What is a Smart Alert?

Adloop has developed algorithms for detecting anomalies within campaigns. Smart Alerts are a way for marketers to be informed of trends and react more quickly than if they had to see the problem in reports.

There are two types of Smart Alerts: Budget to detect abnormal variations in media budget within a channel, and Recap to identify points of attention on paid channels.

Do I need to configure Smart Alerts?

As soon as you connect a data source, you are automatically registered for Smart Alerts in a default configuration. You can subsequently unsubscribe from Smart Alerts, or edit a few configuration options, such as alert sensitivity or the type of data analyzed.

How will I receive Smart Alerts?

By default, we use e-mail, but you can also add connections to corporate messengers like Slack or Teams.

What's the difference between Smart Alert Budget and Recap?

Smart Alert Budget detects significant variations in the media budget within a channel, and analyzes the relative variation of key indicators to identify anomalies. For example, if your meta budget increases by 50% from one day to the next, you will be notified of an abnormal variation, while at the same time your conversions drop by 25%, this anomaly will also be noted. Analyses are carried out every day on the basis of the variation in relation to the previous day and the last 7 days.

The Smart Alert Recap provides a weekly or monthly assessment of all paid channels through variations in budget and reference KPIs at each level of the conversion funnel (Traffic, Engagement, Conversion). Abnormal variations are detected and notified to marketers, who can then react immediately to agencies or channel managers without having to analyze reports.

What is alert sensitivity?

It's the threshold at which the algorithm detects abnormal variations and anomalies. There are 3 sensitivity thresholds available:

• Medium (default): medium-sized variations will be detected (+/- 25%)

• High: weaker variations will be detected (+/- 15%)

• Low: only strong variations will be detected (+/- 40%)

Can I send Smart Alerts to my own agency? Or if I have several agencies in charge of different channels?

Only Budget Smart Alerts can be sent by marketing channel. For these you can define specific recipients for each channel.

What attribution models do you offer?

Through API connectors to advertising and analytics platforms, you can access models calculated by the platforms themselves.

In Adloop's attribution model, we offer the following models: First-Click Last-Click Linear Increasing Decreasing Data-driven Adloop model (to be configured)

How does your Data-Driven model work?

Adloop's Data-Driven model is a highly sophisticated model based on behavioral analysis. We use user behavior (materialized by actions on the site such as adding a product to the shopping cart or signing up for a newsletter), visit depth and time spent on pages to measure the importance of each touchpoint in a conversion path. The analysis carried out by our self-learning algorithms results in a percentage contribution from each touchpoint in the path, which is applied to the assigned metric we're trying to measure.

For example: Let's take a channel with 3 touchpoints resulting in a purchase of €500: Google Ads > Meta > Email (Conversion): The visitor is new to Google Ads and visits the site in depth (10 pages viewed, including 5 product sheets, 2 additions to basket). Returns 2 days later via a Meta ad, but leaves immediately (bounce) He converts a few hours later via a promotional e-mail, taking back his already-formed basket. In this example, the Google Ads visit is highly engaging compared to the other two, and it's likely that the customer has almost made up his mind by now. The Meta visit is anecdotal, and the email visit validates a choice already made (basket taken from the Google Ads session). The Data-Driven Adloop model will propose a breakdown of contributions: Google Ads 75% (€375 revenue) > Meta 1% (€5 revenue) > Email 24% (€120 revenue).

Can I compare attribution models?

Yes, each attributed metric is linked to a model and available in the metric selector. You can select as many attributed metrics as you like in a report to compare them with each other.

For example, you can compare the number of Conversions of the Last Click model vs. the Data Driven model of Adloop. Or even display at the same time for your Search campaigns: the Revenue reported by Google Ads, the one indicated by Google Analytics and the one calculated by Adloop's Data-driven model.

Do you measure the contribution of each level?

Yes, all models calculate the contribution of each touchpoint (with the exception of the First Click or Last Click models, which attribute 100% of the conversion to one or the other).

Is the attribution also done at campaign level? or in terms of granularity?

Adloop collects information at the most granular level (keyword, creative, affiliate, etc.), so you have access to the entire campaign hierarchy present in the advertising platform: channel, campaign, ad group, keyword/creative/affiliate, etc.

Can I see conversion paths?

Yes, you can in the tool via two reports: Transaction ID, which details the path of every transaction that has taken place on the site, with extensive information on each touchpoint (time, device, ad, contribution). Path explorer, which shows you the most frequent conversion paths, at both channel and campaign level.

