Innovative view attribution uncovers the real impact of platforms like Pinterest
In a pioneering pilot project, Pinterest and Exactag have tested an innovative approach that challenges traditional modeling approaches and emphasizes the importance of considering every form of engagement, especially non-click interactions such as views.
Introducing Exactag's pioneering "Full View Impact Modeler"
In today’s digital marketing world, accurately measuring the impact of upper-funnel and awareness strategies, especially on visually-focused platforms like Pinterest, poses a unique challenge for brands.
- Traditional metrics that focus on click-based attribution do not take into account the significant impact of less click-focused content. This oversight is especially critical for brands where visual engagement is crucial in driving consumer behavior.
- Many modeling and testing approaches do not allow advertisers to analyze on a granular level and report on short notice.
- Some publisher solutions for view measurement lead to biased results as their methods have been designed for their own channels and not for neutral comparison of channels and publishers.
Recognizing these gaps, Exactag sought to enhance the measurement capabilities of its platform to provide a more comprehensive view of how visual engagement translates into conversions by introducing the innovative feature “Full View Impact Modeler”, which allows for measuring views even in a cookieless era.
Testing the new feature in pilot projects with leading brands
Following the development of its new feature, Exactag started an intensive pilot phase to test the feature in daily operations and gather feedback from advertisers, agencies, and publishers.
A diverse range of retail brands participated in the pilot project, particularly those utilizing social media platforms as a key marketing channel. Among publishers, Pinterest played a very proactive role in this phase, contributing insightful feedback and additional aggregated data to assess the measurement approach.
Learnings and results from the pilot project
The pilot project demonstrated compelling outcomes, underscoring the limitation of relying solely on traditional measurement approaches.
- A significant learning refers to the visually-focussed platform such as Pinterest. Compared to click-based attribution Pinterest’s results increased on average by 67%. That means that Pinterest views lead to a rise of attributed conversions by 67% on the publisher level. Within the pilot, Pinterest outperformed other platforms in achieving higher conversion uplifts through Full View Impact, showcasing its effectiveness as a visual engagement channel. (Source: Exactag internal data, DE, 2022-2023)
- Long-term Brand lift test basically matched and confirmed first insights generated from Exactag’s analysis.
- Results on campaign-level and publisher-level revealed clear performance differences allowing advertisers to shift and optimize budgets.
Meanwhile, more than 15 Exactag and Pinterest mutual customers have launched Full View Impact, more than 35 brands integrated the new algorithm to their measurement framework.
The underlying method of the "Full View Impact Modeler"
The new feature is based on the Bayesian Structural Time Series (BSTS) method. BSTS emphasizes incrementality and causality, which are critical for identifying the actual impact of ad impressions on a time series of user actions. The chosen configuration comes with even more benefits, i.e.:
- Adstock effects are taken into account, which means considering a potential delay between ad impressions and user actions.
- The impact is modeled individually for each campaign and considers that views of one campaign might have different impacts on different user actions in different channels.
As the new feature works as an integrated part of the Exactag platform, users receive a single and integrated view of data and results. Nevertheless, users can differentiate results by clicks and views and split results by all relevant dimensions, from campaign to publisher and channel. Thus, the new approach allows for more granular and short-term reporting, providing marketers with more insights than typical models or tests.
Future implications
Reflecting on the pilot project, we want to put the focus on the implications:
- The tested approach serves as a wake-up call for advertisers to abandon outdated or siloed measurement approaches.
- View modeling is a perfect way to quantify impacts advertisers could only model with delay in lift studies.
- Even in our cookieless era, our specialized algorithms can extract valuable insights from today’s view data, while partnerships between publishers and measurement partners guarantee data quality and effective feature development.
The conducted project offers a blueprint for the future, where every facet of consumer engagement is measured, understood, and valued, from clicks to views.
