Marketers looking to leverage Facebook should pay attention to a new report from Rakuten Marketing.
Rakuten, a leading technology company that helps brands better profit through digital marketing, has released “The Facebook Measurement Divide,” the latest Rakuten Marketing Insights Report.
Bottom line? The report suggests marketers who rely solely on third-party analytics platforms are not realizing all earned Facebook revenue; in fact, notes the report, they’re potentially missing as much as $4.7 million annually in lost attributable revenue.
“Rakuten Marketing analyzed client campaign performance across Facebook advertising on desktop and mobile over a four-week period to determine consumer conversion performance,” according to Rakuten. “According to the report, Facebook conversion tracking compared to marketers’ third-party analytics reporting showed attributable revenue on Facebook is largely underreported for marketers. Conversion discrepancies cost some marketers more than 192 percent in attributable revenue and return on ad spend (ROAS) for their mobile campaigns. While a discrepancy between Facebook conversion tracking and third-party web analytics also exists for desktop campaigns, it is significantly lower, 3 percent on average, indicating cross-device identification as the primary cause.”
Those discrepancies matter.
“For one client in the study, Rakuten Marketing estimated attributable revenue from Facebook could be as much as $4.7 million annually versus the $1.9 million reported through their third-party analytics,” the company says.
According to Tony Zito, the CEO of Rakuten, the findings of this report highlight that marketers “need to be diligent about gaining transparency into their performance measurement.”