By Ted Barthell on June 22, 2016
Media tracking needs to provide enough detail to enable informed buying decisions. If you don’t have visibility into certain crucial data points, you’re just taking shots in the dark. By using cost importing and properly tagging your ads, you’ll have the reports you need to determine the exact return on ad spend for each media, campaign, ad, keyword, and so on. This is how you really leverage big data to your advantage.
Let’s take a look at two versions of a report in Media Manager. One is lacking in granularity, while the other gives you full visibility into performance. Here’s what the first report looks like:
Without setting up cost importing and ad tracking parameters, this report can’t tell you ROAS or provide deeper insights into which ads are working.
Imagine if this was all the info you had to base your decisions on. You know sales and revenue, but what is the return after costs are factored in? Besides that, you can’t identify which ads are giving you the best bang for your buck.
If you properly set up cost importing and ad parameters (which is easier than you think), then your reports will tell you the additional information outlined below:
Much better, right? With this improved report, you can determine ROAS from the channel level, all the way down to the keyword. You’re now much more confident about your optimization decisions, spending more on ads that are proven to work. You have less uncertainty and more predictable results from your investments. If you’re one of the many marketers trying to build a data-driven culture, this is a great place to start.
If you want more info on how to make your reporting more useful, get in touch with us and we can chat! Call 805-324-6021.