Precise data tracking and integration are crucial for campaign success. The case of Freiluftkind demonstrates a compelling success story of overcoming native advertising challenges through innovative server-to-server (S2S) integration strategies.
Background
Freiluftkind, a prominent brand in the outdoor activity sector, has been pioneering in utilizing Native Ads to attract new customers. However, the lack of robust tracking mechanisms had historically led to significant data misinterpretation and suboptimal campaign performance.
The Challenge
Freiluftkind faced multiple issues with their previous advertising tools, which inadequately tracked campaign effectiveness, especially in the native advertising realm:
- Misclassified revenue as "organic," obscuring true ad impact.
- Loss of 30% of conversions that could not be attributed accurately.
- Complicated UTM parameters leading to chaotic campaign oversight.
- Manual transfer of media spends consuming excessive time and resources.
These issues not only hampered the visibility of real campaign performance but also led to premature termination of potentially profitable campaigns.
Strategic Approach
To rectify these challenges, Admetrics stepped in with a structured three-phase approach focusing on integrating advanced S2S technology with their native advertising platforms:
- Data Comparison Phase: A four-week comparison between the existing tool and Admetrics, validated by direct customer feedback, revealed massive discrepancies in attribution.
- S2S Integration Implementation: This phase involved setting up a direct server-to-server connection to improve data accuracy and integrity.
- Marketing Strategy Reorientation: Based on newly reliable data, Freiluftkind re-evaluated all native channels and implemented a CEO dashboard for enhanced business intelligence.
Implementation and Results
The implementation of S2S integration and the reevaluation of native advertising strategies led to transformative outcomes within a short span:
- Tripled ROAS for Outbrain campaigns within just 14 days, indicating a dramatic improvement in targeting and learning algorithms.
- Native Ad Budget Tripled in one month, with improved profitability.
- Over 50% Reduction in misclassified or unknown revenue, leading to clear attribution and visibility of the customer journey.
- Significant Time Savings in management, allowing for more effective evaluation and strategic decision making.
Key Takeaways
This case study highlights the underestimated potential of native ads due to inadequate tracking capabilities of many existing tools:
- Enhanced data quality significantly improves algorithm performance, dramatically enhancing targeting capabilities.
- A complex customer journey requires sophisticated tracking to capture true user engagement and conversion paths.
Conclusion
Freiluftkind's collaboration with Admetrics not only overcame previous advertising challenges but also set a new benchmark for native advertising success. The strategic use of S2S integration proved essential in navigating the complexities of digital marketing, turning potential losses into significant gains.
Are you struggling with native ad tracking and performance? Start your Admetrics trial today to explore how our S2S integration solutions can revolutionize your advertising strategies and significantly boost your ROAS, just as we did for Freiluftkind.
