Rockerbox vs. in-platform performance

Rockerbox provides you a de-duplicated view of performance, allowing you to understand the true efficiency of each channel. This means that the CPAs you see in Rockerbox will be higher than what you see in-platform (Facebook, Google) - this is expected!


Rockerbox is looking at a holistic view of your marketing - identifying all the touchpoints a user had before converting (across digital, offline, paid, & organic channels). While what you see in-platform is an insular view of the performance of only that channel.

What does de-duplication mean?

Through the tracking applied to each of your marketing channels - (see Rockerbox Tracking by Vendor for more details) - Rockerbox is tracking every single touchpoint against every user that converts. In doing so, we are building out the user's path to conversion.


Once Rockerbox builds out the user's path to conversion, credit is assigned to each touchpoint based on the model you have applied i.e. (first touch, last touch, even weight, and multi-touch).


Meanwhile, each vendor (i.e. Google, Facebook, etc.) only looks at their own data. For example, if a user had 5 different touchpoints and just one of those was Facebook, Facebook would only see the touchpoint the user had with the Facebook ad. Facebook would then take 100% of the credit for that conversion.


How de-duplication works in Rockerbox - an example

Let's look at an example - you have a user with the following path to conversion:


*Now let's look at how the credit distributed in Rockerbox changes by attribution model applied:

Attribution model

Touchpoint

Credit distributed

First touch

Non-branded Search

1.0

First touch

Facebook retargeting

0

First touch

Organic Search

0

Last touch

Non-branded Search

0

Last touch

Facebook retargeting

0

Last touch

Organic Search

1.0

Even Weight

Non-branded Search

0.33

Even Weight

Facebook retargeting

0.33

Even Weight

Organic Search

0.33

Multi-touch

Non-branded Search

Unique weight based on impact in driving user to convert

Multi-touch

Facebook retargeting

Unique weight based on impact in driving user to convert

Multi-touch

Organic Search

Unique weight based on impact in driving user to convert


Now, for this example, what would each platform report?

Platform

Touchpoint

Credit distributed

Facebook

Non-branded Search

0 - only tracking FB activity

Facebook

Facebook retargeting

1.0

Facebook

Organic Search

0 - only tracking FB activity

Google

Non-branded Search

1.0

Google

Facebook retargeting

0 - only tracking Google activity

Google

Organic Search

0 - only tracking paid Google activity


Did this page help you?