Cervinodata brings the advertising campaign performance metrics of multiple ad platforms together in one data set. This allows you to report on (for instance) the total ad spend from campaigns from Facebook Ads and Google Ads together, without having to blend data in Google Data Studio, Klipfolio or Google BigQuery.
Cervinodata has blended the following metrics from all available ad platforms together:
- Conversions (Facebook Ads & Snapchat Ads have specific definitions, see below)
- Media cost
- Revenue (This is the platform revenue as reported by the ad platforms, not by Google Analytics. See the definition below).
Not all metrics have been blended
To keep things as easy as possible to understand, Cervinodata has focused on blending only the most commonly used metrics. Recently, revenue has been added, based on high demand from our customers.
The plan is to blend more, commonly used and easy to interpret metrics, so if you have any suggestions, send your input to firstname.lastname@example.org
Blended metrics: Conversions
Each ad platform has a default "conversion" metric. But most ad platforms offer a wide variety of other metrics that can be set as the target metric for your performance. Based on the feedback of many of our users, taking only the default conversion metric into account when combining conversions from multiple platforms was not sufficient.
For that reason, we have created a wider definition of "conversions" when reporting on the cross-platform conversion metric.
The cross-platform conversion metric is based on these definitions
In our cross-platform reports, a "conversion" is defined as the sum of the following platform specific conversions:
- Website Adds to Cart ('Toevoegingen aan winkelwagentje op website' in Dutch)
- Website Checkouts Initiated ('Gestarte betalingen op website' in Dutch)
- Website Purchases ('Aankopen op website' in Dutch)
- Website Leads ('Websiteleads' in Dutch)
- Website Registrations Completed ('Voltooide websiteregistraties' in Dutch)
Also check out this support article to learn more about the Facebook Ads metrics definition
- Purchases Total
- Sign Ups
- Site Visits
The Twitter Ads conversion types listed above are all web conversions.
All other platforms
- For the other platforms, the default "Conversion" metric is used
Blended metrics: Revenue
Revenue as defined by the ad platforms is only available for Google Ads, Facebook Ads and Bing Ads. They are defined as follows:
Google Ads: Total conversion value
Facebook Ads: action_values.offsite_conversion.fb_pixel_purchase
Bing Ads: Revenue
For the other ad platforms you can use Campaign grouping to blend ad platform performance with revenue from Google Analytics using UTM campaigns. See how you can create a campaign group here. With Campaign grouping you can simply select one or more campaigns from an ad platform and select specific UTM campaigns from Google Analytics to connect the dots between media spend and e-commerce revenue.