Seeing Performance and Optimizing on Channel and Placement Level

Understanding your marketing performance at the channel, tactic, and placement level is one of the primary use cases you can leverage Rockerbox for.

Rockerbox CPA will almost always be higher than what you are seeing in each individual platform (i.e. Facebook, Google). This is because Rockerbox deduplicates conversions, reconciling back to your internal source of truth.

This provides the foundation to understand the true performance of each marketing touchpoint, regardless of funnel position, through leveraging a multi-touch attribution model and seeing user path to conversion.


Priority Questions to Answer

  1. How to use de-duplicated and weighted CPA/ROAS to enable greater in-channel optimizations and overall channel/vendor budgeting

  2. What placements are being under vs over-invested in when going from last-touch to multi-touch?


1. Understanding performance at the channel/tactic/placement level

Rockerbox provides a holistic view of your marketing activity across digital, offline, paid, and organic channels, working to increase the conversions attributed back to marketing.

This enables a true view of marketing performance (de-duplicated CPA/ROAS) and visibility into user behavior (path and time to conversion).

This will allow you to identify true efficiency by channel/placement/tactic and optimize spend and rate accordingly.

Use Case

To identify true efficiency by channel/placement/tactic and optimize spend and rate accordingly

What You Need to See

Weighted CPA By Channel/Placement/Tactic

UI View to Utilize

Analytics → Reports → Attribution Report

Report to Utilize

Buckets Breakdown report - find schema and definitions here


How to set up your view in the UI

  1. Go to Analytics - Reports

  2. Look at the channel, tactic, or placement level to identify true efficiency


2. Tactical Optimization: Which placements are being under vs. over invested in?

This will allow you to understand which channels/placements/tactics benefit the most from MTA and identify how placement and tactic level spend and rate should be modified accordingly.

This frequently overrides the in-platform optimizations which are only tracking that platform's ad activity. For example, Facebook.


Use Case

To identify line items where you have been over or under spending based on multi-touch vs last-touch CPA

What You Need to See

Multi-Touch CPA and Last Touch CPA by Placement/Line Item

UI View to Utilize

Analytics → Reports → Report Comparison

Report to Utilize

Buckets Breakdown report - find schema and definitions here


How to set up your view in the UI

  1. Go to Analytics - Reports

  2. Select Report Comparison View instead of Attribution Report (the default)

  3. Select what metric you want to compare i.e. CPA

  4. Select the channel you want to view and apply filters


How to read this data once you have the UI setup

Example 1: Multi-touch CPA is LOWER than last-touch CPA: indicates an opportunity to increase bids or allocate more budget. Shows impact of this line item in driving users down funnel that will not be indicated in platform data (i.e. facebook, google).

Example 2: Multi-touch CPA is HIGHER than last-touch CPA: If you are still within your performance goal in platform leave spend as is and continue to monitor performance. If you are NOT within your Facebook performance goal consider reallocating spend to another better performing line item.


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