undercounting conversions we link

[muniyaakter]

This is harder than it sounds. Social media platforms’ native ad analytics used to make this a breeze — advertisers could calculate ROAS for an ad group, or an individual ad. But Apple’s recent privacy update made it impossible to track most conversions from iPhones, and now social platforms can’t reliably count paid social conversions. In September 2021, Facebook’s native dashboards were undercounting conversions from Facebook Ads by about 15%, according to Facebook itself — and the issue persists.


Personally, I’m seeing social by more than 50%, though other pra sweden number screening
ctitioners have seen overcounting. Tracking paid social conversions in the current online advertising landscape takes some DIYing. At my agency, channel- or campaign-level paid social spend with purchases in digital storefronts like Shopify, using tools like campaign-specific landing pages, UTMs and marketing mix modeling. Once we have cost and new-customer revenue, we can take a look at ROAS. 2. Calculate new customer ROAS. ROAS is the ratio between ad cost — the amount you spent on a paid social channel or campaign — and ad revenue — the amount of revenue it brought in from first-time customers.