In our previous post Atlas Gets Social, we discussed the benefits of harnessing social display as a new measurable channel, providing unprecedented insights into Facebook’s reach, overlap, and synergy as well as its place in attribution. These metrics are wholly accommodated by a suite of Advanced Analytics reports that Atlas offers.
Consider the Search and Display Synergy Analysis. This report takes the notion of paid search being a supreme bottom-funnel conversion driver, whose success may have been assisted by the efficacy of display advertising. By examining cookies that converted through search only and comparing these to cookies exposed to both search and display, the actual lift perpetuated by each display publisher can be quantified, hence building a case for the potential reallocation of media dollars.
Facebook itself can be viewed as such a publisher and stacked up against its display counterparts in the measurement of influence on search. If it can be determined that Facebook lends a higher level of contribution, this may justify continued investment.
Campaign Builder is another indispensable tool for marketers focused on identification of overlap and exclusivity across their media buys. The Atlas Campaign Builder tool gives a definitive answer into how many cookies are showing overlap between the Facebook campaign and other Atlas-tracked media buys (i.e. is the same advertiser’s message reaching the same user across multiple networks?). Concerns may be amplified if the level of duplication between Facebook and (traditional) display is so large that it renders both channel investments sub-optimal. Or that average frequency on Facebook tips over the point of diminishing returns, where the cookied user starts to become oversaturated with the advertiser’s message.
Campaign Builder aligns with Atlas’s Engagement Mapping vision in identifying publishers who may be driving engagement but may not be reaping credit for such. As marketers increasingly adopt the ethic of looking more holistically across entire conversion paths and scrutinizing touch points with varying levels of attribution, the conversation turns to weighting time-based variables such as sequence and recency. Some marketers, for instance, value first and last click as the most salient conversion drivers with engagements in-between (‘assists’) deemed influential, but to a lesser extent. Through Atlas’s Click Purchase Path Analysis, they can glean insights into where Facebook advertising dwells as an introducer, influencer, or closer across each unique click path, essentially creating a virtual representation of the digital conversion funnel.
While the Click Purchase Path Analysis tells a very succinct story on the flow of traffic to point of conversion, the eMap Factors Report complements nicely by showing how Facebook wins or loses attribution across each variable in Engagement Mapping in accordance with the advertiser’s chosen model.
In summary there is little doubt that bringing social display metrics into a unified audience activation platform like Atlas will yield tremendous gains for advertisers. For Atlas, the advent of third party tracking permissibility adds new channel reporting capabilities to its already robust repertoire. Accurate measurement will help draw conclusions on the quality of audiences delivered at scale. Marketers will be better informed on the synergistic aspects of Facebook advertising, gain better understanding of its reach and overlap, and aid the movement of marketing budgets to appropriate sources. This all serves to reaffirm Atlas reporting and its Advanced Analytics as a true lynchpin in the decision making processes of agencies.