Higher ROAS! Advanced Campaign Performance Tab

Whether on top of your game or fresh out the gate, online advertising can be a tricky, rewarding ride. With a constantly shifting digital landscape, advanced ad-blocker technology, and the need to dodge fake and/or faulty traffic, it pays to know the game (especially when you’re looking to boost your ROAS). 

When it comes to Ad tech…Knowledge is power!

Sure, there are a wide wealth of forums, tools, articles, books, tips, strategies, and hacks to set you on your way to making the most of online advertising (some of which we’ve covered in previous articles).

But, here’s the thing. As any seasoned, 6-figure advertiser will tell you, the theory can only take you so far. And, when the money starts to move out of your account and the creatives start to find their audience, there’s only one real guiding indicator that lets you know if your campaign is performing to the best possible degree. At the end of the day…

It’s All a Numbers Game

The Numbers never lie and, the more metrics you have to go on, the further you’re able to see and the better you’re able to optimize your current/future campaigns. 

Advertisers, in turn, partner up with ad networks & 3rd party tracking platforms to get an instant running account of campaign performance indicators—things like overall ad impressions, clicks, conversions, CPM, spendings, etc. We’ve got all this and more readily available and have been charging towards bigger and better transparency for well over a decade. 

But, we also know that with the game constantly evolving and the competition steadily rising, the more information you as advertisers have to go on, the better equipped you’ll be to pivot and optimize for maximum impact. 

So, we went to work. Creating and deploying the… 

New! Advanced Campaign Performance Tab 

Gone are the days where crucial metrics hide in multiple tabs or spreadsheets, and simply finding what you need to succeed is like climbing your own digital (daily) Mount Everest. 

So, let’s cut the optimizing time in half and dive into 3 new features on the Advanced Campaign Performance Tab, designed to…

• Show you EXACTLY how many auctions your campaign has participated in. 
• Reveal your campaign Win Rate (i.e., the percentage of auctions your campaign’ bid won and that as a result converted into actual ad impressions)
• The running ROAS of your campaign. 

But before we get into all of that, a quick note on Ad Placement Bidding.  

Adcash (like, say…eBay) is entirely Auction Based, meaning the traffic source (ad placement) will always go to the highest bidder. 100% of the Publisher impressions we monetize are sold through auctions. This means that every single ad we show goes through a lightning-fast bidding process.

In a few milliseconds, we can gather all the bids from our advertisers, pick the highest one, and in doing so, redirect the impression to the highest bid. This algorithm processes up to 300,000,000 impressions in a single day! Meaning the best possible placements are always upheld about the advertiser’s bid. 

Wow, what a mouthful! Basically, we want you to know how successful you are when bidding for ad placements. And you can do that now with the… 

Auction/Win Rate Feature.

Now you’re able to see just how many auctions your campaign participated in, i.e the number of opportunities the campaign received to be displayed on site over a given time period. (with the overall Impressions being when the ad was actually displayed). 

The Win Rate is the ratio between Auctions and Impressions. I.e, if you’ve participated in 10 Auctions and generated 1 Impression, your WinRate would be 10%.

The image above shows 4,274,127 impressions and a Win Rate of 29.07%.

The Auction and Win Rate are additional metrics that we’ve now made fully available to advertisers. It’s something that, until now, has not been available to customers. The purpose of making these two new metrics available is to reflect precisely how competitive a given campaign is compared to or against the other campaigns fighting for that same traffic. 

It all comes down to transparency, where you as the advertiser are able to see exactly how many auctions you participated in, what your overall Win Rate percentage was, and what your coinciding ROAS will be. 

And, speaking of which, now you have the power to calculate and display your own… 

Campaign ROAS

Now, you’ll always be able to calculate and display your own ROAS on the Adcash  DSP platform.

Every time you get a conversion from our traffic (be it an installation/registration/sale/deposit etc.), using either our fixed or dynamic “conversion value” tracking parameter you’ll be able to track and monitor through your Advanced Campaign Performance Tab your resulting ROAS. 

Once only available on external tracking software, you can now get instant ROAS metrics at the click of a button. Your tracking and optimization strategy is now easier than ever, meaning you no longer need to cross-reference this data on multiple platforms. 

Keep in mind that, while we are working to make your onsite adventure as fun and informative as it can possibly be, third-party trackers, provide a heck of a lot more information than just calculating your campaign ROAS. They are a vital component of any advertiser’s toolkit. (RedTrack and Voluum being two of the biggest in the market today). 

A Big Need To Know! 

You won’t be able to see this feature straight from the get-go. The ROAS metric works off of your own personal campaign data and, in order to see it, you would need to be transparent about the revenue you make and the traffic you’re buying on the platform.

So, every time you fire off a conversion, you would need to tell us the value for that conversion (i.e, the revenue you expect to make). To do this, you’ll need to enable the “value=” parameter in your postback tracking URL.

From there, we can use this data to reveal the running ROAS, and, in doing so, make your results more actionable and find out which types of traffic engages with your campaign the best! You can find out more about this here. 

So, there you have it. 3 new metrics to take your online advertising game to the next level and beyond. But, we’re just getting started and there’s more than meets the eye when it comes to the new Advanced Campaign Performance Tab.

Select the Best Grouping Options. 

You can now also filter your metrics based on and according to a whole host of grouping options.

You can group by all the important metrics including Geos, Creatives, Zones, Sources, OS Names, Browser Names, SSPs, and more! Also, you can add a secondary dimension and have better visibility on any combination of metrics, for example, Group by Zone + OS name or Zone + Geo. Finally, to narrow down your advanced campaign data you can use the Performance tab built-in filter.

Keep in mind that within that list of grouping options, there are certain points where you can edit your bid straight from the performance tab, based on the additional metrics we provide transparency for…

• Geos (where you can edit/increase your bid straight from the interface).
• Zone + Geos (as a secondary dimension).
• Sources + Geos  (again, as a secondary dimension).

Check out the screenshot below, 600+% ROAS on a zone for which my win rate is 16.84%.

A 17% win rate is good, but with such a high ROAS there is room to boost the bid as a means to increasing the campaign reach and profit.

Visit the full supporting article for specific tips to gain the upper hand when using the Advanced Campaign Performance Tab. 

Full Transparency! In a click! 

And speaking of awesome, additional features, remember you also have the option to customize your payouts directly from the Advanced Campaign Performance Tab as well as exclude any zones, sources that you don’t want to continue with.

All of these metrics are fully integrated into the tab and give you as the advertiser full transparency when calculating your daily/weekly/monthly ROAS.  

And, when coupled with the Win Rate metric, you’ll always be able to pinpoint the zones that generate a consistently positive ROAS. The better the ROAS from the zone, the more incentive you’ll have to keep targeting your campaign to that traffic source, and in doing so, the better returns you stand to gain. 

And, as always, please feel free to reach out to your Advertiser Manager, or any member of our dedicated support team, who would be more than happy to take you through the platform and provide tailored tips to meet your specific needs. You can find them right here.

Best of luck on the journey ahead. If you haven’t already, you can set up your new advertiser account right here, and let us know how the Advanced Campaign Performance Tab is working for you in the comments below! 

Bye for now