It should be taken into account that advertising through myTarget can only be launched from personal accounts. In 2022, agencies were moved to the unified advertising account VK Ads.
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Advertisements launched with the help of myTarget will be seen by users from Russia and the CIS countries. The audience size is about 95 million people. This is approximately 92% of all users representing the Russian-speaking part of the Internet.
The platform collects information about users from the services of the VK Group company, partners, such as the Magnit chain of stores, X5 Group, Aviasales, and the DMP (Data Management Platform) company. This data is then used to selectively display targeted advertising.
The company can add a special counter [email protected] to its Internet resource . It displays information about visitors and the actions they perform on the website. This information will be needed when setting up advertising. The company can set up the counter so that it collects information about the achievement of specific goals, for example, when registering on the website or making a purchase.
Many people mistakenly believe that conversion data in myTarget is necessary to determine the degree of effectiveness. In fact, this information is needed for traffic optimization. If a company sets up conversions correctly, the platform will show ads only to those users who are highly likely to perform a certain action.
At the stage of summing up the results of the advertising campaign, myTarget is usually not used. The fact is that this platform does not have sufficient functionality to change the attribution of the window. The attribution window is a time interval that occurs between the moment the user views the ad and the target action that he performs (for example, leaving a request on the website).
Campaign effectiveness is often calculated based on the last click: the user sees the ad, clicks on it, and performs the desired action, for example, leaves a request for a call back.
This option is often used in businesses where the user ponders the purchase for a long time. A striking example is the real estate sector. A person can choose a private house for many months. To track the associated conversion (whether the ad was used during interaction with the user), it is necessary to use the attribution window. As a rule, in niches with cheap goods or services, consumers make a purchase decision quite quickly, therefore, the attribution window in analytics can be omitted.
The attribution window allows you to add more conversions. Therefore, their number is usually tracked using Google Analytics or Yandex Metrica analytics services. To evaluate the campaign results, you will have to collect additional information about the number of conversions and traffic quality from web analytics systems. Information from the myTarget platform will not be enough.
