Measurement Comes in Many Forms
It Starts with the Pixel:
E-commerce Revenue and Profit:
For some businesses tracking ROI on Facebook and Instagram can be extremely simple. Matchnode set up the Facebook pixel for Print Syndicate, an e-commerce apparel client, to fire every time there is a purchase tracking every item sold, quantity and amount. This matches the exact dollar value of a sale resulting from an ad with the actual ad spend. The result is a simple ROAS (return on ad spend) to determine exactly which campaigns and creative are driving profitable sales. For example, a ROAS of 4 means $4 in revenue for every $1 in ad spend.
Cost per Lead & Estimated Revenue per Lead:
Some of our clients measure estimated lead cost and revenue per lead by the minute. We work with them to upload their internal revenue numbers to management platforms like Kenshoo to actively measure and optimize for profit all day long. This makes it extremely easy to match ROI with every Facebook Campaign, Adset, placement and piece of Creative.
Getting out of the Box :
Sometimes measuring a perfect ROI just isn’t possible. They might use a third party system to sell something like tickets to an event or link to a hotel reservation platform. Sometimes the conversion happens off-line. In cases like this Matchnode works continuously with clients to find out of the box solutions. Sometimes it involves contacting third-party platforms directly, sometimes its using techniques like promo codes. More and more often we are finding innovative solutions like tracking the number of people that interact with an ad and then log in to a location’s Wi-Fi system. Sometimes we take advantage of Facebook’s Offline Tracking API to upload POS data back to Facebook.
The bottom line is that Matchnode is focused on working with our partners to drive profit, not run up ad spend.
Our 2020 Mission
Match 2 million people with a product or service that helps improve their lives by October 2020.
- Since 2013 Matchnode has driven over 1,100,000 conversions for our clients
- We don’t reveal specifics of our clients’ financials, but we profitably manage well over $10 million in annual ad spend
"Matchnode has been an invaluable partner helping us profitably scale Facebook campaigns for several emerging products."