Performance reporting is one of the most crucial tasks done by marketers across all organisations, that helps them keep track and measure the performance & effectiveness of their marketing campaigns and advertisements. It allows them to optimise and refine their future marketing campaigns to reach out and target customers better with personalised experiences. Analysing your marketing performance is no small feat and can be challenging even for professionals. One such tool that can help you keep track of your marketing efforts is Criteo.
This article aims at providing you with an in-depth guide to help you set up Criteo Reporting with ease. It will teach you in-depth on how you can make use of the Criteo’s reporting functionalities, Audience Explorer dashboards, Affinity parameter, etc. to measure out the performance of each section of your targetted audience and marketing campaigns & ads.
Table of Contents
- Introduction to Criteo
- Using Audience Explorer To Set Up Criteo Reporting
- Limitations of Reporting in Criteo
Introduction to Criteo
Criteo is a robust retargeting & advertising platform that leverages the power of big data and artificial intelligence functionalities to boost the scope & reach of online advertising by creating a unique Id for each user or customer. It allows marketers to target customers more effectively by making use of various criteria’s, such as their browsing history, website visits, etc.
It makes use of the dynamic retargeting approach that leverages a user’s behaviour-based cookies and provides crucial insights to marketers, helping them choose a more diverse and intriguing set of customers to target with impeccable customer-centric ads at the right time. Marketers can then create and modify profiles of their customers to link them with their desired products.
For further information on Criteo, you can check the official website here.
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- Working knowledge of Criteo.
- A Criteo account.
Using Audience Explorer To Set Up Criteo Reporting
With Criteo’s Audience Explorer functionality in place, marketers can draw crucial insights that help them uncover new audiences by comparing similar interests with their existing customer base. It allows them to reach out to a diverse set of audience that is highly likely to have an interest in engaging with their products.
You can learn more about how you can use Audience Explorer and Criteo Reporting to analyse your audience and advertising campaigns:
- Measuring Audience Wise Performance
- Understanding the Audience Explorer Dashboard
- Using Reports in the Audience Explorer
- Analysing Data in Audience Explorer
Measuring Audience Wise Performance
With Criteo Reporting and Audience Explorer in place, you can track the performance of each section of the audience that you were trying to target through your advertising & marketing campaigns. It allows you to compare the size, reach and exposure of your audience to help discover patterns and draw crucial insights about their purchasing power, the kind of products they are buying such as male-oriented or female-oriented items, etc.
You can then transform this crucial information into actionable insights, and optimise your ads and marketing campaigns, tailoring them for your future target audience.
Criteo’s Audience module can thus help you understand your existing customers better, access Criteo-powered audiences, and quickly activate them in your campaigns.
Understanding the Audience Explorer Dashboard
Criteo’s Audience Explorer dashboard provides marketers with access to significant datasets. It simplifies and boosts Criteo Reporting functionalities, allowing marketers to gain crucial insights about the brands and product categories their customers and visitors prefer to purchase. With such informative reports in hand, you’ll be able to discover numerous high-value segments that you can target for acquiring more customers in your future campaigns.
Using Reports in the Audience Explorer
To leverage the power of Criteo Reporting, you will first have to access the data available in the Audience Explorer dashboards. To do this, you will have to select your seed audience, which can either be your website traffic or the contact list available in Criteo. Criteo will then display the dashboard for your desired audience within the next 24 hours from the time of selection and will further refresh your dashboard every week.
You can then start analysing and visualising your audience and the country audience size using Criteo Reporting functionalities, allowing you to draw insights about the potential users or devices in your selected audience. You can also draw insights about all users or devices that are available within Criteo’s dataset from your specific region.
You can break down your insights from your Criteo dashboards into the following sections:
- Demographics: It helps users visualise the composition of the selected audience based on the demographics from the Criteo dataset.
- Gender: It represents the users who were regularly buying items relevant either to men or women, taking into account the last 90 days.
- Purchasing Power: It represents the users who were regularly buying items from the low, medium, high, or very high pricing range, taking into account the past 90 days.
- Interests: It helps users visualise the composition of the selected audience based on the interests of the users who are a part of the Criteo dataset.
- Category Interests: It represents the users who were actively browsing products, adding them to their basket and purchasing items for the past 90 days.
- Brand Interests: It represents the users who were actively browsing specific brand names for the past 90 days.
Analysing Data in Audience Explorer
Once you’ve selected the target audience, Criteo will calculate the Affinity Indicator for various segments such as gender, purchasing power, brand and category interest, available in the Criteo dataset for the selected country.
The Affinity Indicator is the score computed depending on the relative interest that people from your audience have for a particular segment, compared to Criteo’s dataset from within your country.
- % of your Audience: It represents the percentage of users in the audience that belong to the segment.
- % of the Country Audience: It represents the percentage of users in the country that belong to the segment.
A high value of the Affinity Indicator acts as a signal that your selected audience is more interested in the segment than other users from your country.
This is how you can set up and leverage the power of Criteo Reporting to analyse the performance of your ads & marketing campaigns and customer engagement.
Limitations of Reporting in Criteo
The following are some of the limitations of using Criteo for preparing business reports:
- Criteo houses limited reporting functionalities in comparison to other platforms.
- Using the reporting dashboard can be a bit complex for beginners, thereby making it challenging for them to draw crucial insights and meaningful conclusions.
This article teaches you how to set up Criteo Reporting with the help of Audience Explorer functionality. It further provides in-depth knowledge about how you can make use of the Affinity parameter, Audience Explorer dashboards and various other metrics to keep track of the performance of your ads and marketing campaigns.
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