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.
Assume the following situation:
Your organization runs a large campaign such as Spring/Summer 2020. The campaign runs across several channels and ad campaigns.
All ad campaign parameters include the string springsummer2020, regardless of channel.
Analyze campaign performance
In the performance report, you can filter by a specific campaign name or string such as springsummer2020. This filters the entire dashboard.
You then see the performance of all springsummer2020 ad campaigns using data-driven attribution.
You can see the performance of a single ad campaign in a cross-channel context, and the performance of all campaign touchpoints regardless of their position in customer journeys. This shows which channel was most effective for your campaign across channels.
Use this information
You have several options for operationalizing campaign performance:
In-campaign optimization. Depending on how long your campaign runs, you can use attributed performance KPIs such as ROAS or CPA for ad campaign management and budget shifts during the campaign. Consider your lookback window. An ad campaign may need time to appear in customer journeys before you can review its performance. Two weeks is usually enough to start a performance review.
Validate your ad campaign strategy. For a large campaign, you may split ad campaigns into phases such as:
Awareness
Consideration
Lower Funnel
Use attributed KPIs to assess whether ad campaigns were effective for their strategy. Use the customer journey report to test hypotheses and review positions of specific ad campaigns in customer journeys.
Plan future campaigns. With the information from steps 1 and 2, you have a better understanding of which channel drove the most campaign conversions or had the best ROAS. Use this knowledge to plan similar campaigns and budgets based on campaign analysis in Adtriba.