With measurement challenges escalating due to privacy regulations and technical limitations, impeding a unified view of advertising effects, we recommend that advertisers start building their ‘Measurement System of Truth.’
The Exactag platform lets advertisers base their marketing on first-party data collection with the best data available and algorithms tailored for today’s heterogeneous landscape.
Schedule a free online Discovery Call with our experts. Get to know our solution and understand how you can benefit from our features.
As a visual platform we know about the power of an image and the value of a view. It's great to see innovative MTA solutions like Exactag's Full View Impact Modeler take this into account and reduce the gap between platform-owned metrics and 3P attribution solutions."
About Pinterest
Pinterest is the visual inspiration platform where people come to search, save, and shop the best ideas in the world for all of life’s moments. Whether it’s planning an outfit, trying a new beauty ritual, renovating a home, or discovering a new recipe, Pinterest is the best place to confidently go from inspiration to action. Headquartered in San Francisco, Pinterest launched in 2010 and has 498 million monthly active users worldwide. Available on iOS and Android, and at pinterest.com.
Rapid integration, immediate impact.
Discover how Lampenwelt significantly reduced marketing costs across 18 markets by implementing a unified measurement platform within a short period, setting a new standard in marketing efficiency.
The challenge
As a leading online retailer for lighting in Europe, Lampenwelt operates online shops in 18 countries. Because of the complexity of operating numerous online shops, each with a unique set of campaigns and marketing channels, Lampenwelt faced significant challenges in effectively orchestrating the multitude of marketing campaigns and assessing their respective performances across countries.
Lampenwelt’s data landscape
Fragmented Data Collection
For a long time, an overarching analysis tool was lacking, which made comprehensive data collection difficult. The attribution was only conducted via Single-touch-attribution.
Various sources – from its own data warehouse to Google Analytics and manual Excel reports – were used side by side. Having many tools doesn’t mean better data, but dealing with scattered, less trustworthy information and inefficient processes.
Incomplete Customer Journey
The fragmented approach to data collection led to an incomplete understanding of the customer journey. Without being able to grasp the customer journey fully, determining the role and impact of various channels became challenging.
Consequently, this affected the accuracy of attribution models and made it difficult for Lampenwelt to effectively assess and compare the significance of each touchpoint, leading to an inefficient allocation of its marketing budget.
Biased Reporting
The use of multiple tools at Lampenwelt created isolated and biased reports, hindering the integration of insights into cohesive actions. The siloed nature of these reports significantly impeded the development of a unified view across channels, crucially affecting the ability to compare and strategize coherently across markets.
This fragmentation directly impacted the quality of marketing decisions, undermining their ability to steer their marketing strategies across different markets effectively.
The solution
In 2022, Lampenwelt collaborated with Exactag to build a comprehensive tracking and reporting structure that was able to not only resolve these challenges but also impressed with its fast integration, enabling results to be measured and analyzed already shortly after starting the implementation process, setting a new standard in marketing efficiency across multiple markets.
The project was complex, spanning 18 countries, engaging 255 publishers, managing over 61,000 marketing campaigns, and deploying more than 15,000 creatives. It incorporated 10 provider interfaces, including three international affiliate networks with tag management, commission transmission, and cost imports.
Within just six months 18 countries were successfully integrated.
A structured and efficient rollout enabled the complete implementation of Exactag as a Single Source of Truth across all international markets within just 6 month. It allowed Lampenwelt to accurately quantify the real impact of each touchpoint and allocate their marketing resources efficiently.
Finally, Lampenwelt is able to harness the full potential of its online shops spread over 18 different countries in Europe, ensuring consistency and comparability across those countries.
Schedule a free online Discovery Call with our experts. Get to know our solution and understand how you can benefit from all the features you need in just one platform.
"With the help of Exactag, we gain a complete and comprehensive view of the performance of our shops and marketing channels. This provides valuable insights into performance marketing, enabling us to effectively and successfully steer our activities. The automation of many processes, the easy access via the user interface, and personal support allow us to efficiently evaluate our data and make adjustments quickly and agilely in the fast-paced work environment."
