Criteo Data Analytics: A Comprehensive Guide 101

Do you use Criteo Data Analytics for advertising? Do you want to use Criteo data analytics for better insights? If yes, then you are in the right place.

• Every business, especially those that operate on eCommerce websites, should understand their customers better. 
• It helps in running targeted ads that maximize conversions and improve the revenue generated from sales. 
• Understanding customers means analyzing your customer data well. The business should know the web pages that each customer visits on their websites, the sections they click, the items they purchase, etc. It’s not easy to analyze such data, especially when you are doing it manually. 
• There is a need for a tool that can make it easy for businesses to analyze customer data and facilitate retargeting/remarketing. 

Prerequisites

This is what you need for this article:

• A Criteo Account. 

The Analytics Module of Criteo Data Analytics

The Analytics Module in the Management Center gives you control over your data and the insights from your marketing campaigns. To access it, open the Management Center and choose the “Analytics” tab. 

You can also open Analytics through Campaign Manager to see analytics for a particular campaign. The Analytics module uses similar user management permissions as the other Management Center modules. The module can also be accessed in any of the languages supported by the Management Center. 

In this section, you will learn about the following:

1. How to Setup Analytics?
2. Available Dashboards

How to Setup Analytics?

To customize Analytics, navigate to the Settings in the left-hand menu. You will be allowed to set the default preferences for:

• Currency. 
• Time zone. 
• Time aggregation. 

Available Dashboards

Criteo comes with several pre-planned dashboards. However, it also allows you to customize your own reports. 

Here is the list of the available dashboards:

1. Overview: It gives an overview of campaign performance, with the period-over-period comparison. 
2. Real-time: It provides data with a maximum latency of five minutes. 
3. Conversion: It shows online insights broken down by campaign, device or product category, and Omnichannel insights. 
4. Traffic Consideration: It gives a detailed performance insight on your consideration campaigns, whose focus is on driving traffic. 
5. App Consideration: It gives access to detailed performance insights for app installation campaigns across a particular data range. 
6. Metrics Analysis: Metrics correlations allow for a deeper analysis of performance, broken down by product or campaign category. 
7. Placements: It shows the locations on the network (websites and apps) and environments where ads are displayed and how ads are distributed across environments. 

Criteo Data Analytics: Audience Performance Report

The Audience Performance Report helps you know how each audience segment performs in a campaign that is using Criteo’s Commerce Audiences. 

It also gives insights into the reach and overlap of every audience segment in your campaign. It can help marketers refine their future advertising strategies. You can find this report through the Analytics module under Performance and Audience Performance. 

In this section, you will learn about the following:

1. How to Use the Audience Performance Report?
2. How to Read the Data?

How to Use the Audience Performance Report?

For you to be able to access data available in this report, you should have a campaign live, paused or finished using Criteo’s Commerce Audiences. 

The report has the following components:

1. Audience Size: It refers to potential users or devices. 
2. Reach: The share of potential users who have been served an ad. 
3. Potential Display: The number of bid requests or display opportunities received. 
4. Exposed Users: The number of potential users who have been served an ad. 

The insights are divided into two – Audience Demographics and Audience Performance. Audience Demographics visualizes the composition of the selected audience based on the demographics from Criteo’s dataset. Audience Performance visualizes the performance of each audience segment based on the interests of Criteo’s dataset. 

How to Read the Data?

The Audience Performance chart displays the performance of every segment that you’ve targeted in your campaign based on the reach and the audience size. The X-axis shows the reach of each segment, and the size of each bubble represents the size of each segment. If the reach is low, then you can adjust the CPM of your future campaigns for improvement. 

Limitations of Using Criteo Data Analytics

The following are the cons of using Criteo for Data Analytics:

1. Criteo has limited creative capabilities compared to other advertising platforms. 
2. There is no way to ensure the same product is not included multiple times in the same creative ad. 

What is Criteo?

Criteo is a retargeting platform that operates in more than 30 markets in the world with headquarters in Paris, France. It uses Big Data and Artificial Intelligence to increase the scope of online advertising by creating unique ads for each customer. Only 2 to 3 per cent of visits to eCommerce websites translate into sales.

Conclusion

In this article, you have learned about Criteo and how to use Criteo Data Analytics. You also came across the limitations of using Criteo Data Analytics. But, if you want to consolidate your marketing data in real-time before analysis, then try Hevo.

Share your experience of working with Criteo Data Analytics in the comment section below.