The way individual advertising platforms label and define their metrics is wildly different. They’re most definitely biased toward making the platform look more successful than it really is at promoting your message.
A great example of this is Facebook and Google. Facebook’s ThruPlays and YouTube’s TrueView were both created to measure video views, but each measures those views differently. Meaning that when you try to determine how your campaign is performing across both platforms (or, which platform is seeing more success), it’s not a true comparison.
If you’re distributing a 30-second video ad, that causes some issues for cross-platform campaign analysis. Add in any in-stream video display ads, and you’ve got three different definitions of a video view within a single video initiative.
Try pulling “default” video reporting for these three platforms, and you’ll end up comparing three totally different metrics. This is all unless you have a single source of truth that pulls in data from all three platforms and automatically standardizes it.
This may seem like splitting hairs, but it can cause huge problems for your cross-channel campaigns. Remember, you’re spending thousands of dollars on these campaigns … it shouldn’t be this complicated to figure out what’s working and what’s not.
Advertising Intelligence connects your Facebook and Google advertising data sources, automatically ingests performance data, and transforms it to speak a single language. Reporting on your campaign performance is faster and more accurate, so you can be confident in your data and your ability to use your ad budget in the most strategic way possible.
If you need better insight about your paid ad strategy that relies solely on Facebook and Google, Advertising Intelligence can help you take control, get clarity on performance, and even begin branching out to other ad buying platforms that might also be big wins for your organization.