Three success factors
1. Project Management:
The project’s remarkable success was driven by a well-conceived and thoroughly structured plan, designed to facilitate parallel implementations across markets in a short period of time. This meticulously crafted blueprint capitalized on the extensive groundwork laid by the client, enabling the use of initial markets as templates for subsequent ones.
A clearly designated point of contact on both the client’s and Exactags side, combined with the profound expertise of Exactag’s solution engineer and integration manager, ensured a seamless and smooth execution of the project.
2. Automation:
The use of numerous APIs and automated import routines for the import of campaign data and costs ensured a streamlined process and unified data model. This automation allowed for quick, error-free access to reliable campaign data and cost information, significantly reducing manual effort for the client.
The adaptability of this automated process for subsequent countries meant that the integration could be executed swiftly, making the system operational in a shorter timeframe.
3. Activation:
Already within one month, the client was able to independently derive first strategic insights from Exactag’s self-service and easy-to-use User Interface.
This initial step enabled them to make early optimizations, saving budgets and distributing resources more efficiently.
Further depth and refinement of these insights were achieved with the guidance of Exactag’s account manager. By incorporating best practices and leveraging standard dashboards, the client could delve deeper into their data analysis, enhancing their understanding and application of the insights gathered.
By implementing automation to directly feed their results into bidding algorithms, the client is now able to execute their campaigns more efficient without any manual work.
Project Organisation
The project’s remarkable success was driven by a well-conceived and thoroughly structured plan, designed to facilitate parallel implementations across markets in a short period of time. This meticulously crafted blueprint capitalized on the extensive groundwork laid by the client, enabling the use of initial markets as templates for subsequent ones.
A clearly designated point of contact on both the client’s and Exactags side, combined with the profound expertise of Exactag’s solution engineer and integration manager, ensured a seamless and smooth execution of the project.
Automation
The use of numerous APIs and automated import routines for the import of campaign data and costs ensured a streamlined process and unified data model. This automation allowed for quick, error-free access to reliable campaign data and cost information, significantly reducing manual effort for the client. The adaptability of this automated process for subsequent countries meant that the integration could be executed swiftly, making the system operational in a shorter timeframe.
Activation
Already within one month, the client was able to independently derive first strategic insights from Exactag’s self-service and easy-to-use User Interface.
This initial step enabled them to make early optimizations, saving budgets and distributing resources more efficiently.
Further depth and refinement of these insights were achieved with the guidance of Exactag’s account manager. By incorporating best practices and leveraging standard dashboards, the client could delve deeper into their data analysis, enhancing their understanding and application of the insights gathered.
By implementing automation to directly feed their results into bidding algorithms, the client is now able to execute their campaigns more efficient without any manual work.
The results
The rollout of Exactag’s advanced platform was not only remarkably rapid but also started showing significant outcomes for Lampenwelt almost immediately, just one month after beginning the onboarding process:
For the first time, the company could map out the entire customer journey and conduct an overarching evaluation of all marketing channels, publishers, and advertising activities based on the new data-driven attribution.
This new level of insight revealed significant discrepancies in the previous evaluation of Lampenwelt’s marketing touchpoints. Armed with a more accurate and realistic understanding of its marketing performance, Lampenwelt was able to adjust its marketing strategy promptly, leading to a substantial reduction in costs across all markets and allowing for an effective shift of resources to more effective channels.
Affiliate
The touchpoints in affiliate marketing within the customer journey were overvalued in the old evaluation, and the previously assumed ROAS did not match reality, allowing for a significant reduction in affiliate marketing costs.
SEA
SEA budgets were also reduced as campaigns could be identified as overvalued in the previous view using Exactag data.
Google Ads
By implementing the “Attribution Push” module, Lampenwelt’s attribution results are fed automatically into Google’s bidding algorithm, driving more effective campaigns and removing the need for manual intervention.
