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Measure "Brand" Revenue and ROAS from All Meta and TikTok Ads in Marathon

Introduction

In this article, we'll walk you through how to utilize Marathon's paid media optimization dashboard to measure brand revenue and return on ad spend (ROAS) from your Meta and TikTok ad campaigns effectively.

Accessing the Dashboard

To access the paid media optimization dashboard, navigate to the left sidebar and click on "Paid Media Optimization." You will be greeted with an overview of all your campaigns executed across both the Meta and TikTok platforms.

Campaign Overview

The dashboard displays critical details for each campaign, including:

  • Channel: The platform on which the campaigns are run.
  • Campaign Name: The name assigned to your advertising campaign.
  • Spend: The total expenditure for each campaign.

Marathon provides useful metrics that enhance your analysis:

  • 180-Day Brand Value: This metric indicates the future revenue generated from direct engagements with your campaigns over the past 180 days.
  • 180-Day Brand ROAS: From the same engagements, this metric reflects the return on ad spend.

These metrics allow you to assess the total potential revenue that can be generated from your campaigns based on brand engagements. Compared to the 7-Day Click Direct Response Revenue, which is sourced directly from Meta or TikTok, you have a comprehensive view of both short-term and long-term impacts of your ad spend.

Analyzing Your Data

You can add additional columns to analyze other important metrics like shares, likes, followers, comments, and saves to get a broader understanding of your campaign's performance. The dashboard also allows you to filter by platform, campaign names, spend amounts, and specific date ranges.

Use Case for Optimization

The primary focus when analyzing this data is to identify opportunities that expand the distribution of successful assets capable of generating profit over time. Because Marathon emphasizes building long-term, resilient revenue, we focus on maximizing the 180-Day Brand Value to ensure that assets are generating sustainable income.

Sorting the campaigns by 180-Day Brand Value can reveal opportunities for efficient scaling. For example, a campaign that spent only $ 700 yet generated a significant brand value presents a unique opportunity for budget amplification.

Finding balance is key—monitor the total brand value in relation to the direct response revenue. In our example, a total of $ 20,000 in brand value and $ 27,000 in click-based revenue shows a healthy balance, which promotes further growth in brand value and supports sustainable revenue generation.

Campaign Deeper Insights

For those wanting further insights, the dashboard allows you to click into individual ad sets and ads, providing direct attribution of brand value and ROAS, thereby helping you refine your ad strategies even further.

Conclusion

With the right focus and tools provided by Marathon, you can enhance your brand-building efforts, cultivate resilient revenue streams, and maintain a successful digital advertising strategy. Happy brand building!

Keywords

  • Marathon
  • Paid Media Optimization
  • Brand Value
  • Return on Ad Spend (ROAS)
  • Meta
  • TikTok
  • Campaign Overview
  • Engagement Metrics
  • Sustainable Revenue

FAQ

Q: How can I access the paid media optimization dashboard?
A: Navigate to the left sidebar of the Marathon interface and click on "Paid Media Optimization."

Q: What metrics does Marathon provide to track campaign performance?
A: Marathon provides several key metrics, including 180-Day Brand Value, 180-Day Brand ROAS, and 7-Day Click Direct Response Revenue.

Q: How can I find opportunities for expanding successful campaigns?
A: By sorting campaigns based on 180-Day Brand Value, you can identify those driving both long-term brand engagement and short-term revenue, allowing for intelligent budget scaling.

Q: What should I consider when balancing media spending?
A: Monitor the total Brand Value against Click-Based Revenue. A healthy balance indicates effective spending across both short and long-term revenue streams.

Q: Can I analyze individual ads and ad sets within the dashboard?
A: Yes! The dashboard allows you to click into specific ad sets and ads to view their performance with direct attribution of brand value and ROAS.

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