Navigating Columns in Triple Pixel

In this Triple Whale University lesson, you'll learn about the various columns in Triple Pixel, including what they mean, and how to navigate them.

An introduction to using columns in Triple Pixel

Hey there, Logan here from Triple Whale. Today I want to walk you through the different columns and what they mean and how we would set them up here at Triple Whale for the triple pixel. So when you log into the pixel, if you were to navigate to the ads page, these are typically our most popular pages between Facebook, Google, Snapchat, TikTok, which we natively integrate with.

So when you have your API integration set up correctly, the one thing you'll notice as soon as you log in is we'll start to aggregate Spend, conversions, conversion value, and ROAS from each of those integrations you've set up.

So typically the default when you log in, you'll start to see the metrics that we're pulling directly from the platform notated with an icon of that platform. The other column that you'll see in the default is the Google Analytics ROAS. This is denoted by three columns that are in an orange, yellow color. And the way to set this up is when you first log in, you're going to see a match column here. So we're going to show you how to reach the match column and we're going to drag this up to our ROAS.

And you'll see here that we have some campaigns that have a check meaning they're matched, and other campaigns where there's a mismatch and a hyperlink. So if you were to choose the hyperlink option, you can actually search your account for the campaign that's being populated in Google Analytics. So this gives you three different touch points.

You'll have the platform ROAS, you'll have Google Analytics Perez, and then you'll also have the triple pixel ROAS displayed. The next thing you'll see is anything that Triple Whale is reporting on is going to be noted by a floppy disc icon. That's the Triple Whale logo for all pixel related content. So what you'll see here is pixel ROAS, pixel orders, pixel conversion value, which is notated by CV, pixel CPA, which is cost per acquisition, pixel visitors, pixel cost per visitors noted as CPV and pixel new visitors notated as NV.

And then we have orders overlap. If you want to learn more about orders overlap, please watch our other videos about the pixel and how to interpret this data. So setting up the columns on your pixel page is an art. We're bringing the science and it's up to you to decide how you'd like to set this up to meet your daily workflow.

But I wanted to take a moment to explain some of my favorite columns and how I would set this up so that you can get up to speed much faster than if you had to do it on your own. So clicking in the right hand corner, this is the accordion icon. This will populate all columns that are available. As you're scrolling through here, we talked about the visualization of the floppy disc icon. No is denoted for pixel data.

Our favorite columns and how to use them

When you're looking at the selector for columns, you'll see that anything that Triple Whale is reporting on will have Triple in front of it. Triple ROAS, Triple number of orders, et cetera. As you scroll down past what's on your screen and what comes with the default, you'll find a ton more columns that you can add.

Now please note that some of these are channel specific. As you can see, Google conversion value here, on my screen, is actually regarding Google Ads. So when you're on the Google Ads page, you would definitely want that selected so you can understand what conversion value Google is displaying for your brand.

As we scroll down, you'll see that Google Analytics is notated by GA. And then of course additional Triple Whale statistics, such as add to cart, new visitors, email signups, all available below.

Altogether, I think we have almost 20 data points that are reported on by the Triple Pixel through our server site tracking, which is fantastic. So let's go through a couple of things I would do to set this up. Number one, as you are setting up the Triple Pixel, you'll know that we have a UTM builder. And we ask that specific UTMs, tracking parameters, be used on all of your ads so we can track them properly, and match them to the campaign's ads sets and ads listed.

So one thing I would do in the initial setup, is add our URL column, which you can see in the far right. This is a good way for you to check to ensure you have all of your UTMs set properly for all of your ads.

So the next step would be to click on your campaign, click on your ad set, which will display all the ads available within that ad set. Scroll over to the right where you have your URL column, and now you can see the UTMs that are being used for this account.

So in this instance, you can make sure that you have the right source, medium, campaign, all the ones that Triple Whale suggests, and as long as all those match, then we're good to go. As long as the Pixel is installed, UTMs are there, check, check, and we're all gravy. Once you have ensured that you're adding UTMs properly, there's no concern that it's not set up, you can go ahead and remove that column, by clicking on the column selector and clicking the little red line, the minus symbol, and we're going to remove that.

The next thing I'd want to do is talk through what I have selected on the screen, and what additional metrics I would likely use and utilize.

So I feel very confident that our users are very used to using on platform metrics from Facebook, from Google, from TikTok, and there is value there. Especially when building in return on ad spend, the Triple Pixel is going to track conversion value, but we still need the spend from each campaign ad set and ad, to tell you what your return on that ad spend is.

So the first thing I would do is add in your spend, add in your platform conversions, your platform conversion value, and your platform ROAS. I would say that Google Analytics is optional. If you do enjoy having an additional data point, and you think it would be good to have like a last click attribution model from Google Analytics involved, feel free to have that.

As I mentioned before, once you have your matches all set up, you can see this account actually has some they need to do, but if you feel confident that all of your campaigns are matched properly, you can go ahead to the column selector, and remove the match column.