The profound impact of Exactag’s performance measurement platform on Lampenwelt’s marketing success underscores the transformative potential of integrating a sophisticated Single Source of Truth in today’s complex digital marketing environment.
About Lampenwelt
Founded in 1999, Lampenwelt is today the largest mail order company for lighting in Europe, with over 500 employees, online shops in over 20 countries, more than 50,000 products, and over 1.2 million items available for delivery. The online shops offer products from over 400 renowned brands. Lampenwelt places a special focus on customer satisfaction and loyalty, which has been repeatedly confirmed, for example, with awards from Focus Money (“outstanding” customer loyalty) and Handelsblatt (No. 1 online retailer for lighting).
NEW STANDARDS IN MEASURING APP CONVERSIONS
Exactag and BAUR have successfully developed a game-changing tracking solution that quantifies the influence of web and app campaigns on app conversions, setting a sophisticated standard in the market.
The challenge
BAUR, an established mail-order pioneer, offers a shopping app alongside its website as a channel for customer interactions and sales.
However, the company faced a significant challenge when it was unable to measure and analyze the influence of web and app campaigns on app sales. Despite the availability and analysis of data, the link between digital touchpoints and app conversions remained unclear, making it challenging to evaluate the efficiency of marketing activities, especially web-to-app campaigns. This measurement gap created an urgent need for a solution that would enable accurate and seamless attribution across platforms.
The solution
To effectively measure the impact of web and app campaigns on app sales and bridge the existing measurement gap, BAUR collaborated with Exactag’s integration experts to develop a tailored measurement solution. The ideal measurement approach was identified for the app’s native and hybrid environments.
During the scoping phase, a tracking concept was developed that utilizes server-to-server requests. It also incorporates additional information from the mobile measurement partner, along with cross-device measures that were already established.
The results
The cutting-edge measurement method Exactag introduced has revolutionized how BAUR approaches its online sales funnel. It has made measuring marketing initiatives that led to app sales much easier, enabling the team to connect the dots between their marketing activities and sales success.
Thanks to this sophisticated technology, BAUR has discovered that the number of direct app entries is significantly lower than previously assumed, paving the way for new and more effective marketing strategies.
In this particular scenario, the percentage of direct entries has decreased by 62%. This proves that only 38% of app sales were made via direct entries, whereas 62% of app sales could now be attributed to specific marketing measures, resulting in reliable performance KPIs for in-app campaigns. All other campaigns have also benefited from the completed attribution.
By providing granular insights into every online touchpoint, this innovative measurement solution has also uncovered that customer journeys for app sales are quite distinct from those for website sales, which helped optimize the campaigns for two different types of target groups.
BAUR is now planning to extend Attribution Push to other partners in the next step. With Exactag’s Attribution Push, Exactag directly ingests granular attribution results into the BAUR partner systems, e.g., their bid managers for integrated reporting. The imported data is used as a basis for reporting and automated optimization. That means, the management of marketing campaigns takes place directly in the partner system based on Exactags advanced data-driven attribution fully automated, without any manual effort.
"The new app-tracking removes the last blind spot on our attribution map and has revolutionized the evaluation of our in-app campaigns."
About BAUR
The company was founded by Friedrich Baur in Burgkunstadt, Upper Franconia, in 1925 and is considered one of the pioneers in the mail-order business. Over the past two decades, it has successfully transformed into an online retailer with a strong focus on customer service, high-quality standards, and an up-to-date product range in fashion, shoes, and furniture categories. BAUR offers popular brands and an attractive range of self-created fashion collections under its brand – Aniston, by BAUR.
Since 2019, BAUR has utilized Exactag’s Marketing Measurement Platform to attribute, optimize, and control its marketing efforts. Exactag’s attribution data is a crucial component of BAUR’s Marketing Data Hub. Furthermore, the attribution data from Exactag is also shared with partners and providers via Attribution Push to manage marketing campaigns more efficiently.
