Note: Adtriba Core is a legacy feature that we continue to support but no longer sell. The latest version of this feature is available as Funnel Measurement.
If you are already using Funnel Measurement, find more information here. To upgrade, contact us.
Including social and display views in UMM modeling adds impression data from social platforms to your attribution.
Large media platforms make it increasingly difficult for advertisers to access user-based data. This is true for platforms such as Facebook. Because impression evaluation is an important part of attribution, Adtriba includes impressions from social platforms such as Facebook and Instagram in digital attribution even without user-level data. A model quantifies the effect of social ads within organic channels (Paid Search, Direct, SEO).
Is this right for you?
Including social platform data in UMM modeling is suitable for companies that:
use dynamic multi-touch attribution
run Instagram or Facebook ads
What can you expect when you integrate social and display views?
Including this information in UMM significantly affects organic channel performance. When you integrate views and display data from platforms into your existing setup, organic channels show this effect:
Organic channels give a portion of their conversions to the social views channel. Which organic channel is most strongly influenced depends on the social views source (Facebook or Instagram).
Example: 500 direct conversions, 200 paid search conversions, and 150 SEO conversions were driven by Facebook Social Views.
Which marketing measures and channels can you add?
We can model and map all sources from which we receive aggregated views through Funnel.io in Adtriba. This includes Facebook, Instagram, YouTube, and others.
How must you deliver data, and do you need a data history?
Social views integration is done only through the automated interface with Funnel.io.
How can you use the results?
Including social and display views from social platforms helps you evaluate advertising measures in social networks. The more conversions Social Views account for, the better you can estimate holistic performance compared to costs. Another use case is reducing the 'black box' effect in direct, SEO, and paid search.