Interpreting core metrics

The next thing you want to do is have on your main screen, the Pixel data. Especially ROAS, orders, conversion value, and CPA. I'm going to go over a couple of other ones here in just a moment, but the reason these are most important, is because in general, you want to understand how much conversion value is the Triple Pixel reporting on my ads.

And additionally, how does Triple Pixel's ROAS compare to Facebook ROAS, or Google, Snapchat, any of the platforms you've integrated with. This is a really easy and great way to understand what is Facebook telling me? What is Triple Whale telling me? And now what actions do I need to take in my account to improve? Please watch the other Pixel videos we have below, which will go through, more in detail, about the strategy behind the data and what you can implement for your brand.

Okay, so the next thing I wanted to go over was CPA, visitors, cost per visitors, and new visitors. So it's pretty important in general that when you're running prospecting ads through Facebook, for example, you may want to know, how many visitors are actually coming to my site from this ad?

That's a no brainer. You're all used to doing cost per click, cost per visitor analysis, but then in addition to that, how many of those customers that I'm driving through prospecting are brand new customers? Because ideally, a prospect doesn't know about you until they see your ad, they click on it, and come to your site. So here's where you can measure total visitors and new visitors to ensure that your targeting is set up properly, and you're actually reaching a new audience.

Moving further down the line here, we have the orders overlap column, which I mentioned earlier. We have an in-depth review of how to view the orders overlap column, but this is very important in the setup of your Pixel, so that you understand where other customers are interacting with your brand before they make their conversion.

Some other honorable mentions that I would say, depending on whether or not you are at an agency or you own the brand, this all depends on how granular you want to get with your data. But as we scroll down to more triple data points, a couple of the ones that I think would be very important to understand is add to cart, cost per add to cart, and email signups. I'm also going to throw in new customer CPA, in ROAS, just to explain the difference in CPA and new customer CPA. And we'll throw in triple average order value as well.

As I may have mentioned earlier, the best thing to do in your column selector is also utilizing this icon over here, the drag and drop functionality.

Feel free to move these around in a way that fits best for you. If you want to lead with all Triple Whale data first, and then platform data, absolutely. Just move these around in whichever way you want that suits your needs. But as you can see here, I've got triple number of orders, triple conversion value, and CPA. So I'm going to go ahead and move the new customer CPA right up underneath CPA, and then I'm going to take new customer ROAS and situate that right next to CPA.

And then we're going to do add to carts. We'll do that after the visitors, and we will do cost per add to cart after that, and then triple average order value. And move order overlap down to the bottom. Fantastic.

Using columns to drive performance

Okay, so here's why these columns are important to me. A lot of what we focus on in general within the eCommerce industry are conversions and revenue, which are very important, but there's also a lot of top of funnel leading indicators, that will help you understand how valuable and efficient and effective your ads are performing without a true conversion. This may be the number of visitors you're driving.

This may be the number of email signups that are coming into your flows. And then also the add to carts. So we all know there's a lot of folks who add items to their cart, they'll either think about the purchase a little bit longer, they're also maybe getting added to your Klaviyo flows or email signups. But understanding the cost per signup, how many add to carts are happening, how many folks are signing up for my email list from this specific ad or campaign, are very important for you to understand how valuable that campaign is, and the money you're spending towards it, that don't necessarily relate today down to a conversion.

So that's why I would go ahead and add these columns to your setup, just so you can get a general idea of how well the ads performing, if maybe you have a longer buyer window. So if you see people clicking on your ads and they don't buy maybe seven, 10 days later, if you can understand how many people may have added to cart or signed up for your email, or in general how many new visitors you're bringing to the site, that's going to be very important. And understanding do I cut this ad off, or do I not?

The other metric I wanted to talk about was CPA and new customer CPA. So in general, as you spend on ads, you're driving, hopefully, new customers to your site. Now, acquiring these customers is certainly more expensive than acquiring returning customers. So returning customers, the more we have, the lower your CPA is going to be, because that conversion value is helping out the money that you're spending to acquire new customers.

So it's important here to understand, overall, my ROAS might be a 0.72 in this case for this campaign, but we actually know that there are some orders there that are being calculated, that are actually returning customers that clicked on this ad. But we can see here that our new customer rise is 0.65.

So in general, we're doing a good job with this campaign at acquiring new customers, because we know the majority of the return on ad spend is coming from those new customers, and we know our new customer CPA.

So most of you will probably watch another video that talks about how to understand your contribution margin. You want to be looking at your average order value, and your cost per acquisition, and you want to know, am I acquiring customers at a profitable level? Or am I losing money on every new customer that I bring into my ecosystem?

And losing money on every new customer may not be a bad idea if you have a very rapid buying cycle, where they're going to pay you back in a much quicker time period. But it's at least very... It's important to understand what your ROAS is today, so that you don't go wasting money on platforms that aren't bringing the results that you need for your business.

Okay. That takes care of the columns and the Triple Pixel. So if you have any questions, always feel free to reach out to us. There's always going to be a chat icon available within the app. Thanks again. Talk soon.

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