Where do we go from here?

1
Get started by setting up a Line of Business
Set up a Line of Business
Make sure data is feeding in – reporting start date is the day of Line of Business creation

2
Investigate the Investigate the impact of people-based, cross-device behavior on your conversions
cross-device report Assess the share of touchpoints missed in tools without a cross-device view

3
Optimize on Facebook Use the Data Driven Attribution results to see accuracy of your applied rule-based model
with DDA Use insights to optimize across Facebook placements

4
Optimize cross-pub with Investigate which campaigns, publishers or channels are driving your business outcomes
Rule-based models Compare visit to conversion ratio to see the effectiveness of your visits
2 - Document title
Case 1: How can I improve my performance on Facebook?
Leveraging Data Driven Attribution

1 2 3
Onboard to Use DDA to Reallocate budget Low stakes decisions:
Attribution and understand the to the campaigns Continue with suggestions
validate data contribution of that are driving
each campaign conversions most High stakes decisions:
effectively Run lift to verify accuracy

Slow changes wins the

race!
Strategy: Same budget, more conversions Rule based model
DDA

Campaign Impressions Clicks Visits Conversions Conversion Value Cost per Conversion Cost

32.00 € 20,897 € 272.07

Campaign A 1,782,113 44,396 36,401 € 8,706
71.45 € 32,445 € 121.86
11.00 € 16,889 € 385.00
Campaign B 709,235 31,226 27,934 € 4,235
24.32 € 46,032 € 174.14
5.00 € 2,346 € 1,297.00
Campaign C 2,476,886 15,672 11,431 € 6,485
6.82 € 3,915 € 950.88
16.00 € 7,436 € 300.25
Campaign D 489,658 33,410 29,320 € 4,804
6.04 € 3,021 € 795.36

108.63 € 24,230

Strategy: Same budget, more conversions

6% 6% Campaign Budget Conversions

With the same budget, the
20% Campaign A € 15,992 131.23
36% estimated increase in
Campaign B € 5,330 30.61 conversions would be
22%
27% 165.2/108.63 = 1.52
66% Campaign C € 1,454 1.53
17%
Campaign D € 1,454 1.83 52%
Total 24,230 165.2
A B C D
A B C D

Example. For illustration only.

 Strategy: estimate CPA increase at different spend levels
Regression Analysis
Rule based model
DDA

Identify the budget split based Estimate conversions based Estimate effect
Campaign Conversions Budget
on conversions on CPA and coefficient
32.00
Campaign A 6%
71.45 6%
Coefficient Conversions
11.00
Campaign B 131.23 165.2 * 0.9 /108.63 =
24.32
22% 30.61
5.00
Campaign C
6.82 66%
1.53 37%
16.00 1.83
Campaign D
6.04
A B C D 0.9 165.2
108.63 € 24,230

Ex calculation
Share * Budget / CPA = Estimated conversions

66% * 24,230 / 121.86 = 131.23

Example. For illustration only.

Lets Recap!
1 Use the Data Driven Attribution results to see accuracy of your applied rule-based model
Use insights to optimize across Facebook placements
Validate DDA using lift • Account level lift study comparison with DDA
• Campaign level lift study comparison with DDA e.g. prospecting
2
Same budget, more How to reallocate budget to better performing campaigns
conversions

Same budget, more

3
Perform a regression analysis to estimate CPA increase at different spend levels
conversions while using
by pulling data for spend and conversions from Ads Manager.
Regression
How can I improve cross-publisher
performance?

How should I
distribute between
publisher?

What should be my
attribution model?
How should I allocate my budget between publishers?
Leveraging Conversion Lift

1 2 3
Onboard to Run lift study and Apply the selected Inform your media
Attribution, add find the Rule-based rule-based model to plan to increase
impression and model closest to cross publisher your Return on
click tags. the lift results evaluation Investment
Validate data
Where do we go from here?
1
Get started by setting up a Line of Business
Set up a Line of Business
Make sure data is feeding in – reporting start date is the day of Line of Business creation

2
Investigate the Investigate the impact of people-based, cross-device behavior on your conversions
cross-device report Assess the share of touchpoints missed in tools without a cross-device view

3
Optimize on Facebook Use the Data Driven Attribution results to see accuracy of your applied rule-based model
with DDA Use insights to optimize across Facebook placements

4
Optimize cross-pub with Investigate which campaigns, publishers or channels are driving your business outcomes
Rule-based models Compare visit to conversion ratio to see the effectiveness of your visits
10 - Document title