The VirtualAd Measurement Framework™
A 5 phased fully integrated system
Overview
The VirtualAd Measurement Framework™ is built to ensure data integrity and follows a comprehensive 5 phase system to ensure reliable data and reporting. The purpose of this framework is to align on growth objectives, establish confidence and transparency with how we are doing against those objectives and optimize your strategy for improved performance.
We use a mix of measurement technologies (third party and tools built in-house) to provide you a full integrated measurement system that conveniently gives you all of the insight you need at your fingertips. Without reliable data, businesses like yours cannot make calculated decisions. The VirtualAd Measurement Framework™ enables data driven decision making.
We work with the world’s best measurement solutions
Phase One
Data collection
1.1
Google Tag Manager
By implementing GTM, all of your tags will be organized in one central hub, without affecting your website source code.
1.2
Tags and Triggers
Tracking events are set up for all marketing channels and fire based on rules (a.k.a. triggers) that are defined
1.3
Tag Organization
Tags and triggers are organized into folders and follow simple-to-understand naming conventions
1.4
Data Verification
Detailed testing takes place to ensure tracking events are set up and firing accurately for all channels.
1.5
Tracking Implementation Report
A customized PDF report will be shared detailing all tracking events implemented including screenshots
1.6
Apple IOS and GA4 Implementation
Apple iOS requirements will be set up and GA4 will be optimized to provide an added layer of multi-channel insights
Phase Two
Goal setting
2.1
Goal alignment meeting
A 2 hour collaborative session to establish specific, measurable, attainable, relevant, time-based growth goals
2.2
Historical performance analysis
Multi channel conversion rate analysis is conducted to create accurate future performance forecasting scenarios
2.3
Revenue forecasting
A comprehensive revenue forecast is completed that takes into consideration growth goals and historical performance
2.4
Budget requirements
Our performance team will calculate the budget required per marketing channel to hit your growth goals
2.5
Seasonality planning
Revenue and budget forecasts take into account seasonality to ensure we adapt to high and low demand months
2.6
Channel mix
A comprehensive strategy that includes a breakdown of marketing channels required to hit your growth goals
Phase Three
Cross channel attribution
3.1
Custom UTM builder
Our data team will create a custom UTM builder defining multi-channel naming conventions for clean GA4 reporting
3.2
GA4 source testing
Our data and strategy team will conduct tests to ensure traffic source information is bucketed properly
3.3
Conversion goal testing
Conversion goal testing by traffic source will ensure results are accurately attributed by marketing channel
3.4
Referral source exclusions
Referral exclusions are fundamental to ensure conversion attribution is not allocated to unwanted referral sources
3.5
Cross domain tracking
Cross domain tracking implementation is crucial to ensure conversions are attributed to the correct originating source
3.6
Funnel visualization
Custom report in GA4 to visualize how users are graduating through your marketing funnel and how steps are performing
Phase Four
Conversion rate optimization
4.1
Graduation rate data collection
A custom funnel visualization report is set up in GA4 tracking user graduation across your marketing funnel
4.2
The VirtualAd Funnel Visualizer™
Your graduation rates are inputted into The VirtualAd Funnel Visualizer™ to monitor your marketing funnel performance
4.3
Hypothesis
Performance insights are analyzed and a testing hypothesis is created to improve underperforming steps
4.4
A/B Test
Landing page variations are developed and tested against control pages with the goal of improving graduation rate
4.5
Report
A/B test result are reported in your custom VirtualAd real-time reporting dashboard and the losing page is paused
4.6
Repeat
A new hypothesis is created and test is implemented - this process is repeated until optimal performance is achieved
Phase Five
Real time reporting
5.1
Custom VirtualAd dashboard
Your custom VirtualAd dashboard is designed to showcase the metrics you care about in real-time
5.2
Multi channel integrations
Your VirtualAd dashboard integrates with all major marketing platforms and will display performance across all channels
5.3
Mobile app
You can download the VirtualAd reporting app to access your marketing performance data on-to-go
5.4
Monthly PDF breakdowns
Each month, you will receive custom PDF reports telling a detailed story about your results and how to interpret them
5.5
Personalized emails
Each month, you will receive a personalized reporting email that includes your PDF report and additional monthly insights
5.6
Performance meetings
At any point, you can book a 15-minute video call with your campaign manager to review performance results
Benefits of The VirtualAd Measurement Framework™
The VirtualAd Measurement Framework™ enables the VirtualAd team to drive higher performance for your business and bring you transparent campaign results to your fingertips.
PERFORMANCE BENEFITS
Target High Value Audiences
Find users online who are most likely to become investors based on first party data collected via custom event setup and .csv data feeds
Stronger Platform Algorithm
Improve ad platform optimization algorithm by sharing first party data via custom event triggers and data feeds
In Depth Optimization
Optimize towards event triggers based on which consideration phase users are in and share audience data across multiple platforms
Advanced Bidding Tactics
Restrict campaign spending based on hitting minimum performance metrics and test advanced bidding tactics to reduce conversion costs
REPORTING BENEFITS
Multi-Channel Analysis
Analyze cross channel performance using Google Analytics as your unbiased representation of platform performance
Centralized Reporting
See all of your key metrics in one place for easier comparison and without logging into multiple platforms on a frequent basis
Customized Dashboard
Custom marketing dashboard showcasing account performance, goals, channel breakdowns, and useful insights
Collaboration
Monthly meetings to discuss results, progress towards investor targets, previous month’s optimizations, and alignment next month’s focus items
Sample Implementation Deliverables
Pixel Implementation
Calendly Integrations
GA4 Implementation
Pre-Scheduled Meetings
Custom Events
Custom Audiences
Google Tag Manager
Reporting & Commentary
Apple iOS Requirements
Audience Exclusions
Reporting Dashboard
Custom UTM Builder
High Value Events
Audience Segmentation
CRM Integration
Goal Forecasting by Channel
Data Layer Triggering
Cross Platform Data Sharing
Collaborate on Lead Quality
Budget Allocation Mix
Tag and Trigger Organization
Funnel Visualization
Screenshots of Implementation
Cross Domain Client ID Transfer
....and more
