Data harmonization between media platforms and the analytics solution
Location : France
The challenges :
- Discrepancies of 96% between the post-click views of media platforms (Google Ads, Meta, Pinterest) and the last-click view of the analytics solution.
- No data consolidation within a single interface to understand these major discrepancies.
- Difficulty in making budget allocation decisions due to the misalignment of impacts: highly performant according to media platforms, much less performant according to the analytics solution in last-click view.
- Need to identify the origin of these discrepancies and correct them.
Web Traffic Assistant
We chose the TrackAd tool to gain a more advanced attribution view following the migration of our analytics platform from GA to AT Internet. The objective was to have better visibility of our marketing channels in order to improve ROI and optimize our media spend.
TrackAd is a platform that provides a very comprehensive view of attribution across different marketing channels, from the performance of levers and campaigns to their contribution along the conversion paths. The TrackAd team is highly attentive, supporting us with our needs and expectations while also providing expert and critical analysis of our marketing campaign strategy. This tool has enabled us to step back and reassess certain channels, move away from “biased” platform perspectives, and rethink both our marketing strategies and budget allocation.
The solutions :
- Aggregation of data from media platforms and the analytics solution within TrackAd’s unified interface
- Breakdown of performance data from media platforms into Post-click and Post-view in order to separate the two impacts
- Use of contribution analysis to measure the Post-click impact from the analytics solution
- In-depth analysis of Alinéa’s site tags carried out by Arcane to identify potential improvements
- Tracking improvements through monitoring the gap between the Post-click view of media platforms and the Post-click view of the analytics solution, with the objectiv
The results :
with monitoring of discrepancy reduction
identified between the media platforms and the analytics solution
between H1 2024 (period prior to the identification of the issues) and H1 2025 (period following the resolution of the issues)
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