SAN MATEO, Calif., Oct. 27, 2016 /PRNewswire/ -- Rakuten Marketing, a leading technology company that enables brands to thrive and profit through digital marketing, today released The Facebook Measurement Divide, its newest Rakuten Marketing Insights Report. The report finds marketers relying solely on third-party analytics platforms are not realizing all earned Facebook revenue and potentially missing as much as $4.7 million annually in lost attributable revenue.
In this latest research, Rakuten Marketing analyzed client campaign performance across Facebook advertising on desktop and mobile over a four-week period to determine consumer conversion performance. According to the report, Facebook conversion tracking compared to marketers' third-party analytics reporting showed attributable revenue on Facebook is largely underreported for marketers. Conversion discrepancies cost some marketers more than 192 percent in attributable revenue and return on ad spend (ROAS) for their mobile campaigns. While a discrepancy between Facebook conversion tracking and third-party web analytics also exists for desktop campaigns, it is significantly lower, 3 percent on average, indicating cross-device identification as the primary cause. According to the report, these discrepancies are meaningful. For one client in the study, Rakuten Marketing estimated attributable revenue from Facebook could be as much as $4.7 million annually versus the $1.9 million reported through their third-party analytics.
The Facebook Measurement Divide provides data via client case studies, along with in-depth cross-device ad performance data; a breakdown of measurement challenges marketers face with cross-device marketing strategies; and best practices to help marketers improve overall campaign investment and performance.
"The findings of this report highlight that marketers need to be diligent about gaining transparency into their performance measurement," said Tony Zito, CEO of Rakuten Marketing. "Innovation is affecting consumer behavior at a pace that does not allow for one-time attribution models that will accurately measure current and future marketing strategies. Our focus is to arm marketers with actionable insights that empower them to capitalize in the rapidly evolving landscape in which they compete."
The analysis outlined in The Facebook Measurement Divide report is part of Rakuten Marketing's growing investment in performance transparency and budget efficiency for marketers. Through this research, Rakuten Marketing has helped clients demonstrate the value of Facebook campaigns, and increase budget more than 20 percent to execute on strategic imperatives to invest more in mobile.
About Rakuten Marketing Insights
Rakuten Marketing's Insights are studies offering expert and consumer-centric data, insights and guidance that empowers the world's leading marketers to drive campaign results. For more information about Rakuten Marketing's social marketing solutions, digital insights reports and other services visit www.rakutenmarketing.com.
About Rakuten Marketing
Rakuten Marketing's industry leading solutions empower marketers to thrive in their evolved role and achieve the full potential of digital marketing, efficiently and effectively, with data-informed insights that create consistent, engaging and influential experiences across screens. Offering an integrated solution, along with unique insights and consultative partnerships, Rakuten Marketing delivers the tools that marketers need to increase efficiency, productivity and performance.
Rakuten Marketing is a division of Rakuten Inc. (4755: TOKYO), one of the world's leading Internet service companies. The company is headquartered in San Mateo, California, with offices in Australia, Brazil, Japan, the United Kingdom, and throughout the United States. Follow us on Twitter or learn more at http://rakutenmarketing.com.
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SOURCE Rakuten Marketing