Here’s a typical Facebook campaign scenario:
You’re building what you think to be the best Facebook campaign ever using all the tips, tricks and efficiencies your PMD of choice allows. Once you click “sync” or “start” or “go” or whatever, you then see that happy message: “Your ads are approved”. Then you wait….
You wait minutes, sometimes hours, until you see your spend start to trickle up and, per your bid strategy of choice, your KPI’s begin to accumulate. After much time waiting, you can finally optimize.
Here’s the thing, I don’t need to wait.
*Shouts from the crowd* that’s impossible! My PMD is a top Forrester pick and I can see all my analytics in unison with Facebook. How can you know data BEFORE Facebook?
I use Omnitarget
What is Omnitarget?
Omnitarget is a real-time conversion attribution platform. Advertisers place a special pixel on their site which will allow them to generate unique trackable links.
Why do I use it? Here are 5 reasons:
1) It’s real time.
When I say “real time”, I mean at-this-very-micro-second-moment.
How is this different from Facebook or a PMD’s “real time” analysis?
I’ve seen delays of tens, even hundreds, of conversions between Facebook’s campaign report and Omnitarget.
How is this better?
I can see how my campaigns are doing before Facebook can tell me. I use these insights to get an initial feel for the success and failure of a campaign. I’ve come to learn the higher the discrepancy between conversions in Omnitarget vs. Facebook, the better my campaign is performing. Facebook simply can not catch up.
2) I can see more metrics
Ok ok, a PMD does have a robust set of conversion metrics that are more substantial than Facebook. Let’s assume you’re NOT using a PMD for this one.
In Omnitarget I can not only see clicks and conversions, I can see conversion rate, order count and order revenue. In some instances I can also see CPC, RPA, RPC, cost, revenue and profit. I can also define my attribution source (Facebook for example) as well as a set of sub id’s that allow me to create link differentiating nuances that I can use to quickly see additional campaign metrics (I typically use these sub id’s for bid strategies, particular pieces of creative i’m testing etc…).
Here is a snap shot of a typical day’s worth of campaigns. I can also day-part this and see clicks, conversions, CR, order revenue and order count by hour. This is helpful to determine when your audience is engaged and more likely to drive revenue. Also, If you have a ROAS goal and buyer conversion percentage, having insight to revenue and order count is critical to meet those objectives.
3) I can optimize better
This is the fun part. Let’s say in Facebook you are using the registration pixel and one of your goals is to drive new member signups. Let’s also say your CPA goal is $5. Imagine you have a set of campaigns and you’re getting around $4.50 a conversion, but you have one particular campaign that is $6 a conversion. Again, assuming you’re not using a PMD that can tell you this, you would see that this CPA is above your goal and thus you turn it off.
What if you could look at the campaign performance in Omnitarget and see that you’re getting 300% return on ad spend based on order revenue? Change of plans. You now have reason to not only keep the campaign running, but even to increase that campaign’s budget.
4) I can see the halo effect
This is icing on the cake. In Facebook, when you turn off a campaign, you basically end its reporting. A few conversions and spend may trickle in moments after you turn it off, but that’s it. In Omnitarget, because the links are still live, I can see campaigns from days, even weeks ago, still getting conversions, orders and order revenue.
Additionally, in Facebook you can only track conversions from your PAID MEDIA impressions. If a particular post has a high number of shares or likes, and people’s friends are clicking and converting – you can’t track that. In Omnitarget you can. This is HUGE in terms of having insight to the longer-term impact and success of your campaigns.
5) Delivers a better ROI
Bottom-line: speed + insight = success. When I can see more data and optimize my campaigns faster, I can deliver better results for my advertiser.