08 December 2022 |
Data, Insights, Privacy
What is a campaign manager floodlight?
Floodlights are an optional feature in Campaign Manager 360. It allows you to track and report on conversions — the actions of users who visit your site after viewing or clicking on one of your ads.
What is attribution?
Attribution tracking & reporting gives advertisers insight into the way different channels, course offers, etc. interact in the user’s unique path to convert. Attribution reporting is crucial in ensuring the full funnel can be understood, and the role each element of the marketing mix plays within a campaign.
Attribution modelling – what does ADMATIC opt for?
Attribution models can differ between ad servers, channels, reporting platforms, etc. For the purpose of Campaign Manager 360 (and any other platform we are able to edit the attribution model), ADMATIC uses a last touch attribution model. This means that the conversion is attributed to the channel, ad, creative, etc. which served as the last touch point of the campaign before the user converted.
What are the different types of conversion events?
- Conversion – Total times a floodlight is fired, attributed by the last touch attribution model.
- Assisted Conversion – Count of interactions from channels that were included in the conversion path but were not the final, attributed conversion. For example, if a user clicked on a Facebook ad & later converted it to a paid search ad.
- View Through Conversion – Total times the conversion was a result of an impression. E.g. A user viewed a paid Facebook ad, did not click, and then later converted via organic search.
- Click Through Conversion – Total times the conversion was a result of a direct click.
What are the limitations of floodlight tracking?
Certain platforms, audiences, etc. have tracking limitations in place, which can prevent floodlight data from recording correctly. For example, Facebook will not track any view-through (conversions occurring following an impression, rather than a click) floodlight fires across audiences using first-party data.
These must be taken into account when optimizing and reporting on conversion-based campaign activity. As Search activity is conducted via Google’s own platform, this channel tends to most accurately reflect floodlight fires (from Google’s Campaign Manager) which can make data appear skewed at times.
Does your business have a KPI on site that is currently not tracked? Reach out to your ADMATICian for more information on how to apply floodlight tracking to your website.Next Article