Reporting & Analysis
19.08.2022
TLDR
Airboxr's multi-source Marketing KPI Report streamlines marketing campaign analysis across platforms like Google Ads, Facebook Ads, and TikTok Ads into a single spreadsheet, emphasizing revenue analytics and purchase conversions. This consolidated report simplifies tracking key metrics like Transactions Per Session, CPC & CTR, Conversion Rate, Total Revenue, and ROAS (Return on Ad Spend). By standardizing data from different sources, Airboxr enables cross-platform analysis, providing valuable insights into marketing effectiveness without the hassle of comparing individual ad platform reports.
When running several marketing campaigns on different ad platforms (e.g. Google Ads, Facebook Ads, TikTok Ads), trying to compare effectiveness across all the platforms can be the most frustrating thing. That's why, we built a multi-source Marketing KPI Report which gives you an overview of all your ad platforms, in one spreadsheet with a single click.
This report focuses on revenue analytics, which means that whenever we talk about conversions, we refer to purchase conversions. This helps you keep track of your marketing efforts specifically in relation to revenue data.
What data does the D2C KPIs report contain?
The Marketing KPI Report gives you campaign performance data from the following sources:
Google Analytics (for an overview of traffic to your store)
Shopify (for an overview of sales on your store)
Google Ads
Google Search Ads
Google Discovery Ads
Google Video Ads
Google Shopping Ads
Google Performance Max Ads
Google Display Ads
Facebook Ads
TikTok Ads
Note: Not all these data sources will show on your dashboard, if you are not actively running any ads on them or if you have not connected them to Airboxr
Where is the data coming from?
Most of the data comes directly from each of the relevant sources. Airboxr standardizes the data, and does any additional calculations required to provide the necessary metrics. You can also find the data from right within each of these sources - most of these are available from either the dashboard or reports pages.
For Google Ads data, you can go to Reports > Predefined reports (Dimensions) > Basic > Campaign, then filter the results by Campaign Type (e.g. Search, Discovery).
For Facebook Ads, you’ll see the data under Ads Manager > Campaigns (look at the total data instead of by campaign).
For TikTok Ads, the data is available on your TikTok Ads Manager > Dashboard, or Business Center > Overview.
What does the data mean?
While most of the metrics are self explanatory, there are a few which are less obvious. In this blog post we’ll deep dive into these particular metrics:
Transactions Per Session
CPC & CTR
Conversion Rate
Total Revenue & ROAS
Search Impression Share & Search Absolute Top Impression Share
Google Analytics: Transactions Per Session
This is pulled from the Google Analytics API. It gives the average number of transactions in a session.
Facebook Ads: CPC & CTR
There are two types of CPC data shown in Facebook Business Manager - CPC (all) and CPC (cost per link click). Airboxr displays the latter, which only counts clicks to destinations specified by your ad. It doesn’t include clicks to like the post, react, share, expand media etc which is counted under the former.
In the same way, Airboxr shows your CTR (link click-through rate), not CTR (all).
E-Commerce Conversion Rate
This metric shows under Google Ads, Facebook Ads and TikTok Ads.
For all Google Ads - the e-commerce conversion is calculated by dividing Purchase Conversion by Interactions.
What are interactions in Google Ads? An interaction is the main user action associated with an ad format - clicks for text and shopping ads, views for video ads, and so on.
What are conversions in Google Ads? Conversions are counted when a user interacts with your ad, and then takes an action that you’ve defined as valuable to your business, such as an online purchase. Since this report is meant for D2C businesses, Airboxr only counts purchase conversions.
To be able to use this metric, you have to set up conversion actions when setting up your Google Ads account. Here’s how to set up conversion actions in Google Ads.
For Google Shopping Ads, you need to have set up Google Channel to sync your product info to your Google merchant center (which is where Google Shopping Ads pulls data from). Here’s how to set up the Google Channel.
For Facebook Ads - the conversion rate is calculated by taking total purchases made from ads divided by link clicks.
For TikTok Ads - the conversion rate comes from the percentage of complete payment events out of all click events on your ads.
Improve your DTC game. Sign up for weekly tips.
Total Revenue & ROAS
These metrics show under Google Ads, Facebook Ads and TikTok Ads.
For Google Ads - Total Revenue comes from purchase conversion value, namely the dollar value of a purchase which started from a conversion from one of your ads.
What is conversion value in Google Ads? It refers to the value which is being attributed to a conversion action on your website.
For e-commerce stores, we highly recommend setting up transaction-specific conversion tracking in your Google Ads account, so that the conversion value of any given conversion will be taken directly from the value of the products purchased by a customer on your website. Here’s how to set up transaction-specific conversion tracking in Google Ads.
In all of the Google Ads, ROAS is calculated on our end by dividing purchase conversion value by cost of ad spend.
For Facebook Ads - Total revenue comes from purchase conversion value as tracked by Facebook.
Note that in some cases, such as results reported for iOS 14 campaigns, this metric may be estimated or may not be calculated.
To get this metric, you need to have set up a purchase conversion objective on your ad campaign. You also need to have a Facebook Pixel installed on your website. Read more about the conversions objective on Facebook Ads.
ROAS comes from the return on ad spend in relation to purchase actions, obtained directly from the Facebook API.
For TikTok Ads - Total revenue comes from total complete payment events as tracked by TikTok.
To get this metric, you need to have set up a purchase conversion objective on your ad campaign. You must also use a TikTok Pixel to run a conversion campaign. Read more about the conversions objective on TikTok Ads.
ROAS comes from the total return on ad spend from complete payment events that are attributed to your TikTok ads. This is pulled from the TikTok API.
Google Search Ads: Search Impression Share & Search Absolute Top Impression Share
“Impression share” is the number of impressions you received divided by the estimated number of impressions you were eligible to receive. For example, if your keyword “baby bottle” received 500,000 impressions and you only got 50,000 of them, then your search impression share is 10%.
Search absolute top impression rate is the percentage of your impressions that are shown as the very first ad above the organic search results. For example, if out of 500,000 impressions for “baby bottle” 5,000 of them were the absolute top result, then your search absolute top impression share is 1%.
Eligibility is based on your current ads' targeting settings, approval statuses, bids and quality scores. This number is updated once a day.
You can use this metric to see whether changes in performance are due to changes in your ad's location.
Conclusion
Having a quick overview of all your marketing efforts across multiple platforms is a dream come true for many D2C brands. This dashboard will soon become your go-to Hop for cross-platform marketing and revenue analysis.