Crafting Success: OBI's SEA Boost with Exactag
OBI enhances the performance of Google Shopping campaigns by 18%.
The challenge
As one of Europe’s leading DIY and home-improvement brands, OBI always strives for best-in-class digital marketing and thus endeavors to maximize the effectiveness of its Search Engine Advertising campaigns. For two years, OBI studied Exactag’s Marketing Performance Platform meticulously, specifically focusing on the potential benefits of Exactag’s data-driven multi-touch attribution.
OBI was in the process of testing whether attribution results could be effectively used to optimize SEA campaigns. Until then, their SEA campaigns were controlled based on Google Ads’ conversion measurement. OBI was thus in a challenging position: they needed to see if switching to Exactag’s attribution to optimize their Google Shopping campaigns could yield better results.
The key challenge was setting up a multi-week test scenario that would isolate and identify the precise effects of using Exactag’s attribution system on their SEA campaign performance compared to their standard approach.
The solution
Recognizing the need for a more powerful approach, OBI implemented Exactag’s algorithmic attribution. This solution offered a broader perspective, considering the conversion contributions of all contact points in a customer’s journey.
A significant part of the solution was Exactag’s Attribution Push, a feature that automatically transfers the granular attribution results to Google Ads for use in automatic bidding. This adjustment aimed to provide more precise data and more efficient and effective bidding.
To validate their strategy, OBI embarked on a 15-week test. The goal was to ascertain whether Exactag’s data could improve the performance of their Google Shopping campaigns.
They contrasted this with their Generic Search campaigns, which served as a control group for the duration of the test. The test was divided into three stages: a six-week preliminary period, a two-week ramp-up phase and a seven-week test phase.
The result
The test results exceeded expectations. During the test phase, the Google Shopping campaigns utilizing Exactag’s dynamic attribution achieved an average ROAS increase of 32% compared to the preliminary period.
In contrast, the SEA Generic campaigns, which stuck to the standard Google Ads conversion data, recorded a smaller % ROAS increase of 14%.
When accounting for seasonal ROAS increases observed in the comparison account, Exactag’s data-driven approach still resulted in an impressive ROAS increase of 18% for the Google Shopping campaigns.
This marked improvement in performance was a clear demonstration of the value of utilizing Exactag’s attribution results in OBI’s performance marketing campaigns. Based on the positive outcome, OBI made the decision to permanently integrate Exactag attribution data into their automatic bidding strategies on Google.
This successful case study underlines the potential of data-driven attribution solutions like Exactag’s to significantly enhance digital marketing strategies, providing businesses with a more refined tool to maximize their advertising ROI and automate data-driven bid optimization.
We are very happy about this affirmation of our tool and the
longterm cooperation following from this.
About OBI
#allesmachbar (we enable you) – one of the first ports of call for DIY goods in Germany and Europe
OBI can help you to design your home creatively and independently. Our range includes products and service offerings in the areas of DIY, construction and gardens. OBI’s top priority is empowering you to transform your own home in line with your own wishes, the options available to you and your DIY knowledge and skills. In addition to its bricks-and-mortar stores, OBI uses the heyOBI platform as a means of communicating digitally with customers and providing advice. OBI currently has more than 640 stores across Europe. Alongside its home market in Germany, OBI is also represented in a further nine European countries: Bosnia and Herzegovina, Italy, Austria, Poland, Switzerland, Slovenia, Slovakia, Czechia and Hungary. OBI is a company within the Tengelmann Group. Further information is available at www.obi.de.
OBI in figures
43,000 employees
646 locations in 10 countries
350 stores in Germany
More than 5 million registered heyOBI users
Total revenue of EUR 8.7 billion in financial year 2022
Boosting efficiency by 13%
Eurowings experiences a 13% cost reduction in search engine advertising (SEA) by adopting Exactag’s Attribution Push.
