Different platforms, different data. Have you ever wondered where the sometimes drastic differences between the marketing data from the various marketing analytics platforms at your disposal come from? Why does one agency have such large data gaps compared to another?

The problem with this question is based on a very common mistake, which is trying to compare data sets that do not share the same scope. It’s like comparing tea towels and napkins—they simply aren’t comparable.

Before delving into the exploitation of your data, it is essential to understand the fundamental divergence that exists.

There are three dimensions in the monitoring process that can impact the final results and must be taken into account: tracking, platform, and reports.

Tracking: Collecting and Utilizing Marketing Data for Analysis and Optimization

Tracking is the first step in data acquisition for any tool and often the explanation for large discrepancies between two platforms. Common reasons for these deviations include:

Data Capture: One of the most common sources of discrepancies between tools is when data is not captured by one or the other. It may seem trivial, but overlooking these potential sources of discrepancy is easy when focusing on macroscopic figures.

Data Collection: Once you ensure that both tools are properly configured to capture the same information, it’s crucial to understand when and how they do it. Most tools use trackers (tags, pixels, etc.) to capture information, and it’s essential to ensure that the trackers have similar trigger rules for effective comparison.

Platforms: Leveraging Data Analytics and Data-Driven Marketing Strategies

Different platforms, such as media buying platforms (Google Ads, Facebook Business Manager, DCM, Criteo, etc.) and analytics tools (Wizaly, Google Analytics, Adobe, etc.), make choices regarding variable definitions, data storage, and retrieval. These differences can hinder direct platform-to-platform comparisons.

Definitions: Different platforms may have different definitions, leading to variations in metrics. For example, the term “visit” can have different meanings across platforms. Consult the definitions of metrics in the help section of your platforms before making comparisons.

Storage: Understanding data storage is crucial. Does the observed data undergo precalculation or recalculation with each modification? Can data be modified afterward, and will the changes appear in the final output? Platforms provide answers to these questions, allowing you to follow the data from capture to restitution.

Restitution: Platforms apply modifications to the data, making it important to understand the modifications made. Some modifications, such as deduplication of conversions and filtering of robots, bring results closer to reality, while others, like sampling and aggregation, may deviate from it.

Reports: Avoiding Incomparable Data and Harnessing All Sources of Marketing Statistics

The main reason for the differences between tools lies in the comparison exercise itself, which is often not based on comparable data. The following cases can distort comparisons:

Time Periods: Ensure you compare similar date periods. Consider time zone differences, ISO or US week numbering standards, and onboarding timeframes.

Definition of the Marketing Channel: Ensure the same definition is applied to the marketing channel on both platforms. Different interpretations of labels can lead to incomparable data.

Restitution of Platforms: Remember that platforms render what they see. If three tools manage the same marketing action on different levers, each tool registers its own touchpoints. Consequently, a single user visiting through multiple levers before conversion may result in multiple conversions being registered.

Comparing tools is a common exercise, providing reassurance when finding the same information on both sides. However, it’s important to recognize that the answer is not always straightforward. Two different values can both be right as long as we understand and can explain them.

Ready to unlock the full potential of your marketing data? Request a demo of Wizaly today and see how our powerful analytics platform can revolutionize your data-driven marketing strategies.