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Digital marketing specialist faces many challengers every other day with Google and Facebook, the main advertising investment channels. In order to sell online more, it is necessary to develop analysis and measurement tasks to make valuable decisions in your strategy.
Both channels manage millions of euros from brands budgets every day, but do brands really know if they are optimizing correctly the investment? Do you know what is the real investment attribution that these two channels are applying and the differences between them?
What advertisers are facing
When the online marketing analyst faces these two channels, experiments every day the same dilemma: both channels show very different data, so which one of them should we pay attention to? What is really happening with our Advertising investment and what real results are we obtaining?
Our CEO, Carlos Molina, tell us about it: it is very important to develop a correct measurement, in times of data when both channels may be confusing.
The Tidart team has already worked in this case with our retail clients, and saw that clicks generated by the Facebook platform didn’t match with those registered by google Analytics…
If advertisers are not able to measure -and cross or contrast- the number of clicks generated per campaigns, how could we measure the number of conversions?
But, when does this problem arise?
It affects especially in performance phases (ie, direct response either purchase, registration, etc), or the influence that the fist phase of Branding can exercise in Performance campaigns.
Here is and overwhelming fact: multi-device activity is increasing sector. However, there are many difficulties to track the multi-device conversions that sudden in each investment channel, whether Google, Facebook or Criteo, due to the impediments presented by the platforms.
Advertising platforms have limits to track cross-device conversions
When the data necessary to start working is wrong, it’s hard to make decisions that help to reach objectives.
For example, Google Analytics offers the possibility of creating an impression tag for ad banners in order to report correctly the number os impressions. However, it doesn’t measure impressions generated by the Facebook platform. The Facebook system has limits for measuring external metrics. As a result, advertisers cannot impact again on audiences located outside Facebook, cannibalizing all the budget and data within only one platform.
Meanwhile, Google is not able to match conversions from one users in the same app within a multi-device ecosystem, because Facebook does not provide to Google some data like the device ID. For this reason, Google can not register when a user has clicked on a Facebook ad, and a huge quantity of data is missed in the process, which makes a dificult measurement for marketing analysts..
Which solution can we apply?
Lean on tools, look for new methods to develop your strategy… While Facebook or Google work slowly to launch their own attribution platforms, at Tidart we are already prepared with internal and external tools and methodologies. This is our secret formula:
- Leverage internal or external tools: In Tidart we work with external tools that analyze cross-device conversions and combine this analysis with 2 statistical models to attribute conversions.
- Combine your measurement with Media Mix Modeling studios: determine the impact of the investment in media mix modeling for any type of advertising action, both offline and online.
- Complement the Media Mix Modeling with Multi Touch Attribution studies: they measure the real attribution based on the data collected in different touchpoints or points of contact.
¿Los modelos estadísticos son complicados de desarrollar?
You need to support yourself on a team specialized in data-science. Tidart provides data audit service in an integrated manner for our clients thanks to Tidart Data Labs, our data analysis and internal profitability studies center that works together with account managers.
One of the most requested services by our clients is the incrementality studies, which accurately determine the incremental impact generated from the ad exposure.
Practical Example: if a user adds a product to the cart and decides to open a new browser tab to look at othe products and, automatically, a banner appears showing the same product that was already included in the cart to try to convince the user to buy it, that impression is a wasted impression. Why is that? Because that user has already the intention to buy it anyway. Thanks to this tupe of studies, it is possible to analyze the incrementality of conversions in every channel and optimize the advertising budget to invest.
Every channel has its own working methodology and, therefore, it is very important that advertisers do not limit their modus operandi.
Click here to learn how to optimize your ad investment in multi-device enviroments
This article was originally published in the May issue of the printed edition of eShow Congress Magazine