The challenge
Since 2016 Eurowings has used Exactag’s data-driven attribution to provide independent objective advertising measurement across its customer journeys. To measure the effectiveness of its search engine advertising (SEA), Eurowings relies on Google’s Search Ads 360. However, the airline wanted to apply the insights gained from the Exactag platform to optimize and improve its SEA campaigns. In particular, it wanted to test how pushing its attribution results into Google’s Smart Bidding would impact performance to improve its cost of sales ratio.
“We are delighted with the results and are pleased to automatically optimize our SEA measures using the new Exactag feature. We were particularly impressed that we could achieve a positive result so quickly. This project was initially a test, but we will now be rolling out Attribution Push globally across our campaigns.”
The solution
Exactag recommended that Eurowings use its Attribution Push module. This allowed daily attributed data from Exactag’s platform to be imported directly into Search Ads 360 to optimize its marketing measures. Doing so meant the information could be fed into the Smart Bidding algorithm without requiring manual intervention. This supported Eurowings’ desire to manage its campaigns on a single platform.
The results
The objective analysis of customer journeys within the dynamic attribution meant Eurowings could optimize its keywords to maximize their impact on its search engine marketing. The automated adjustments from Attribution Push led to a reprioritization of keywords, so they appeared elsewhere in the customer journey. This resulted in increased conversions without impacting the cost. In less than two months, Eurowings saw its SEA costs fall by 13 percent, achieving its objective of improving its cost of sales ratio by adopting Attribution Push.
About Eurowings
Eurowings is part of the Lufthansa Group and has a turnover of over €3.5 billion. Founded in 1993 and headquartered in Düsseldorf, the airline offers flights to almost 130 destinations across Europe and worldwide.
Change Management for attribution
How DER Touristik successfully implemented the Exactag platform and reduced its display advertising costs by 28%.
The challenge
DER Touristik wanted to develop a data-driven optimization and operational strategy across the business to modernize its marketing approach. To deliver this, it partnered with Exactag.
To ensure it made the correct choice DER Touristik worked with Exactag to develop a proof of concept (PoC) incorporating two phases. The first was to focus on building knowledge, methods, and applications around how it could operate in the future. Secondly was to identify how its paid media strategy could be improved by using dynamic attribution.
“The agreed approach helped us hugely with implementing the Exactag technology. Based on this PoC, we gained essential knowledge about using the platform and identified new insights into the potential of specific channels we hadn’t previously recognized. As we scale this, new users will benefit from the practical nature of the PoC, which makes working with the Exactag platform much easier.”
The solution
In close cooperation with DER Touristik, Exactag developed dashboards and templates and trained users.
A dashboard was implemented to analyze the intra-channel relationship for display. This was set up to be scalable, making it possible to replicate it across different performance channels at a later date.
Based on the display dashboard, deeper channel analysis was then undertaken. This provided granular insights across channel dimensions, down to a single ad placement. The analysis allowed non-performing activities to be identified and then cut off.
To implement a channel-wide analysis of DER Touristik’s critical ‘My best deal’ campaign, Exactag designed a campaign briefing template to help managers monitor, direct, and optimize the campaign according to its goal. This was also used to define campaign labels and aggregate marketing activities on specific dimensions. This allowed DER Touristik to easily integrate and analyze individual activities across four paid channels in one dashboard.
The results
From the success of the PoC, DER Touristik gained two critical insights:
- Only 38% of its display activities were achieving break-even or better.
- 28% of its display activities could be removed without negatively impacting sales.
In addition, the performance of the ‘My best deal’ campaigns could now be analyzed and optimized cross-channel thanks to Exactag’s campaign labels. And by establishing a standardized campaign dashboard, DER Touristik gained vital insights to help it better allocate future campaign budgets.
