Our Approach to Paid Social

We have found paid social channels to exaggerate their own performance through excessively generous attribution models, causing clients to overspend for orders that are also influenced by other paid channels. Our approach to paid social ad optimization focuses on creating incremental value for our clients. This means generating new business, not cannibalizing existing sales.

  • Evaluation of Channels (Facebook, Pinterest, Instagram, LinkedIn)
  • Flexible KPIs - Brand Awareness, Customer Acquisition, Lead Generation or Engagement
  • Creative Testing Including Carousel, Traditional & Dynamic Product Ads
  • Device & Placement Optimization
  • Profit-Driven Bid Management
  • CRM/Marketing Database Integration


Our Paid Social Strategy

Utilizing multiple attribution models for measuring performance is critical for upper funnel channels such as paid social. Combined with margin-based bidding, we are able to increase the scale and profitability of these channels.


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Attribution, Measurement & Reporting

Omnitail is a mission-driven organization, not only dedicated to providing exceptional quality and sophisticated analysis and reporting, but also to raising the industry benchmark for agency accountability. We aim to exceed performance expectations by taking a highly segmented approach to measurement.

We believe in the expression “averages are lies.” Therefore we constantly monitor and report on performance in isolated components, beginning with the segmentation of branded and non-branded channel performance. Our measurement and reporting capabilities meet the needs of the most sophisticated analysts, managers and executives in the industry. Many benefits come with being an Omnitail client, including:

Multi-attribution reporting

We work with you to establish a minimum of two attribution models to be used for reporting: one used to assign credit, and the other to inform decision making.

SEO/SEM overlap analysis

We segment search engine marketing (SEM) initiatives that drive incremental sales from those that cannibalize sales from organic search.

Budgeting and forecasting

We work with internal stakeholders to provide accurate budgets and forecasts of future channel performance.

Customizable, detailed reporting and dashboards

We tailor our reporting to meet your business objectives and to resonate with their audience. Analysts, managers and executives have different expectations for reporting, so we work to produce reporting that meets the needs of all stakeholders.

Business Intelligence

By integrating with your marketing database, we combine web analytics data with customer data in order to gain a better understanding of the true business impact of marketing initiatives.

Vendor analysis

We help you understand which vendors tend to cannibalize sales and which deserve additional credit.


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