Connexity requires merchant partners to install both a first-party Shopping Pixel in addition to providing daily sales attribution data. Here is some information to help explain why it is useful to supply both types of data to optimize performance for your campaign.
A 1P Ecommerce Site Pixel
Scale Growth Opportunities - The Connexity Ecommerce Pixel enables a retailer's existing first-party data to scale growth opportunities. Marketing solutions that leverage a retailer’s own first-party data are becoming increasingly important as web browsers make incremental changes that further restrict the use of third-party cookies. The Connexity Ecommerce Pixel uses insight about how shoppers interact with your sight to target interest-based audiences in high-intent content.
Optimize Performance - The Connexity Ecommerce Pixel gathers intent signals critical to optimizing campaign performance. Real-time and accurate data captured by the tag are inputs into the Connexity Smart Pricing and placement optimization processes. These data are essential to ensure optimal performance, actionable insight and useful reporting.
Daily Sales Attribution Data
Be In the Driver's Seat - Don’t settle for performance benchmarked to someone else’s definition of attribution. Connexity anchors campaign optimization to your own attribution results as a source-of-truth
when measuring performance to goals.
Efficiently Win Placements - Merchant supplied attribution is a validation input that enables refined optimization of pricing down to the individual placement and SKU level. The result is more efficient wins of competitive traffic placements and better conversion rates to meet your cost of sale (COS) goals.
Why Both Data Inputs?
We use signals from both the Ecommerce Site Pixel and your daily sales attribution data together to validate our understanding of which clicks from Connexity are driving conversions and the valued of those conversions.
When you advertise on Connexity your product offers are displayed on a variety of traffic types that reach shoppers at many touch points in their buying journey - from discovery products in broad affiliate content, being influenced in social media, actively reviewing prices in product comparisons and searching for specific offers. Analytics platforms will show the referring URL, meaning traffic and conversions coming through our partner sites may not be attributed to the Connexity campaign. There are steps you can take to update your tracking. Tinuiti does a great job of detailing this on their blog post here. Google also offers an explanation in their Analytics documentation:https://support.google.com/analytics#topic=3544906
There is no universal standard for what counts as a click or valid traffic. Every tracking system and website will use different criteria for what counts as a valid click and each of your tracking methods will report this differently. For example, the Connexity interface will show only paid clicks. Any traffic that is invalidated on our back end and not charged for will not be counted in our interface. This means if your site was hit by a bot or a large source of invalid traffic and our system has filtered out those clicks the redirects will not show in Connexity's interface but may show on your other tracking.