Introduction
In a digital era where every click, impression, and conversion counts, eCommerce brands face the complex challenge of maximizing their marketing ad performance. In order to effectively maximize marketing performance, brands need to:
- Understand the impact of each marketing channel
- Optimise their digital ad spend based on channel and campaign performance
As consumer behavior and privacy regulations evolve, traditional marketing tools often fall short in providing the accuracy of data needed for effective decision-making. This is where Polar Analytics steps in, offering a suite of advanced solutions designed to help eCommerce brands thrive in a highly competitive digital marketing landscape.
Chapter 1: The problem with ad platform reporting
The digital marketing landscape is facing a significant shift with the phasing out of third-party cookies, the growing use of ad blockers, and privacy-centric updates since iOS14.
These changes lead ad platforms to inaccurate reporting and inefficient targeting. This is due to:
- Overlapping Attribution: Multiple ad platforms may claim credit for the same conversion. Their attribution models over-report ****when customers interact with ads from multiple ad platforms along their journey. This leads to inflated performance metrics and difficulty in understanding the true effectiveness of each channel.
- Missing data: Ad platforms heavily rely on third-party cookies to collect customer and conversion data, which are increasingly blocked or restricted by modern browsers and privacy regulations. Ad platforms are left with incomplete or skewed data
- Limited Cross-Channel Insights: Ad platforms typically offer insights into their specific channels, missing the bigger picture of how various channels work together to drive conversions.
- Lack of Cross-device and cross-session tracking: Many ad platforms struggle to track user interactions across multiple devices and sessions, leading to fragmented customer journey insights.
- Inconsistencies in Data Reporting: Different ad platforms may use varying methodologies for tracking and reporting, causing discrepancies in data interpretation and making it hard for brands to compare performance across platforms.