Where can I see the contribution of my channels?

This information is available in several of our reports, but the best way to analyze it is by using our table report using Data-Driven conversions and revenue metrics.

Do you offer a different traffic metric from advertising platforms?

Yes, we measure clicks arriving on your site, which differs from clicks measured by platforms (false clicks, users leaving the page directly, etc.) and Analytics sessions. Arrived clicks give you a finer, more transparent measure of traffic to your site.

Do you measure engagement in addition to conversions?

Yes, we offer a measure of engagement independent of conversions: useful clicks. These are defined directly by the user, using micro-conversions tracked on the site; by default, we offer two page views, including one product page. This enables us to measure the proportion of traffic that generates user engagement, which we believe is just as important a performance indicator as profitability.

Can I connect Data Studio / Looker Studio?

Yes, Adloop has Google Data Studio or Looker Studio connectors. All dimensions and metrics available in Adloop are then made available in the Looker Studio instance to build your reports and dashboards.

How do I connect a BI tool or a specific datawarehouse?

These applications require specific configuration, so contact our support team to check compatibility with the desired application and open the connection.

Can you send raw data (total conversion strings)?

Yes, in CSV format. Please contact our support team to activate the feed.

Can you explain your business model?

Adloop is a subscription-based SaaS application. We offer 3 subscription packages: Start for advertisers with relatively small budgets, Scale for medium to large advertisers and Enterprise for advertisers of all sizes wishing to implement digital media optimization tactics.

What is your pricing based on? What happens if my spend varies from month to month?

Pricing is based on your monthly media spend. When you subscribe, you choose a package based on the maximum monthly amount you expect to spend, and this determines the price level of the Adloop subscription.

If your spending increases over the course of the year and exceeds the chosen spending threshold, you will be asked to readjust the package.

What kind of consulting services do you provide? Is there a charge?

A team of Customer Success Managers is at your disposal to help you discover the solution.

Technical support is always free of charge. By technical support we mean any malfunctions or bugs you may encounter when using the solution.

Personalized consulting is subject to a fixed hourly fee that you can subscribe to. Depending on the package you choose, a part of the service is included in the fixed price you pay.

What's the difference between dashboards and reports?

A dashboard is a set of graphs or tables displaying data graphically and synthetically. They are generally used to present information in a visual and synthetic way.

Reports provide access to a much greater level of detail (down to the keyword or creative level). There are two standard types of report: tables and graphs, and three types dedicated to attribution (Transaction ID, Path Explorer and Channel Affinity).

What types of graphs are included in the dashboards?

We offer Line/Bar/Area graphs and pie charts.

How long does it take to load dashboards or reports?

Loading time is variable and depends on the amount of data in your reports. Generally, it takes just a few seconds to display your data, but for complex dashboards, it can take 15 or 20 seconds.

However, as the data is stored in a database integrated into your Adloop workspace, data access time is as fast as possible, and you'll never experience loading errors or incomplete data as you may encounter with applications that don't store data, such as Looker Studio or even Excel by a source aggregator like Supermetrics...

Can I share dashboards with people who don't have access to Adloop?

Yes, any Adloop report can be shared externally via a unique (perma-)link, and is password-protected for added security given the sensitivity of the data.

Recipients of dashboards and reports shared in this way cannot modify the reports: they can neither add data nor change the period viewed.

Can I open or remove accesses myself?

Yes, of course, if you are the administrator of the space, you can open accesses to other users and manage existing accesses directly from the interface.

Is it possible to limit access to a single channel?

No, this is not currently possible. You can, however, share a report in filtered public mode on a specific channel, or set up filtered exports.

Can I compare attribution models in reports?

Yes, each assigned metric is linked to a template and available in the metric selector. You can select as many attributed metrics as you like in a report to compare them with each other.

For example, you can compare the number of Conversions of the Last Click model vs. the Data Driven model of Adloop. Or even display at the same time for your Search campaigns: the Revenue reported by Google Ads, the one indicated by Google Analytics and the one calculated by Adloop's Data-driven model.

Can I compare several periods in my reports?

It is possible to compare periods in several of our reports: table and dashboard. However, the graphical and attribution reports can only display a single period. To activate period comparison in a report, simply activate the comparison in the date selector.

Do you standardize metrics and dimensions?

Yes, we do. We aggregate identical source metrics and dimensions under common metrics and dimensions. For example, under our normalized "Ad Spend" metric, we aggregate all the "Ad Spend" metrics from the various data sources that report this metric (Google Search Ad Spend, Meta Ad Spend, Google Shopping Ad Spend etc.). Similarly, we aggregate "Google Search keyword" and "Bing Search keyword" values under the standardized "SEA keyword" dimension.

