The problems with pixel-based tracking.
Have your ad reports been misleading you?
Surprise! if you have not hear about this!
Pixels are inaccurate
Your critical conversion data is corrupted by people accidentally triggering the pixel multiple times, the pixel failing to fire, and other technical issues. You can’t trust an inaccurate count.
Only a tally
With pixel counts, you don’t know the ultimate value of the purchase. It’s simply a total of how many times something happened. Without knowing revenue produced, you can’t know your ROI. Without knowing your ROI, you can’t accurately optimize your ads.
Limited to a slice of time
Pixel reporting looks at a thin slice of time and ignores long-term revenue — a critical part of the ROI equation. It doesn’t report on repeat purchases or subscription payments. You don’t know the lifetime value of the customers the ad is bringing you. This makes it impossible to tell an ad’s true contribution to your bottomline over time.
Taking credit where none is due
Pixels aren’t tracking all your marketing so they’re taking credit for conversions that were actually driven by email campaigns, other ad platforms, social media posts, etc. This can lead to overvaluing the ad and undervaluing other marketing.
Learn why Facebook Ads and Google Adwords reporting make it difficult to optimize your ad spend
Facebook and Google only have visibility into their ads. They aren’t able to see all the other marketing processes that you have in place. This means that, regardless of whether a conversion was driven by an email campaign you recently sent or a tweet your company posted, they’re going to take credit for the conversion if that customer saw an ad at any point in time in the last 28 days. A Facebook ad may not have been the first click or the last click, but it’s going to take full credit. This can lead to bloated conversion counts that can mislead you into thinking Facebook is more effective than it is. Meanwhile, you’ll undervalue your other marketing efforts.
Facebook and Google are in the business of selling advertising. It’s in their interest to take credit for as many conversions as possible. They’re not interested in giving you an accurate picture of how your advertising and marketing work together. This is why a multi-channel attribution solution like Wicked Reports is so important. Wicked Reports can see the big picture, how everything works together, and give attribution credit where it belongs giving you accurate, balanced insight into your marketing’s true performance. If a Facebook Ad drove the first click but an email campaign drove the conversion, Wicked Reports will show you that. This means you’ll know how your Facebook Ad, email marketing, and other marketing efforts are really performing. Only with that accurate data can you begin to effectively optimize your marketing and ad spend.