About DER Touristik
DER Touristik group operates across 15 European countries, encompassing a range of travel brands including Dertour, Kuoni, Apollo and Exim Tours.
Each year 9.9 million people visit its agencies, book via its online portals or travel with its companies.
Award-winning automation with DB
Helping Deutsche Bahn automate its optimization strategy to improve marketing performance and media buying on Microsoft Advertising.
The challenge
Working across a range of partners and platforms to support its search engine advertising, Deutsche Bahn was struggling to manage its campaigns, creatives, and bidding optimization approaches across its wide range of products.
Microsoft Advertising for Bing was a key platform for the transportation and logistics provider. But using Microsoft Advertising’s singular customer journey to optimize its campaigns failed to give it the granular insights needed from the attribution data to analyze them at the product and customer journey levels. There was also a lack of automation which meant obtaining relevant results was resource-heavy, requiring a great deal of manual intervention by Deutsche Bahn’s campaign managers.
The solution
Deutsche Bahn approached Exactag and adopted its attribution platform, including its Attribution Push module. For each click Exactag tracked, it fed the corresponding performance measure directly into Microsoft Advertising. By considering the performance of each customer journey touchpoint, Deutsche Bahn gained an enhanced insight into the marketing performance of all its channels. From this, it could align the conversion data automatically with its bidding algorithm and drive more effective bidding, removing the need for manual intervention.
The results
Deutsche Bahn discovered that upper-funnel were the true driver of buying decisions. By adjusting its bid optimization and focusing more resources on these, it improved conversion ratios and reduced the number of lower-funnel contacts, which were failing to add anything to the customer buying decisions. In doing so, Deutsche Bahn freed up marketing spend which was reallocated to activities that drove performance. It also used its deeper insights into cross-channel performance on Microsoft Advertising to develop more effective and relevant future campaigns.
Using Exactag’s proven data-driven attribution approach, Deutsche Bahn can also adapt to change dynamically. This means algorithms that identify its top performers will automatically update each day to reflect the exisiting situation, such as Covid or the re-launch of marketing campaigns in the travel vertical.
About Deutsche Bahn
Deutsche Bahn is a world-leading transportation and logistics provider that runs the German railway system. It employs 400,000 people worldwide, serving over 100 million travelers in continental Europe and generating nearly €50 billion in revenue.
Reducing acquisition costs
PSD Bank Nürnberg reduced its search engine advertising acquisition costs by 36% by adopting Exactag’s Attribution Push.
The challenge
PSD Bank Nürnberg wanted to enhance its Google Ads audience data to improve its automated bidding and campaign performance. Prior to working with Exactag, it relied on the standard conversion actions in the Google Ads platform. However, these only considered the conversions generated by Google and ignored all other marketing channels.
To optimize its search engine advertising (SEA) performance, PSD Bank Nürnberg approached Exactag to help achieve its objective.
“Before the implementation of Attribution Push, we worked with Google Ads standard conversion actions. While for some conversions it was possible to set a ‘position-based’ mode, it was not dynamic attribution. As the standard Google Ads conversion actions are only based on conversions generated by Google Ads, channels like display, email, and social media aren’t considered.”
The solution
Exactag began by developing a four-month test to identify the performance impact of using attributed conversion data on campaigns delivered by Google Ads. During this time, Exactag’s Attribution Push module was activated for all PSD Bank Nürnberg’s Google Ads campaigns. This ensured that reliable data which closely reflected campaign realities could be used to report attribution. These results were then compared with campaign data from the same four-month period of the previous year when the module had not been used.
The results
By working with Exactag and using attributed conversion data to drive its search engine advertising bidding, PSD Bank Nürnberg decreased its SEA-CPA by 36.28%.
About PSD Bank Nürnberg
PSD Bank Nürnberg eG is a direct bank for private clients headquartered in Nürnberg, Germany and part of the PSD banking group. Founded in 1936, it employs 270 people and manages over 140,000 clients.
