One of the core values of the Matchnode team is strategic growth. That applies both to our agency as well as our partners and clients. The first step in that process is usually establishing KPI’s and measurement that ultimately drive ROI. In our work on Facebook that takes a few different forms.
All of the various forms of measurement require the proper installation of the Facebook Pixel to enable Facebook Analytics. This can usually be done in just a few minutes and unlocks various advanced features in targeting and tracking.
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.
Some clients aren’t traditional e-commerce companies yet still maintain a strict profit and loss measurement by measuring Cost per Lead and Revenue per Lead. This takes a little more work than simply setting up the Facebook Pixel properly but is still effective.
A lot of businesses have a threshold for lead cost and generally know at what percentage that lead will turn into a customer, and what a customer is worth (LTV).
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.
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.
Match 2 million people with a product or service that helps improve their lives by October 2020.
"Matchnode has been an invaluable partner helping us profitably scale Facebook campaigns for several emerging products."