Can I create my own metrics?

Yes, custom metrics are available in Adloop in two ways: Either it's a metric created in your advertising platform (such as Google Ads, Meta Ads or Google Analytics), in which case you'll be able to select it in the API connector of the application in question. Or you want to create your own metrics from those already available, and you can use our 'calculated metrics' system to create new metrics according to your needs.

Can I see my different conversions (leads, subscriptions, etc.) in the reports?

Yes, as soon as a conversion is tracked in one of your advertising or analytics platforms, it can be imported into Adloop.

What if I'm using an advertising platform that doesn't exist in your list of connectors?

If an API is available, we can develop the connector so that you can benefit from it. Feasibility and timeframe are to be determined by the technical team.

If no API is available, you can use our universal connector (Custom Data Source) to import any type of data from an Excel sheet or CSV, either as a single import or as a regular automated import (via email or FTP).

I have specific internal sources (CRM, transactional database, proprietary tracking). Can I supply them to you?

Yes, you can use our universal connector (Custom Data Source) to import any type of data from an Excel or CSV sheet, either as a single import or as a regular automated import (via email or FTP).

If I want to import data manually, such as agency fees or tool costs, how do I go about it?

Our universal connector (Custom Data Source) enables you to import any type of data from an Excel sheet or CSV, either as a single import or as an automated regular import (via email or FTP).

What depth of history from a data source is imported for each connector? Is it possible to have several years of history?

After connecting the data source, Adloop downloads one year's data history. You can request more history from customer support.

On the other hand, attribution only starts generating data once the collection script has been activated.

How often is the data updated?

This depends on the type of connector.

Advertising platforms are updated every 3 hours. Analytics platforms 2 times a day and Attribution 1 time a day (in the morning before 10am).

Custom data sources are updated as soon as the data file is received.

Can I connect several advertising accounts from the same platform?

Yes, you can connect as many accounts as you like for each connector.

Some commercial offers limit the number of connectors you can connect, so don't hesitate to increase your subscription.

I have an advertising account that covers several countries, but I only want to import campaigns from one country. How can I do this?

Each advertising connector provides filtering systems that allow you to choose the scope of data to be imported, either by selecting one or more countries when permitted by the API (e.g. Facebook), or by specifying campaign naming elements.

How do tracking templates work?

Tracking templates enable us to link data from advertising platforms (spend, ad names) with attributed data (conversions, revenue), automatically, thanks to code added to the ad destination URL.

How do I set up tracking templates?

For most platforms, all you need to do is copy and paste the channel-specific code into the right place in the ad platform. Codes and specificities vary from platform to platform, and sometimes even from campaign to campaign (Search, Shopping...) within the same platform. Since most codes are dynamic, implementation is very quick and easy.

Do you have tracking templates for all data sources?

Yes and no. We have dynamic tracking templates for most major platforms. However, some platforms don't support macros. In this case, the tracking template has to be filled in manually, or the matching function in Adloop can be used. Both solutions are more complicated to set up.

If I forget to set up a tracking template for my new campaign, is it possible to retrieve the data after the fact?

No, data that hasn't been tracked correctly can't be recovered retrospectively. That's why it's essential to ensure that the tracking template is correctly set up.

• Data Sources

• Reporting

• Attribution

• Smart Alerts

• Data Destinations

• Cookie Consent

• Business Model

• Tracking Templates

Does Adloop require consent for cookies?

Yes and No.

Yes, cookie consent is required when the Attribution module is activated. Attribution consists in reconstructing users' conversion paths to measure the influence of each touchpoint, and a user ID is required for the system to function correctly. The cookie deposited by Adloop is completely anonymous and Adloop does not collect any personal information, however the RGPD requires informed consent from the user.

No. If you don't activate Attribution, no consent is required but many of Adloop's features remain available and operated on the basis of data from advertising platforms. Including Smart Alerts or Smart Recos. However, metrics will be less platform-independent and conversions duplicated without attribution.

How does tracking work via an Analytics application?

Adloop uses your Analytics applications to collect user behavioral data. To achieve this, we'll use custom dimensions that you create in your Analytics for Adloop's purposes, and you'll connect your Analytics to Adloop to allow us to retrieve the data. Step-by-step instructions are provided in the Attribution module, and our support team will assist you throughout the set-up.