Advertising Cost Integration: Eulerian offers 3 tools to facilitate the integration of advertising spend data.
This involves integrating the costs associated with campaigns, ad groups, and individual ads of Eulerian clients' marketing campaigns, across different platforms, retroactively.
Calculation of Profitability Metrics: Once integrated, this data allows Eulerian platform users to benefit from key metrics such as ROI, cost per acquisition (CPA), and the overall effectiveness of marketing campaigns.
Comparative Analysis: Comparing costs between different platforms and campaigns helps understand the performance dynamics of a Eulerian client's media mix.
Native Connectors
What is a Native Spending Connector?
Its main function is to connect directly to the APIs (Application Programming Interfaces) of the main advertising platforms on the market, such as Meta (Facebook, Instagram), Google Ads, Bing Ads, Criteo, and others in order to retrieve advertising cost information.
How does it work?
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The Generic Connector (via csv)
What is a Generic Expense Connector?
The Native Connectors that we set up with the various advertising partners allow external data to be imported into the Eulerian platform without any formatting effort on the part of an Eulerian client.
However, if some partners do not have an API or a pre-established connector with our solution, it is still possible to import their data using our Generic Connector.
For a Eulerian client, this will involve providing a file that complies with the specifications described in this documentation and importing it via the generic Eulerian connector in order to automate its ingestion.
In case the Native Connectors and the Generic Connector do not cover your needs, a manual adspend configuration tool is available directly in the Eulerian platform.
How does it work?
Two configuration modes are available: Fixed Spend and Dynamic Spend
Fixed AdSpend
Name: Enter a name for the expense line (the same expense line can impact multiple campaigns)
Spend Amount / Business Model: Indicate the spend amount to allocate to one or more campaigns
Media dimension on which to apply expenses:
Support: Allows you to select an existing support.
The list of campaigns linked to this medium will appear so that you can apply a period, a distribution type, and an expenditure amount per campaign.
Campaigns: Allows you to select and apply your spending to a single campaign.
Sub-lever: Allows you to select an existing sub-lever.
The list of campaigns linked to this sub-lever will appear so that you can apply a period, a distribution type, and an expenditure amount per campaign.
Media Plan: Allows you to select an existing media plan.
The list of campaigns linked to this media plan will appear so you can apply a period, a distribution type, and a spending amount per campaign.
Date: Allows you to select the period over which spending will be applied to your campaigns.
Distribution type:
Automatic: linear distribution of the amount of expenditure over all displayed campaigns. Warning: this distribution method is recommended for integrating global expenditure at the level of the “support” dimension of your Eulerian platform, but will bias the reading of your acquisition costs at the level of the “Campaign” dimension.
Custom (recommended): You can enter your expenses, one by one, for each campaign displayed.
Dynamic AdSpend
Setting up dynamic expenses is the same as setting up fixed expenses, with two exceptions:
Business model:
You can select a business model that will allow Eulerian to calculate your advertising costs dynamically and in real time.
You will find the list of available economic models and the associated calculation:
Cost per click: Number of clicks divided by the value of the business model indicated in the configurator
Cost per thousand: Number of impressions divided by the value of the business model indicated in the configurator
% of the retrocession: % of retrocession on the amount of sales (based on the value indicated in the configurator)
Cost per sale: Unit cost for each sale, based on the amount indicated in the configurator
Real Cost per Sale: Unit cost for each actual sale (after deducting sales cancellations/validations), based on the amount indicated in the configurator
Cost per quote: Unit cost for each quote|lead, based on the amount indicated in the configurator
Real Quote Cost: Unit cost for each quote|lead (after deduction of quote|lead cancellations/validations), based on the amount indicated in the configurator
Cost per visit: Unit cost for each visit, based on the amount indicated in the configurator
Cost per revisit: Unit cost for each revisit, based on the amount indicated in the configurator
Add an end date: If you do not add an end date, then the economic model will be applied to your campaigns as long as they continue to deliver impressions, clicks, sales, quotes, etc.