Transformation and conversion KPIs (lead, budget, basket, sales)
Note Bene: We have developed a platform for monitoring email and SMS campaigns. Basically, for each campaign we run, we know in real time the volume of unique clicks generated and the budget spent. In reality, it is much more complex, but since we have other things to tell you, let's focus on our topic.
Today, between the clicks generated through our campaigns and the investors email lists sessions received on-site, we see a loss of between 30-60% across all our advertisers . These figures potentially represent as many unidentified conversions. This makes tracking the profitability of a campaign VERY complicated. For the same expenditure, an advertiser can record 50% fewer sales or contacts .
A campaign's conversion or transformation rates may not meet its objectives, when in fact it is performing well. How can you continue to analyze your KPIs after reading all this?
You could apply a ratio based on the estimated cookie acceptance rate on your site. But ratios involve approximate data, and we don't like approximate data at Adventure.
Our technical teams then looked for the best solution and developed an easy-to-implement module that allows for the attribution of total sales . This solution is 100% compliant with the requirements of ePrivacy, GDPR, CNIL and other acronyms that sometimes scare people in our sector. We call it "S2S Tracking ".
S2S Tracking
Sounds like a great name for a module, right? Translated, it's a server-to-server tracking system that eliminates the need to place cookies on the Internet user's device by identifying the partner that distributes the campaign, in this case us.
It works a bit like billiards with several cushions, where everyone wins:
As you can see, our method allows you to avoid the storm.
With S2S tracking, you can track and attribute conversions from email acquisition campaigns, without ever transmitting any personal information about the prospect.
