Improved tracking of conversion attribution for several data sources
Background details: Several data sources will attribute a conversion to a person after they have experienced several impressions. Let’s say a person sees one of your ads, clicks on a banner, visits your site, and after several interactions, finally completes a purchase. Though the purchase may happen two weeks after the initial ad impression, many data sources will attribute this conversion to that original impression. Each data source defines a timeframe it will consider these two events to be related, that is: The initial impression and the conversion. This timeframe is called the Attribution Window. LinkedIn has a good article on this here.
What this update does: In TapClicks, there is a thing called the lookback period which is the number of days of historical data we collect from a data source during our daily fetches. For more details on fetching generally, take a look at this support article.
A problem arises when the lookback period in TapClicks is shorter than the Attribution Window for a given data source. To remedy this issue, TapClicks has developed a way to identify when this Attribution Window is in effect for your accounts and extend the lookback period to capture a sufficient amount of data. Because TapClicks is the largest connector of Marketing data, we’re making this update to each Data Source in phases. The first group of these data sources has been updated this release. These are the Data Sources that have been upgraded:
- Facebook Ads
- Google Ads & Clone feeds
- Microsoft Advertising (Bing Ads)
Sneak Peek: New User Interface!
The UX designers have been busy putting a new skin on TapClicks Reporting & Analytics and making some incredible updates to usability across the platform. We’re launching this in stages as we roll out new designs and functions in every major feature area. Speed is the name of the game: Find information faster, load dashboards quicker, and learn new features with incredible new support functions … and that is just the beginning.
Here’s a sneak peek of the upcoming changes available to you in phase one:
- Advanced Calculations … is incredible. In addition to the calculator functions you’re used to, the feature can now handle If/Then statements, text expressions, and more. This opens up some amazing opportunities for you to slice and dice your data like never before.
- New navigation … Features have been reorganized around common workflows
- Universal Search bar … now you’re only one click away from everything
- New in-app user guides … get started faster and connect with useful articles
- Improved data tables & filtering … filter and sort to generate insights faster
All new accounts will be provided the opportunity to try out “New TapClicks” which is an updated version of the user interface. It enhances both the speed and usability of the TapClicks platform. We hope you love it!
Data Source specific updates
Facebook Ads - New Data View: Dynamic Ad Fields
You now have access to a Data View for the Dynamic Creatives in Facebook Ads. With the addition of this data view you will be able to visualize and report on Dynamic Creatives for Facebook Ads. From the Facebook help center:
“Dynamic creative takes multiple ad components (such as images, videos, titles, descriptions and CTAs) and then optimizes them to deliver efficient results for each impression served. These help you create personalized creative variations for each person viewing your ad, with performance that scales.”
You can read more about this impressive capability at the Facebook help center here.
Facebook Ads - New Field in Campaigns, Ad Sets, Ads: Total Custom Conversions
If you use Facebook Campaigns, Ad Sets and Ads, you may want to check out the new field we’ve added called Total Custom Conversions. You can learn more about Custom Conversions in Facebook on their support site here. From that article, this is how they describe the use of Custom Conversions:
“Custom conversions let you create rules for events or URLs. When you create these rules, you can measure more specific customer actions. For example, you can filter all purchases to measure just purchases of women’s shoes over $40. You can also use custom conversions to optimize your ad delivery and reach people who are most likely to take the actions you care about.”
Try using Facebook Ads Custom Conversions in your calculations and visualizations today!
Updated Google Ad Manager connection
If you are using Google Ad Manager, the API connection has been updated from Version 201908 to Version 20191. This ensures the data flow from Google Ad Manager is the most accurate for your needs.
LocalIQ - New Data View: Display Report (Formerly Unified Display)
The Display Report Data View brings in performance metrics from LocalIQ through new API methods. This also replaces a legacy LocalIQ API method called Unified Display. if you have any dashboard widgets defined against the legacy data views, please migrate to the new data view at your earliest convenience. For details about the specific fields, take a look at your data profiles.
Why did we make this change? TapClicks is leveraging the most recent version of the LocalIQ API and exposing data more closely aligned to the LocalIQ User Interface (UI).
Simpli.fi - New Data View: Organization Pacing Report
Simpli.fi is a platform to help you scale your marketing operations, which is why we love them! They have solutions that make managing programmatic advertising easier. One of these features is called Pacing. From this nifty Simpli.fi glossary document they made available on their site, they describe their pacing data feature like this:
“Pacing refers to the rate at which a campaign spends money on bids throughout the day. With auto-pacing, the campaign tries to serve impressions evenly throughout the day. Simpli.fi’s pacing differs from the traditional budget pacing of a campaign.”
By enabling this Data View in TapClicks you will be able to visualize and report on the Pacing data from Simpli.fi in reports for their clients. Get the best of both worlds: Scaled marketing operations and scaled marketing insights with Simpli.fi and TapClicks together.
Simpli.fi - New Field added to multiple Data Views: Campaign Type
You now can use the “Campaign Type” field in several TapClicks Data Views:
- Geo Fencing
- Device Type
This article on the Simpli.fi site describes some of the most common Campaign Types they see being used in their platform: Campaign Types
Twitter Ads - Two new fields for Cards
You now have access to two additional fields in your Twitter Ads Data Source that help describe the Card:
- Card Name
- Card URL Landing Page
You will now be able to segment the data and visualize it for reporting at a more granular level. To learn more about Twitter Cards and other formats available to you through Twitter Ads, read up on the details here.
Yelp Ads: Allow multiple IDs to be connected at the same time
You now have the ability to add multiple Business IDs at the same time in Yelp Ads, separated by a comma. It will now be easier to connect various Businesses to Yelp Ads. For example, for a business with 50 locations, a single connection to Yelp Ads can now be added to TapClicks, instead of having to add 50 different connections.