Comparing Platform-Reported Performance to Rockerbox De-duplicated Performance
Rockerbox conversion reporting differs from platform-reported performance in a few key ways.
- Full credit vs de-duplicated credit when overlapping channels exist
- Different attribution windows
- Different tracking methodologies and types of touchpoints tracked for walled gardens
Knowing that reporting will differ across your various sources, here's how to use these differences to your advantage in more effectively optimizing and budgeting across channels.
1. True performance of upper funnel tactics
Platform limitation: platforms often apply a more limited lookback window in their attribution reporting due to the shorter lifespan of the platform's cookies. This can cause a loss in visibility into true performance of top of funnel channels where the user's average time to convert is longer than what the platform is able to track.
Rockerbox solution: Rockerbox in many cases applies a broader lookback window, enabled by our use of first party cookies. This allows you to see conversions for top of funnel activity when users have a longer time to conversion.
How to act on the variances: if Rockerbox first-party performance is stronger than in-platform reporting, consider scaling the channel. It's likely performing stronger than it's credited for in in-platform reporting.
2. Tactical optimizations comparing in-platform vs Rockerbox performance
Platform limitation: take full credit for driving a conversion if they had any role in the path to conversion
Rockerbox solution: Rockerbox de-duplicates conversions based on various attribution types to ensure only 1 conversion is counted per order.
How to act on the variance: if performance is poor in Rockerbox or is not hitting your de-duplicated performance benchmarks, also consider if the placement is hitting your in-platform benchmark. If not, there may be an opportunity to decrease bids or budget.
3. Setting baseline performance for walled gardens
Platform-enforced limitations: some advertising platforms are walled gardens that limit what 3rd party tools like Rockerbox are able to track - most notably view-based touchpoints. Because only click-based touchpoints are tracked in Rockerbox,
- conversion volume might look lower in Rockerbox than in-platform
- as a result performance might look lower in Rockerbox than in-platform
Commonly impacted channels: Youtube, TikTok, Snapchat
How to act on the variance: for walled garden platforms, seeing a side-by-side of Rockerbox first party (click only) performance and in-platform (click + view) performance can help you set your de-duplicated conversion benchmark. It answers "when I see X CPA in Snapchat, what CPA target should I set in Rockerbox?"