MEASUREMENT AND REPORTING
Make paid-media reports useful for the next decision
Make paid-media reports useful for the next decision
Make paid-media reports useful for the next decision
When ad platforms, analytics and sales reports tell different stories, it is difficult to know what to change. PHAR Focus helps your team define the measures, investigate the differences and review where the media budget is going.
When ad platforms, analytics and sales reports tell different stories, it is difficult to know what to change. PHAR Focus helps your team define the measures, investigate the differences and review where the media budget is going.
A USEFUL REVIEW
What changed?
What changed?
What could explain it?
What could explain it?
What needs a decision?
What needs a decision?
Keep the source, reporting period and open questions beside the recommendation.
START WITH THE BUSINESS QUESTION
Agree what counts before comparing performance
Agree what counts before comparing performance
Agree what counts before comparing performance
An enquiry, a qualified lead and a sale describe different stages. We work with your team to agree which actions matter, how they are recorded and which source to use for each decision.
An enquiry, a qualified lead and a sale describe different stages. We work with your team to agree which actions matter, how they are recorded and which source to use for each decision.
The action
The action
The action
Name the event being counted and any qualification criteria.
Name the event being counted and any qualification criteria.
The source
The source
The source
Record the reporting system, period and attribution window.
Record the reporting system, period and attribution window.
The business context
The business context
The business context
Keep market, currency and relevant campaign objectives visible.
Keep market, currency and relevant campaign objectives visible.
The decision
The decision
The decision
Explain how the measure will inform bidding, budget or follow-up.
Explain how the measure will inform bidding, budget or follow-up.
REPORTING DISCREPANCIES
Find out why the numbers disagree
Find out why the numbers disagree
Find out why the numbers disagree
We review conversion definitions, date ranges and attribution settings before treating a difference as a performance problem. We also check campaign naming, tracking parameters and known changes to the setup.
We review conversion definitions, date ranges and attribution settings before treating a difference as a performance problem. We also check campaign naming, tracking parameters and known changes to the setup.
Platforms can count and credit conversions differently. Some differences remain even when the setup is working. We explain those limits in the report so the team can make a decision without assuming every total should match.
Platforms can count and credit conversions differently. Some differences remain even when the setup is working. We explain those limits in the report so the team can make a decision without assuming every total should match.
BUDGET MONITORING
See where spend is heading
See where spend is heading
See where spend is heading
PHAR compares spend with agreed allocations and reviews the forecast for the rest of the period. Reports can bring market and channel views together while keeping currencies and objectives clear.
PHAR compares spend with agreed allocations and reviews the forecast for the rest of the period. Reports can bring market and channel views together while keeping currencies and objectives clear.
Recommendations identify the proposed change, its reason and who needs to approve it. Reporting does not give us authority to change budgets outside the agreed arrangement.
Recommendations identify the proposed change, its reason and who needs to approve it. Reporting does not give us authority to change budgets outside the agreed arrangement.
WORKING RESPONSIBILITIES
Agree the scope and the access
Agree the scope and the access
Agree the scope and the access
PHAR’s role
PHAR’s role
We review the agreed accounts and reports, flag issues that affect interpretation, and recommend campaign actions. Where specialist support is needed, we can coordinate with the wider PHAR team within the agreed scope.
We review the agreed accounts and reports, flag issues that affect interpretation, and recommend campaign actions. Where specialist support is needed, we can coordinate with the wider PHAR team within the agreed scope.
What we need from your team
What we need from your team
Your team provides authorised access, agreed business definitions and feedback on lead quality or sales where available. Website development, tracking implementation, data engineering and third-party licences are scoped separately when needed.
Your team provides authorised access, agreed business definitions and feedback on lead quality or sales where available. Website development, tracking implementation, data engineering and third-party licences are scoped separately when needed.
RELATED EXPERIENCE
Reporting across the SEEK Asia assignment
Reporting across the SEEK Asia assignment
Reporting across the SEEK Asia assignment
During the four-year engagement across Singapore, the Philippines and Thailand, an attribution-window change tested in Singapore was extended to the other two markets. The case study explains this work alongside examples of local campaign tests.
During the four-year engagement across Singapore, the Philippines and Thailand, an attribution-window change tested in Singapore was extended to the other two markets. The case study explains this work alongside examples of local campaign tests.
Before we start
Before we start
Before we start
Can you work with our existing reports?
Can you work with our existing reports?
Yes. We first review what your team already uses and agree which gaps need attention. A new dashboard is useful only if it helps answer a question your current reporting cannot.
Yes. We first review what your team already uses and agree which gaps need attention. A new dashboard is useful only if it helps answer a question your current reporting cannot.
Yes. We first review what your team already uses and agree which gaps need attention. A new dashboard is useful only if it helps answer a question your current reporting cannot.
What access will you need?
What access will you need?
That depends on the assignment. We agree the accounts, reports and permissions needed before work begins. Your team retains ownership of its systems and controls the access it grants.
That depends on the assignment. We agree the accounts, reports and permissions needed before work begins. Your team retains ownership of its systems and controls the access it grants.
That depends on the assignment. We agree the accounts, reports and permissions needed before work begins. Your team retains ownership of its systems and controls the access it grants.
Will this prove which advertising caused a sale?
Will this prove which advertising caused a sale?
Attribution assigns credit under a set of rules; it does not by itself establish causation. We explain what the available evidence supports and where further testing would be needed.
Attribution assigns credit under a set of rules; it does not by itself establish causation. We explain what the available evidence supports and where further testing would be needed.
Attribution assigns credit under a set of rules; it does not by itself establish causation. We explain what the available evidence supports and where further testing would be needed.
PAID-MEDIA QUIZ
Tell us what you need to understand
Tell us what you need to understand
Tell us what you need to understand
Answer a few questions about your current advertising and what you need help with.
Answer a few questions about your current advertising and what you need help with.