage with specific kinds of roles.
Because every position type has its own collection of data points, we can identify patterns unique to each role — and use those patterns to find new, similar audiences for your next campaign.
What are behavioral data?
Behavioral data is information about how traffic develops on a job ad over time. Rather than simply measuring how many people clicked on an ad, behavioral data measures the extent to which a position genuinely engages its target audience.
It tracks how many of the predefined tracking points are activated based on a combination of time spent and activity level on the page. A visitor who lands on a job ad and leaves immediately contributes very different data from a visitor who reads through the full description, scrolls to the bottom, and lingers for several minutes.
This distinction is critical. Traditional job advertising optimizes for impressions and clicks — metrics that are easy to inflate and hard to act on. Behavioral data cuts through the noise and tells you whether real, relevant candidates are actually engaging with your posting.
Tracking Points
Predefined interaction thresholds placed on job ads to capture meaningful engagement signals.
Data Points
Structured records created when a visitor activates a tracking point — tagged by position type and context.
Behavioral Data
The aggregated picture of how audiences interact with a job ad — the basis for targeting decisions.
Why does this matter for your campaigns?
When you use Frantz, your job ad is not shown to a generic audience. It is targeted toward people who have previously activated data points on similar positions — people whose behavior signals genuine interest in roles like yours.
This is how we go beyond demographics. Age, location, and job title tell you something about a person. Behavioral data tells you what they actually pay attention to. Combining the two gives you a targeting model that consistently outperforms traditional job advertising.
Behavioral data from the last 90 days is used to build each campaign. This recency window ensures targeting is based on current, active interest — not stale profile data.