Advertising Data Standardization
Worksheet and Guide
If you’re here, it’s because you likely struggle with the day-to-day challenge of pulling together, understanding, and acting on the data provided to you from different advertising platforms.
Lumenad believes in Advertising Intelligence. Regardless of whether it’s a manual process or within the Lumenad platform, we believe that clean, organized data is the foundation to making better decisions regarding paid advertising.
To help support those in our field, we’ve built a worksheet that unifies naming conventions and equalizes performance measurements (based on industry best practices) so that you can evaluate advertising data in a one-to-one environment!
Data Standardization Worksheet
One of the toughest obstacles facing paid advertisers is data standardization. You’ve got dozens of advertising data sets and yet none of them are completely comparable or tell you what you need to know. What is a Facebook “view” versus a Google “view” … if they’re not actually measuring the same thing, how can we group their data together and measure overarching performance?
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.
Get Started in 2 Easy Steps:
Pick a date range that you’d like to compare data, assuring the same date range when building all of your reports.
Download a campaign-level report for your desired date range with the following metrics, broken out by day:
As soon as data is pasted into each sheet, campaigns are automatically standardized so they are comparable and speaking the same language. Though the sample sheet only does the highest level, the three hierarchical items in Lumenad are:
- Primary Media Data (Campaigns)
- Ad Group (Ad sets, Ad Groups)
- Creative (Ads, Keywords)
Blended Metric Definitions:
The number of times an ad displayed.
Complete Views @ 25%
Complete Views @ 50%
Complete Views @ 75%
Complete Views @ 100%
|Cost per Completed View @ 25%
The ratio of total spent to 25% complete views.
Cost per Completed View @ 50%
Cost per Completed View @ 75%
Cost per Completed View @ 100%
Video Completion Rate @ 25%
Video Completion Rate @ 50%
Video Completion Rate @ 75%
Video Completion Rate @ 100%
Understanding Data Organization
If data standardization is a “science,” then we like to think of data organization as an “art.” Being advertising intelligent means you have the flexibility and power to organize your data in ways that make sense for YOUR campaign strategy and goals.
Organize Data Your Own Way
In Lumenad, data organization is all done through WYSIWYG user interfaces. Out-of-the box, our interface allows you to see data “sliced and diced” in many different ways—by campaign structure, your audiences, platforms, goals, etc.
Let’s talk about data organization within this worksheet. With our data standardized and speaking the same language, we now need to organize it. This worksheet will allow you to add additional columns to your All Channels view for meaningful data segments like Funnel or Audience and use the Pivot Table function to look at the data in ways that are meaningful to you.
Lumenad’s Organization Tool
Pivot tables and spreadsheets aren’t everyone’s cup of tea. If you’re looking for an easier (and more efficient) solution consider Lumenad’s organization tools:
Use Lumenad Dimensions to segment your data any way that matters to you—it’s flexible enough to unveil both the big picture and the worms-eye view.
Use Lumenad Events to illustrate both the individual and collective success of event-tracking strategies. Once a tracking pixel has been placed, Events will begin to auto populate in Lumenad everytime it fires. Blend individual events together with unified categories. Analyze associated revenue, ROI, ROAS, and CPA metrics.
Connect for more!
We did our best to create an Advertising Intelligence worksheet to help you understand your campaign data across all your paid ad platforms. Remember, we couldn’t squeeze everything into an Excel Sheet.
Missing from this sample worksheet are 70+ standardized metrics that Lumenad provides across additional channels, the ability to modify your data across channels (and apply custom dimensions), the ability to easily illustrate data and performance as it makes sense to stakeholders … not to mention all of this at scale.