Do you use Criteo 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.
Criteo is the right tool for you. Criteo helps eCommerce and online retailers. It serves personalized online display advertisements to consumers who have previously visited their advertiser’s website. In this article, you will be learning how to analyze your customer data with Criteo data analytics.
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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. Criteo provides online advertisers with criteria for retargeting. They can display a product to users based on the specific web pages that they have visited. For example, a user can see a banner that features the exact product that he has previously searched.
Criteo can be seen as the leader of dynamic retargeting. Before its introduction in 2005, static retargeting was a prevalent approach, and it involved targeting people who had previously visited the same website with a similar ad. However, Criteo introduces a better way to choose more interesting customers for target, the best time to do so, and the way to generate the most appealing ad. Criteo tracks the users’ behaviour using cookies and serves as their main source of data. They create and update profiles of users and products and then connect them.
Hevo Data provides its users with a simpler platform for integrating data for analysis. It is a No-code Data Pipeline that can help you combine data from Criteo and other free data sources. It provides you with a consistent and reliable solution for managing data in real-time, ensuring that you always have analysis-ready data in your desired destination. Your job will be to focus on key business needs and perform insightful analysis using BI tools.
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Let’s look at some salient features of Hevo:
- Fully Managed: It requires no management and maintenance as Hevo is a fully automated platform.
- Data Transformation: It provides a simple interface to perfect, modify, and enrich the data you want to transfer.
- Real-Time: Hevo offers real-time data migration. So, your data is always ready for analysis.
- Schema Management: Hevo can automatically detect the schema of the incoming data and maps it to the destination schema.
- Live Monitoring: Advanced monitoring gives you a one-stop view to watch all the activities that occur within pipelines.
- Live Support: Hevo team is available round the clock to extend exceptional support to its customers through chat, email, and support call.
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Criteo Data Analytics: The Analytics Module
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:
- How to Setup Analytics?
- 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:
- Time zone.
- Time aggregation.
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:
- Overview: It gives an overview of campaign performance, with the period-over-period comparison. It also has visualizations that are fully interactive and customizable according to your business needs.
- Real-time: It provides data with a maximum latency of five minutes.
- Conversion: It shows online insights broken down by campaign, device or product category, and Omnichannel insights.
- Traffic Consideration: It gives a detailed performance insight on your consideration campaigns, whose focus is on driving traffic. It shows charts with aggregated metrics for all the selected campaigns and a table that shows a breakdown by the campaign. You can add or remove metrics by clicking the ellipsis (…) button.
- App Consideration: It gives access to detailed performance insights for app installation campaigns across a particular data range.
- Metrics Analysis: Metrics correlations allow for a deeper analysis of performance, broken down by product or campaign category.
- 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:
- How to Use the Audience Performance Report?
- 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:
- Audience Size: It refers to potential users or devices.
- Reach: The share of potential users who have been served an ad.
- Potential Display: The number of bid requests or display opportunities received.
- 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:
- Criteo has limited creative capabilities compared to other advertising platforms.
- There is no way to ensure the same product is not included multiple times in the same creative ad.
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.
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Hevo is a No-code Data Pipeline. It supports pre-built integration from Criteo and other free data sources. Hevo will completely automate your data flow from Criteo in real-time.
Want to take Hevo for a spin? Sign Up here for a 14-day free trial and experience the feature-rich Hevo suite first hand. You can also have a look at our unbeatable pricing that will help you choose the right plan for your business needs!
Share your experience of working with Criteo Data Analytics in the comment section below.