Triple Pixel Workflows
Saunder here to talk about your workflow within the Triple Whale Pixel section, what you should be looking for, how to make sure you're scaling smarter, profitably. So yeah, let's run through this.
So first, as you can see, I have my timeframe set to the last week, I have it set to event data, and I have it set to Triple Attribution. If you're not up to speed on our different attribution models, Logan did a great job on breaking those down, so make sure to watch that video. Super helpful, and I'll touch lightly on it throughout looking through this section.
So I'm going to sort it by spend just so I can get a clearer picture of what we're working on. And then, really what I'm doing is I'm looking for outliers. So I'm looking for things that are performing above the norm, and then also things that are performing poorly. This helps me either ask the question of, "How can I scale smarter with what is working?" or "How can I learn from what's not working? Are there any tweaks, any different things we can do within Facebook, within Google to help with that performance?"
So right now, just getting that quick snapshot, I'm just looking at my ROAS right now with Triple Attribution, comparing that to platform.
So with what we're seeing, Google is performing extremely well. Facebook is performing a little bit lower. So typically when I see this, what I then want to do is see, what is Facebook counting towards view-through revenue?
And so, now you can see that delta or that difference, and a pretty big increase, which puts us very, very close to what Facebook is seeing. So that helps a lot. You'll see that conversion value went up, and so that's why ROAS went up as well.
Looking for Overlap & Outliers
The next thing I'm going to look at, since we are running Triple Attribution Plus views, is I'm going to look at order overlap. So anytime I run any attribution model with Triple Attribution, I like to look at order overlap, just because we're counting, anytime someone interacted with any of our ads throughout the funnel.
So we can see here that Facebook has a 70% order overlap, which is pretty high, and we can see Google is a pretty big overlapper of Facebook.
So a pretty big impact, and that's probably why Google's ROAS is so much higher than what we're seeing here. And so, that stands out to me as a pretty big thing. And then the same with Google. Lower than Facebook, but not by much.
So you can see Google is actually a pretty big overlapper of Google. So just some good impact there, probably with your retargeting campaigns, maybe with branded search, those types of things. And so, so yeah, that's given me a quick snapshot.
Then I'll probably go in here and actually click on Linear just to see what that looks like ROAS-wise when I remove that. Good to see a 7.77 here.
Obviously Facebook ROAS went down because we're attributing conversions evenly now. And I'll probably just go now to Last Click to see what that does even more. So, interesting, Google went higher than Facebook did. So yeah, that's kind of how I'm looking at this account overview.
Now I'm going to go within the specific platform here, within Facebook. And once again, I'm just looking for those outliers again. I'm going to sort it by spend, that's just, for me, important to just see what I'm spending the most money on and what that ROAS is. I am going to change this back to Triple Attribution, because I do want to see overall impact to the revenue my store's generating.
So yeah, so now we're seeing here we're spending a lot of money on this Control campaign, and Facebook's telling us we're generating a 2.66, the Pixel is saying we're only generating a 0.24.
Now, I think that Triple Pixel is a very, very, very good data point. I think the technology behind it is phenomenal.
We track 99.7% of all clickable purchases, and there's still something to be said with the view-through that Facebook is tracking, and I still want to use that data set to make decisions. So I'm actually going to click into this campaign and see what is actually performing well, where Facebook is counting a lot of the spend.
And interesting to see that the highest ROAS that Facebook is attributing with the least amount of spend, we're actually not tracking any kind of revenue from that campaign, the one that is getting the most, we are tracking some.
Managing Spend Based on Data
And so, probably what I'm going to do in this case is I'm probably going to keep spending on this campaign. I probably won't make any drastic changes right out of the gate, but I will keep a very close eye on my Pixel ROAS and see how this improves over time. Just because that window is wide open and infinite, we should see that continue to improve over time.
And if it doesn't, then I'd probably start making some changes. So on the same side, I do want to look at where the Pixel ROAS is performing extremely well. And so, it's within this Awareness campaign. Looks like a broad audience targeting, and we're seeing this audience perform extremely well, both on Facebook and on Triple Whale. So to me, this is probably a campaign I want to put more budget into, and maybe that does mean I do start pulling some budget here and putting it into this Awareness campaign.
So going back on what I said, now looking at this data, I probably do want this campaign to be spending probably closer to that 1,400, and maybe this campaign spending 700, just because I can come in here, I can see the specific orders, I can pull and see our customers actually engaging and interacting with this campaign.
So I just have a lot of confidence that the Triple Pixel is pulling things correctly. This customer is viewing a lot of products, looks like they're in our Klaviyo as well. And then, once again, here's the campaign, so them viewing that at 5:15 PM. And you can do that with every order. So I just like to make sure, at least when there's a minimal amount of orders like this, that we're actually getting the purchases coming in, and that it is working well. So yeah, that's how I'd be looking at Facebook and navigating this.
Making Channel & Campaign Adjustments
I'm going to also scroll over here. And now what I'm looking at as well is my CPA according to the Triple Pixel, as well as my AOV. So let's see. I'm going to actually move these columns around so they're next to each other.
What I'm looking at here is my cost to acquire customers versus my AOV.
Since this company is selling supplements, they might have a longer lifetime value, and so, for them, it could potentially be worth paying a high amount for a new customer. But now I'm looking at the differences in what I'm acquiring customers for and what that initial purchase value is. So in this case, going back to that Awareness campaign, it's driving a much, much lower CPA at $87, almost $88, and it is driving a higher average order value on that initial purchase.
So to me, this is looking like a really solid campaign to be investing my dollars in, where this one obviously isn't positive on the first order, so it's going to take quite a few more orders just from an advertising standpoint, just from ad dollars to make up that money. So that's obviously not factoring in any of your other costs with packaging, with shipping, with overhead, employees, all those things. So yeah, that's how I tend to look at that, and just make better decisions within the account.
So I would do the exact same thing with Google. So let's look at that real quick. So once again, I'm going to filter it by spend. It looks like it's automatically filtered since I did that before. And I'm going to look at the ROAS. This one is a Performance Max campaign. Doing well. ROAS is low, like we saw before. And so, I'm just going to look at the same thing.
So I'm going to look at my CPA as well as my new customer AOV, and that's going to help me understand my delta. So, obviously, branded is performing extremely well. Depending on your competitors and what they're doing would determine how much of my search budget I'm actually putting, or my Google Ads budget I'm actually putting into branded. Now I'm looking at this next one, Elemental Hill, and I'm seeing a good CPA cost here, and a really, really high AOV. So this seems like a campaign that we could probably scale up more, put more ad dollars into.
So I'm just more or less going through what I just did with Facebook, doing that for Google, determining the budget. So I just like to look at as much data as possible. For me, I love, love, love data, that helps me make the most educated decisions.
So I just love that this section allows me to get as much data as possible to really make educated decisions, to come up with some hypotheses. And I would take this even a level deeper, and we can go in and look at the different ads within Facebook, and see what's performing. We can navigate to our Creative Cockpit to see that.
And so, that's how I would then see what creative is working within those campaigns and ad sets, and see if I can duplicate the creative that is working across multiple ad sets, test that at different stages of the funnel, in your retargeting, in your acquisition. And so, yeah, that's how I would be understanding what is and isn't working, how to navigate the Pixel section, taking in all of the data points.