Which data should be included in your data collection file and to upload it?
General information
The data collection can be made using two different ways:
Using the Gsheet data collection template, where the client can enter their data for each provider. it is the best way if your client made marketing campaigns using unusual medias, or only have access to reports from their marketing agency. It can also be more precise if your client is tracking precise metrics like the weight of content displayed, or faster if they have a lot of providers (more than 3).
🈵 Using a data collection template
List of mandatory data:
Name of the campaign
Type of campaign (Video, Image, Text)
Number of impressions
List of optional data:Channel (Facebook, Google, Instagram…)
Duration of the video
Quality (for videos 360p, 480p, 4K…) or weight of content (MB)
Share of devices used to watch it (Mobile, Laptop, Tablet, TV)
The client can also add others tags like “client”, “business unit”…
🈵 Using connectors
With connectors, the client will simply click on the connector(s) they want in the ads module, and follow the process. The status of the connector will show if the process worked, and the data will be analyzed and imported (within 10 work days) by the analyst
Right before validating the connection in the fivetran page, the client needs to set the historical timeframe at 24 months at least
🈵 Using the lightweight module
The lightweight module is called “Digital marketing”
A lightweight module is also available, using only one type of data: The number of impressions. This total number can be split by type of content (Video, Image, Text) and by type of ad (direct or programmatic)
Frequent errors in data format
General information
Here are some common errors to avoid when preparing your data collection file:
The mandatory data is sufficient to compute emissions, but it is way better to have at least the audience country and an average viewable time for videos. Make sure your client gave the best data available
The sum of “smartphone %”, “computer %”, “tablet %” and “TV %” should be equal to 100
Make sure the file size is in MB and not KB or GB (order of magnitude is between 1-10 MB)
When using connectors, some clients forget to validate the connection at the end of the process. Connectors also needs to be refreshed sometimes.
Definitions and key concepts
Impressions: The number of times an ad has been made visible. This data can be replaced by the number of views if needed (see below)
Views: The number of times and ad has been made visible for more than x secondes (usually 3) on a screen
Type of ad - Text: A text ad is usually a sponsored link in a search monitor
Average viewable time: The average time (in seconds) an ad is appearing on a screen (so it is not the total length of the video)
Programmatic vs direct ads: There are two ways to publish digital ads on a website:
A company pays the website to display the ad in the page, so every person that connects on the website see it. This is called direct advertising.
A company want to target a specific share of population (based on different characteristics like age, location…). This company will pay an ad provider to display their ads only to this type of population a certain amount of times, or for a certain duration. Each company will enter a bid each time an ad needs to be displayed, and the winner appear on your webpage. This is called programmatic
What are the metrics to follow the performances of a campaign?
The number of impressions is the number of times an ad is displayed on a webpage
The number of views is the number of times an ad is displayed on a webpage for a certain amount of time (video), or taking a certain percentage of the screen (image).
The number of clicks is the number of times someone clicked on the ad to be redirected to your website
The reach is the number of unique people who’ve seen the ad at least once. It is usually shared under a percentage, compared to the total pool of people corresponding to your target.
Can we calculate emissions from social media posts coming from the company’s account (= not paid)?
Currently, our “Digital Ads” analysis is focused on ads paid by the client.
Calculating the impact from social media posts made by the company’s account is feasible, but is a different type of analysis. The measured impact would probably be much lower than the classical digital ads analysis.