Solution

Marketing Mix Modeling

Attribution

Analytics

Activation

Module

Problematic

Post-view helps assess the indirect impact of ads . This means that it helps understand how an ad influenced a user’s behavior after seeing it, without necessarily clicking on it. For example, a user may see an ad for a product, not click on the ad, but later search for the product and make a purchase.

While post-click analyzes ad effectiveness based on direct clicks and resulting actions (like a purchase or sign-up), post-view recognizes that mere exposure to an ad can also lead to conversions . Together, post-click and post-view provide a more comprehensive view of ad campaign performance.

Post-view is particularly useful for campaigns focused on increasing brand awareness and recognition.

Even if the user doesn't convert immediately after seeing an ad, repeat exposure can build brand recognition, which can translate into long-term conversions.

Objective

The objective of this Playbook is to support the Eulerian Client in setting up the META META print connector in order to leverage advertising impressions from Facebook and Instagram campaigns within acquisition journeys.

Difficulty

Simple

Intermediate

Advance

How to configure Meta MTA connector?

See documentation: ⁠⁠How to configure the Meta MTA connector?⁠

In which reports is my Meta MTA impression data available?

Meta impressions data is available in different reports:

- MTA report (multi-touch attribution)

- Media Paths (customer journey)

- Device paths (customer journey)

- Bias analysis (customer journey)

- Number of keys (customer journey)

- Assisted vs. Assigned (customer journey)

- Duration (customer journey)

- Media exclusivity (customer journey)

- Device exclusivity (customer journey)

- Velocity (customer journey)