Why is the acquisition cost of my Meta campaigns higher on Eulerian than on my Business Manager? - Anglais

Solution

Marketing Mix Modeling
Attribution
Analytics
Activation

Module

Drive & Analyze
To plan
Enable
Data mining
Privacy Center

Problematic

Understanding the true cost of acquisition of your ad campaigns is crucial to assessing their true performance. A common sticking point arises when comparing acquisition costs measured by Meta (formerly Facebook) in its Business Manager to those measured by an attribution platform like Eulerian. The central issue stems from Meta’s status as a Self-Attributing Network (SAN), where the platform itself measures the performance of its own ads. This self-attribution tends to skew the results in favor of Meta, by taking 100% of conversions related to a click or impression in the user journey.With considerable reach, Meta often reports up to +80% post-impression conversions, increasing the acquisition cost performance advertised by Meta on the Business Manager.However, Meta does not account for marketing interactions across other channels in your media mix, resulting in a lack of conversion deduplication . In comparison, Eulerian aims to provide a more accurate and balanced measure of performance by considering all marketing touchpoints. How can these differences be interpreted to gain a more complete and accurate understanding of your campaign performance?

Objective

The goal of this Playbook is tomonitor and understand the acquisition cost differences observed between your Business Manager Meta and Eulerian . This involves analyzing differences in attribution methodologies, inherent biases in SANs, and the impact of not deduplicating conversions across different channels.

How Eulerian can help you

  • Omnichannel ROI measurement
  • Conversion Deduplication
  • Custom attribution model
  • Meta Post-View Measurement within Eulerian
  • Creation of a dedicated steering dashboard

Difficulty

Simple
Intermediate
Advance


Can we compare META campaign results between a deduplicated attribution model and a non-deduplicated attribution model?


No.

Using Eulerian's One for Each model, the gaps between Meta's performance as displayed by Meta on the one hand, and Meta's performance as displayed by Eulerian on the other hand could be reduced but can never be identical.

Eulerian counts a Meta click when the user arrives on the Client site.

Meta counts a click when clicking on its  facebook.com|instagram.com .

The click to landing page rate of Meta campaigns can vary between 70-90%.

The two platforms therefore do not measure campaign performance on the same signals, making comparison impossible.


Is it possible to access Meta conversion data in Eulerian, as it appears in Business Manager?


Yes.

The native Meta connector offered by Eulerian allows you to create widgets based on Meta data, not reprocessed by Eulerian's attribution algorithms.
(See:  Meta External Metrics  )