Simpli.fi on Tuesday launched a feature in its attribution and reporting suite called Transaction Value Reporting, which enables marketers to gain information on campaign products and pricing to prove performance.
The feature enables advertisers to track purchase price and order ID data to attribute performance such as return on ad spend
“During COVID we’ve seen an interest in making sure every media dollar counts,” said Frost Prioleau, CEO at Simpli.fi, which supports programmatic platforms for CTV, addressable, and mobile advertising. “People have a tight advertising budget and want to make sure they’re getting a return. They also have a problem measuring very precise return on ad spend like keywords and ZIP-plus four.”
The company doesn’t report at the household level for privacy reasons, but it can determine and report on the geographic area, among other attributes, to identify what drives the highest-value transaction based on several factors such as ZIP code.
If Macy’s has a pair of socks for $8 and a winter coat for $300, the ability to understand the ZIP codes buying each of the products -- as well as to identify the order ID and value being transacted -- can relate back to the impressions generating the transaction.
Transaction Value Reporting enables advertisers to derive additional attribution data and insights from their advertising campaigns by passing back a purchase value and order ID to provide a Return on Ad Spend (ROAS) measurement. The feature adds to Simpli.fi’s existing capabilities, such as advanced targeting for addressable programmatic and CTV, as well as online conversions and offline foot traffic attribution.
Simpli.fi has seen growth in direct-to-consumer brands looking to measure return on ad spend during the COVID-19 pandemic. It’s an area that had not been a major focus for the company in the past based on its focus of addressable and connected TV. That changed in the past eight months. The company ha s always been able to track conversions, but now it can track the exact value and order ID on conversions and sort them by ZIP code plus four, said Prioleau.
This won’t be impacted by Apple IDFA, which is expected to launch in early 2021. It will, however, be converted to support the replacement for cookies.
“We are working on an identity graph that brings in all kinds of privacy-friendly identify data to let advertisers know which ads drove what conversions,” Prioleau said. “We’re working to improve the system as changes are implemented.”