This interconnectedness reshapes our interactions. As a result, advertising strategies that use this information are becoming increasingly important in digital marketing communications.

Within this process, data plays a crucial role in improving online advertising. Indeed, the algorithms present in platforms like Facebook Meta Ads, Google Ads, or LinkedIn Ads rely entirely on the availability and efficient processing of data. With the wide range of parameters available, automation is increasing, which significantly transforms the advertising landscape.

Data allows you to segment audiences based on demographic, geographic, behavioural, and other criteria. This approach helps you target ads to the people who are most likely to be interested, increasing the chances of conversion. In Social Ads, data is crucial as it enables you to measure the effectiveness of your campaigns, segment your audience precisely, and personalize your ad messages.

By harnessing the power of data, advertising strategies can be optimized and lead to more convincing results, tailored to a specific audience.

It is essential to be able to accurately track the results and impact of your social media advertising campaigns. In fact, a better understanding of advertising campaigns will help you differentiate between those that fall short of your expectations. Think of it as a learning opportunity. If you do, you will be able to improve your campaign’s performance, which will help you achieve the goals you have set for your advertising strategy.

Inaccurate or simply incomplete results would leave you unable to make the right strategic decisions about your advertising placement. Worse still, misinterpreting the data could lead to decisions with a negative impact on the company’s overall profitability. To avoid this, you need to understand how your advertising campaign is built.

It is essential to clearly define your objectives, target your key audience and set a fixed budget. By adopting this methodical approach, you will find it easier to interpret the data that will follow.

Once you have established your advertising strategy, the next step is to harness the potential of data through targeting. You can now specify the audience that will be exposed to your audience.

In this context, data is essential, as it enables you to target more effectively on various platforms:

• Saved audiences: Target audiences based on demographics, behaviours, and locations.
• Custom audiences: Target audiences who have already interacted with your ad.
•  Lookalike audiences: Target people with similar characteristics to your customers, who are not yet familiar with your advertising.

Your data analysis can go much further than that through the “Audience Insights” tool on the Meta advertising platform, which provides more information about your campaign’s audience:

Demographics: various options like age, education level, type of employment, etc.
Interests: People’s preferences and hobbies to perfect your campaigns.
Lifestyles: The combination of relationship status and location provides you with information on the profiles of people who show a certain interest in your company.

Data can be used to provide precise information on the performance of your campaigns. Your different ads will benefit fully from this information, as you will be able to quickly find out what really interests and attracts your prospects and adapt it to your new formats.

The right tools and methods are needed to collect accurate, relevant data and use it correctly. With a well-established advertising strategy based on in-depth data analysis, companies can maximize the effectiveness of their campaigns.

Each advertising network provides metrics to track ad performance. This helps companies to achieve their objectives and see if any changes to campaigns are necessary.

To begin with, it is important to implement the right tracking methods. They will enable you to collect essential data and bring your advertising results as close to reality as possible.

With the right data-gathering methods, you will be able to give greater importance to the various performance indicators (KPIs) and thus make informed strategic changes.

Here are a few concrete examples of analyses made possible by the data collected:

Analyze your web traffic: In Google Analytics, you can review your website traffic from the main dashboard. You can customize the data range to compare your different campaigns.

You can also find out where your traffic is coming from by using UTM parameters in URLs. These customized URLs indicate the number of visitors (whether from Social Ads, etc.) and can tell you which ads worked best.

Greater precision for your conversion events: It has become crucial to use both the pixel and Conversion API to accurately collect ad data from both the browser and server to enhance the optimization of ad targeting and measure actions more precisely. This is necessary as Facebook Ads and many other ad networks no longer rely on using the pixel alone to send events from the web browser.

As an advertiser, it is important to make the most of every data source available to you to achieve your objectives. Take the time to thoroughly understand the information provided. By conducting a detailed analysis of your campaign, you can gain a better understanding of your audience and their interactions with your online content. This will allow you to create accurate reports based on solid statistics, which will enable you to make informed decisions at the right time.

In conclusion, data is crucial in achieving your advertising goals. It is important to define a clear and structured objective before launching your campaigns and determine the steps to be taken. The key is to gather the right information and interpret it in the most relevant way possible.

Remember: every piece of data is an opportunity, and every interpretation is a key to optimizing your advertising impact and successfully achieving your objectives.

• What data sources should I use to understand my customers’ actions?
• What are the most relevant indicators for analyzing each point of contact and defining your target’s buying journey?
• Is my data clean and duplicate-free?