This article aims to provide merchants with a detailed introduction and usage instructions for Smart Ads data analysis and on-site attribution feature. Through this article, you will understand the powerful data analysis tools and on-site attribution feature provided by Smart Ads, assisting you in comprehending the effectiveness of advertising campaigns and customer conversion pathways.
In This Article
- Background Introduction
- On-site Attribution Feature Introduction
- Explanation of On-site Attribution Data Metrics
Background Introduction
Smart Ads on-site attribution is designed to assist advertisers in resolving the attribution of customer conversions. Advertisers need to accurately grasp every layer of data in the advertising conversion funnel to make more precise marketing analysis and advertising optimization decisions. However, due to the privacy policy upgrades of the iOS system, tracking Facebook advertising data has become more challenging. You may often encounter discrepancies between the number of orders from Facebook advertisements and those recorded in your store.
To address this issue, Smart Ads has introduced the on-site attribution feature. Relying on an on-site attribution model, it attributes advertising based on the in-site behavior of advertisements and customers, covering the complete conversion funnel, and restoring the most accurate Return on Ad Spend (ROAS). This helps you deeply understand the customer journey, providing high-quality data for measuring advertising quality, optimizing advertising strategies, customer acquisition channels, and customer retention.
| Note: Currently, the on-site attribution service is only available for ads created by Smart Ads and does not support on-site attribution for ads that are not created within the system. |
On-Site Attribution Feature Introduction
Custom Advertisement Reports
Smart Ads offers multi-dimensional data statistics, detailed down to the Ads level. Go to Smart Ads, click the Campaign tab in the top navigation. You can analyze data from three dimensions: Campaign/Ad Set/Ads.
Click the Customize Columns button on the upper right, and you'll see 23 advertisement metrics to choose from. Currently, there are two types of data metrics available for selection in the system:
- Facebook Platform Data (Channel): This part consists of real-time Facebook platform advertisement data pulled by the system, exhibiting metrics like purchases, add to cart, etc.
- Smart Ads Attribution Data (On-Site): This part is tracked and calculated by Smart Ads on-site attribution model, exhibiting metrics. For example, purchases (on-site attribution).
| Note: It is recommended to set the report time zone in the system settings to match the time zone of the target region for better assessment of advertisement performance. |
Advertisement Report Export
On the Campaign page, by clicking the Export Report button on the right side of the page, you can choose from the following report templates:
- Summary Report
- Daily Report
- Order Attribution Report by Day
Explanation of On-Site Attribution Data Metrics
- Revenue: Income generated by the advertising entities (Campaign/Ad Set/Ads).
- Final Order Revenue (On-Site Attribution): The net revenue generated by the advertising entities (Campaign/Ad Set/Ads), after excluding the amounts from canceled orders and refunds.
- Purchases: The number of purchase events generated by the advertising entities (Campaign/Ad Set/Ads) as pulled in real-time by Smart Ads from Facebook.
- Purchases (On-Site Attribution): The purchases generated by the advertising entities (Campaign/Ad Set/Ads) as tracked and recorded by the system based on the attribution model.
For example, a new store utilizing Facebook ads for traffic driving might generate a total of nine orders, while Facebook Ads Manager may only count seven (i.e. exhibiting seven orders). In this case, the Purchase Volume (On-site Attribution) would be displayed as 9, reflecting the complete tracking of purchases through the on-site attribution model.
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