Measuring the Impact of Your Ad Spend is Getting Harder

It’s clear that conversion tracking is vital to your digital advertising. But, challenges abound:

  • Apple tightened its cookie use in Safari. Chrome is following their lead.
  • iOS 14.5 introduces App Tracking Transparency.
  • Data privacy regulations like GDPR, CCPA, and I CO further raise the bar.

The approaches to this problem – including publisher tools, such as Google Analytics, or third-party analytics providers – are either costly to implement, require a complex setup, or don’t have a multi-channel view. See our guide on the state of measurement.

An Independent Cross-channel Approach is Essential

To succeed in this challenging regulatory environment and understand the true behavior leading up to a purchase, you need a configurable solution to track multiple events throughout the funnel.

Marin Measurement is a conversion tracking solution with built-in optimization tools that allow you to understand the stages that matter in your buying cycle. By unifying your campaign data with sales outcomes and machine learning, you can make data-driven marketing decisions and have a holistic view of all revenue impact from digital marketing efforts – including in-store purchases and call conversions. 

Our configurable dashboards make it easy to track users across multiple channels and, devices, and gain a unified view of the ROI impact from all your paid digital advertising efforts. With Marin, you can save time managing tracking codes and spend more time driving your campaigns with rich insights.

Avoid Double AND Undercounting with an Independent Pixel

We’re in strange times where we have to worry about both over and undercounting, but it’s true! Publisher pixels will take credit for every conversion they can, so if you have connected with a user in multiple channels, you’re going to see double counting. But Apple App Tracking Transparency has made it harder for some publishers (especially Meta) to track all the conversions, resulting in undercounting. Marin Measurement solves both issues with 

Marin Measurement has given us unprecedented visability into the return on our marketing investmetns acroos Google, Meta and Amazon. - Chip Broadmatch, Powpow Sports

Streamline your website with a single pixel across channels

Tag managers have made pixel deployment easier, but as you add or change conversion events that you want to track, you may now have to repeat any changes for each individual publisher pixel. With a single, independent measurement solution, everything is centralized reducing repetitive work.

Handle offline and downstream orders

Marin Measurement makes it easy to track downstream events after the initial interaction on your website. For retailers, this might include returns or for many other industries, this is actually the conversion event. 

Marin Measurement make it easy to connect offline and downstream orders. We have integrations with CRM, CDPs and Call Tracking solutions that automatically update the value from each conversion. And with Marin’s Revenue Connect, these downstream conversions are automatically uploaded to the publisher to feed their optimization AIs.

Eliminate Errors with Automated URL Parameters

The URL builder in Marin helps save time and avoid errors with automated tagging of URLs that works across publishers. No more missing tags or complicated formulas in spreadsheets. URL Builder supports publisher macros, encodes for redirects.

Attribute accurately, even with conversion on Amazon

Marin’s Measurement offers a flexible approach to attribution that lets you customize rules to meet the needs of your business. Credit for a conversion can be shared across publisher With Amazon Attribution you can even attribute credit for conversions that happens on Amazon to other channels, including Google and Meta.

Flexible Options for a Cookieless World

Marin Measurement has always used a first-party cookie so it is not impacted by the blocking of third-party cookies by all major browsers. Multiple configurations help maximize measurement while offering compliance with privacy regulations and restrictions.

Simple Configuration

Marin's Asynchronous JavaScript click and conversion capture code snippets record incoming traffic and conversions from paid search. This code can also be used to show conversion relationships (called "paths") between paid search and other media channels such as affiliate marketing, online display campaigns and natural search.  The asynchronous nature of the code means the pixel is built in the background, and will not affect page load speed.

The use of Marin Tracker also enables advanced cross channel features within Marin since Marin's landing page click tracker captures clicks across channels.

Each keyword URL must be tagged with a unique identifier (ID).  We recommend the following URL structure where the highlights represent the required Marin variables:

http://www.domain.com/path/landingPage.html?mkwid=[distribution][uniq_id]&pcrid=[creative_id]&pkw=[keyword_text]&pmt=[matchtype]&pdv=[device]&product={product_id}&pgrid={adgroupid}&ptaid={targetid}

Advanced Capabilities

  • Ensuring your conversion measurement is accurate can be a challenge. We’ve built the Revenue Diagnostics to make troubleshooting a breeze.
  • Server-to-server prevents loss of data due to blocked cookies
  • ITP Impact Summary shows impact from blocked cookies
  • Upload by Order ID simplifies uploading of offline orders using your ID rather than URL parameters
  • CRM Connect automatically imports downstream conversion events

See why brands have relied on Marin to manage over $48 billion in spend