Setting a de-duplicated Performance target in Rockerbox
As you begin making in-channel optimizations and shifting spend based on Rockerbox's de-duplicated CPA/ROAS, it will be important to determine your de-duplicated performance goal.
Your Rockerbox CPA/ROAS target should be different from what you optimize to in-platform because of de-duplication. Because each platform (i.e. google, facebook) will take full credit for every user that has a touchpoint with that platform - meaning your CPAs will be lower in platform than in Rockerbox (this is expected!)
The end result will be two CPA/ROAS targets by channel/tactic:
- In-platform goal
- Rockerbox de-duplicated goal
For example, for Facebook - you may have a de-duplicated ROAS goal of >1 while in platform you are optimizing against a goal of 2.
To that, see below for a video and step-by-step instructions on how to determine this target
1. Select your time frame
This should ideally be a time frame without significant changes to your marketing mix or performance swings due to seasonality
- Choose at least 30 days. Can also look over a quarter for a longer time frame
2. Choose a specific channel and/or tactic
- You may want to break out your targets by both channel and tactic
- I.e. FB prospecting vs. FB retargeting
3. Identify CPA/ROAS overtime period for a given channel or tactic
This is your baseline de-duplicated performance
4. Begin optimizing against de-duplicated baseline performance
- You can adjust this target based on your goals
- For example, are you focused on driving revenue or driving growth?
- If focused on driving growth - you might be more tolerant of a higher CPA target in Rockerbox