Optimize your digital marketing campaigns with algorithmic signals

November 25, 2024 | Mathieu Van de Velde, Associate Director - Marketing Consulting at The Reference

Blog

What are algorithmic signals and why do they matter?

Algorithmic signals are the data points that you send to advertising platforms such as Meta and Google when someone interacts with your online ads or website. These signals can include actions such as downloads, click-to-calls, form submissions, subscriptions, purchases and more. The more signals you send, the more information the platforms have to optimize your campaigns and deliver better results.

They matter because they help the platforms understand your audience, your goals and which visitors were relevant and valuable for your business. By sending as many signals as we can, we give the platforms as much data to work with as possible. We enable the platforms to use their artificial intelligence and machine learning capabilities to target the right people, at the right time, with the right message. This leads to higher conversion rates and an increased return on your advertising budgets.

How to send more algorithmic signals to advertising platforms?

There are several methods to send more algorithmic signals to advertising platforms, depending on your business model, your objectives, your marketing technology stack and your budget.

Here are some of the most common and effective methods:

1. Client-side Tracking

You have probably already implemented the Meta pixel on your website (which only tracks pageviews), but did you know that – depending on your business – you probably have another 10+ signals that you can push towards Meta? You can find the list for Meta here. The list for LinkedIn can be found here. Additionally, you can send values for each of these events to stress the importance of each (micro) conversion / event.

If all is well with your data strategy & implementation, you are probably already pushing a lot of these events towards Google Analytics, meaning there are triggers in your Google Tag Manager setup that can be reused to push the data to the different advertising platforms and it is a quick win. Of course, users visiting your website will need to accept 3rd party cookies to push this data to the different platforms.

2. Conversion API & Server-side Tracking

Conversion APIs and server-side tracking have several advantages over traditional methods of tracking conversions, such as cookies and pixels. They can help us overcome the limitations of browser policies, cross-device and cross-channel attribution, adblockers and data privacy regulations.

They can also provide you with more accurate and reliable data, as well as more flexibility and control over how you collect and process your data. With conversion APIs and server-side tracking, you can improve your data quality and your campaign performance.

Discover how to gain insights in a diversity of data sources

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How to get started with algorithmic signal optimization?

If you want to get started with algorithmic signal optimization, you need to have a clear understanding of

Your business goals
Your target audience
Your key performance indicators (KPIs) – ideally bundled in a KPI & measurement plan.

You also need to have a reliable and consistent way to collect, analyze, and report your data.

Conclusion

At The Reference, we have the expertise and the tools to help you leverage the power of algorithmic signals and boost your online advertising performance.

We can help you set up your conversion tracking, your call tracking, your offline conversion tracking, and your smart bidding strategies. We can also help you create engaging and relevant ads that resonate with your audience and drive them to take action.

Let's continue the conversation

Prepare for the future by optimizing your digital marketing with powerful algorithmic signals to enhance your ad performance and drive better conversions. We are excited to help you tackle your digital marketing challenges.

Let's talk

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