Re: Monopoly law backfires hard
We calculate ROI ourselves.
It actually doesn't make sense to take the ROI number from an ad provider (Facebook/Meta Ads, Google Ads, Microsoft Ads) as it's based upon flawed data from the platform specific tags[1]. These sorts of tags only see the journeys that they're (a) part of and (b) they claim that if they are part of a journey, then they are obviously the sole reason that sale was made.
A proper tracking provider's tag (Google Analytics, Adobe Analytics) sees everything where the user does accepts nonessential tracking[2] including all the touchpoints of the journey but it doesn't have native access to impressions, clicks and cost data.
The objectively best and most honest approach to providing the most accurate and best possible data we can[3] is to take the Ad provider's clicks, cost and impressions, combine that with the tracking provider's sales and revenue figures and calculate metrics like ROI from that blend instead.
[1] Google Ads Conversion Tracking and Google Analytics Tracking are two completely separate entities
[2] Based upon a correct marketing tag implementation under GDPR
[3] Believe it or not, it is in our best interests to provide ourselves and the client the best data we can, and considerable effort is put into investigating where our numbers don't line up with hard truth systems like the client's own order fulfilment backend[4]
[4] We can't use client fulfilment system numbers for sales and revenue as there's no way to link that back to where exactly the sale came from, which is fundamentally critical information when you want to understand the performance of campaign X or channel Y.