Data Standardization Worksheet
This worksheet begins with the standardization of your performance data. We’ll walk you through how to combine these mismatched data sets in a step-by-step process so that every metric is speaking the same, common language. With all of your data standardized, it’s easier to locate the strengths of each platform and hone in on ways to optimize campaign performance.
Ads Data Hub
Have you ever felt as though the data that Google gives you isn’t the data you need? It can happen. Google Ads is a very robust platform, but it’s still designed for general use cases. Companies that are using Google Ads might find that they need different information for their strategies. That’s where the Google Ads Data Hub comes in.
The Google Ads Data Hub makes it possible for companies to push and pull information through the Google Data Hub. In many ways, this is like storing information on a cookie. Companies are able to determine the metrics and activities that mean the most to them and are able to collect this information in a way that can be analyzed and makes sense.
Once this data is collected, it can be analyzed in the same way as any other information on the Google Ads platform. So, you can integrate this information into your reporting and you can create custom reports surrounding the key metrics that you wanted to track. It’s more complex to use the ads data hub and many organizations won’t need to.
But if you do find that you need to track more information than the traditional Google platform provides, the ads data hub can help. Companies can also hire developers to create their ads data hub information, but marketers are the ones who are going to need to decide which advertising metrics they want to follow.
This data can also be exported to either a spreadsheet or it can be exported to a third-party advertising platform. It’s often easiest to pull it into a third-party advertising platform for analysis, as better analysis can be performed in a platform that contains all advertising channels and all advertising data.
Google Ads and Facebook Ads are two of the most ubiquitous paid advertising platforms today. In large part, this is because of their reach. But it’s also because their tools are very easy to use.
Google Ads has tremendous reach. You can advertise on the Google search engine results pages (SERP) or you can advertise on third-party sites that are part of the Google ads program. Google will place you where you’re most likely to get hits. For the most part, ads don’t follow the websites, but rather the users.
Google has a lot of user information. Google knows which page people visit, so it knows what they’re interested in. So if you’re advertising yarn, it’s going to show you to people who have looked up and purchased yarn in the past. This is very powerful.
Facebook is similar. Facebook has access to extraordinarily large volumes of demographic information because it has key information about everyone on its site. It advertises to the people you choose.
Google Ads has a very good advertising statistics platform. You will be able to see who is clicking on your ads, what they’re doing when they click on your ads, whether your ads are improving, and if you need to further optimize your campaigns. Google Ads will show you some basic information, but as a marketer, you’re going to need to make decisions based on that data.
Often, marketers will run multiple campaigns at once targeted to the same demographics to see which ad performs the best. Marketers may also run multiple campaigns that are identical but targeted to different demographics, to see which demographics are most interested in products. Either way, what’s important is that marketers will be testing in a live environment and will be able to see which strategies are most successful.
Without this marketing data, it’s largely impossible for a marketer to determine whether they’re doing the right thing.
While the Ads Data Hub is a database for Google Ads, it doesn’t collect information outside of the Google Ads platform. Today, marketers could be using multiple online channels. They might even have multiple websites, social media accounts, and more. The Google Ads data is entirely siloed, disconnected from your other marketing efforts.
Understanding cross-channel performance requires not only that an ads database pull all campaign data into a single source, but that it translates all metrics into a common language.
What does that mean? Different channels are going to collect essentially the same information. But that information may not be called the same thing. It may also not be identical information. The data has to be sanitized so that comparisons between the data points can be drawn.
Without a comprehensive database, marketers often find themselves exporting information from all their marketing channels and consolidating them manually on something like a spreadsheet. While this does make it possible for marketers to analyze their data, it takes a long time. It also runs the risk that the marketer could potentially pull in the wrong information or make mistakes, which could send them down the wrong path.
Marketers need to have consolidated systems like Lumenad. A platform like Lumenad can bring information in from the Google Ads platform as well as a multitude of other platforms. Targeted toward paid advertising specifically, Lumenad brings brilliant reports to life and gives essential information to marketers.
The more automation that can be introduced into the process, the better. Marketers will be more effective the more effective their data is. And the more effective their data is, the better they will be able to fine-tune their advertising spend and grow their advertising campaigns.
Facebook Ads Data Hub
Is there a Facebook Ad Data Hub like there’s a Google Ads Data Hub?
Google has a version of this called the Facebook Ads Manager, but it’s a little different. The Facebook Ads Manager collects a lot more demographic information than Google. Plus, Facebook gives a lot more types of ads. Google generally restricts the type of ads you can post because they don’t want them to be that disruptive to the people seeing them — but Facebook lets you promote events, posts, and more.
You can collect pretty much every data point that Facebook has through the Facebook Ad Data Hub. But your options are limited; you can just export different reports, you can’t collect custom information. Still, it is very strong.
The issue with Facebook is still the same issue with Google. Facebook only collects Facebook information. Though it does link to Instagram as well. So, you’re going to be dealing with siloed information that doesn’t connect to information from other platforms.
Still, Facebook, like Google, is a superb source of data. You can connect to the Facebook “data hub” just like the Google “data hub” and bring information out into a third-party platform. In that third-party platform, you’ll be able to perform any analysis that you need. And you’ll be able to perform that analysis in attractive, easy-to-read visual reporting.
The strength of your marketing relies upon the strength and accuracy of your data. By leveraging the Facebook ads data hub and the Google ads data hub, you’ll be able to get the information that you need in the platform you need. You’ll even be able to see the interactions moving between Facebook, Google, and your website.
Ads Data Hub Interface
Whether you’re looking at the Google ads data hub interface or the Facebook ads manager interface, you’re still not getting a complete view of your cross-channel paid advertising campaign performance. And that’s a problem.
These campaigns do interact with each other, for one. The more paid advertising you do, the more people may be inclined to click on your Facebook ads — they already recognize your name and brand and are interested in learning more. Second, it’s hard to track metrics on multiple platforms.
When marketers can’t find the information that they need, it makes it very hard for them to make the right decisions regarding their marketing campaigns. They are going to find themselves spending too much time trying to analyze and organize their information and not enough time actually building out their marketing and advertising strategies.
By connecting data sources, translating metrics into a single language, and letting marketers organize their data in their own way, Lumenad offers a complete view of a marketer’s advertising data. Marketers are able to use Lumenad’s tools for analysis and reporting and will be able to more easily apply their findings.
Third-party solutions can bring in information from the ads data hub interface, so marketers are still able to leverage the robust information that the ads data hub provides. But services such as Lumenad can also allow marketers to swiftly, easily compare real-time dashboard data, so they’re always making the right decisions about their advertising campaigns.
Lumenad is an all-in-one paid advertising analysis solution. With Lumenad’s Advertising Intelligence, you can connect multiple channels and you’ll be able to ensure that the data can be easily compared. You can compare everything in a single, all-in-one dashboard — and reduce the amount of time it’s taking you to manage your marketing information.
Ultimately, marketers are going to need to make the advertising decisions that are right for them. The more information they have, the more accurate information they have, and the more accessible that information is, the easier marketers will find it to do their job — and, in turn, the more successful their strategies will be.