🚀Get your first sales attributed to the right campaign

Comeback and get the right insights sooner than your peers

A helicopter view of Omega Attribution Report

Who is this for? Anyone who has been tired of waiting for Facebook to show you which ads got the sales in the Ads Manager, can’t stand delay or inaccurate attribution to the campaigns.

📗1. How does Omega Ads Attribution Report work?

💡Your job: it’s super simple. All you need is to put our UTM string to the UTM parameter box at the ad level and set up everything else as you normally do. The string acts as a tag for the ad.

💡Two Owls' job: break down the values we see in the links when your visitors first land on your site from the ads and tie the actions (events) they take to the right campaign, ad sets, and ads.

📗2. Step-by-step instruction

Step 1: Copy Two Owls' UTM string to put into your ad

utm_source=facebook&utm_medium={{placement}}&utm_content={{ad.name}}&utm_campaign={{campaign.name}}&ad_name={{ad.name}}&adset_name={{adset.name}}&omega_utm_source=facebook&omega_utm_medium={{placement}}&omega_utm_content={{ad.name}}&omega_utm_campaign={{campaign.name}}&omega_ad_name={{ad.name}}&omega_adset_name={{adset.name}}

Step 2: Put Two Owls' UTM string to your ads

Step 3: View the in-app attribution reports

Timely + accurate attribution: Know which ads/ad sets/campaigns got the sales (purchases) and other higher funnel events (page views, add to carts, initiate checkouts). You can filter back for as far as 60 days.

Top product performance: Understand which top products your ads attract the most sales of, and which ads those sales came from.

See all orders coming from ads: you’ll be able to view a list of orders and the campaign they came from. There’s also a clickable link that leads you to the order detail in Shopify Admin

FAQs

What if I have already got my UTM string pre-defined?

First, take a look at the structure of a UTM key-value pair: utm_campaign={{campaign.id}} (just for example)

The utm_campaign is the key and campaign.id is the value that will populate the key once generated.

Each platform has their own way of looking at these keys and find the value associated with it. So technically you can combine both strings with an ampersand (&) like this:

your_utm={{your.value}}&omega_utm={{omega.value}}

As long as your UTM strings don’t share any key with our string, you’re fine!

What if my UTM string already share some keys with Omega's?

If you're current string contains any of these 5 keys: utm_source utm_medium utm_campaign ad_name adset_name

You should consider what value you would want to prioritize for each key.

Example: Your current utm_campaign is populated with {{campaign.id}} while Omega's is mapped with {{campaign.name}}

Here you'll have to pick one. You could technically keep both by connecting the keys with a ampersand (&) like this:

utm_campaign={{campaign.id}}&utm_campaign={{campaign.name}}

But note that Omega will read the value that comes first and discard the second. So in Omega dashboard you'll see campaign IDs.

What attribution window & model does Two Owls follow?

Our attribution report is following this:

• 14-day click attribution window: Your prospect doesn't have to make the purchase the first time around. If they complete payment within 14 days from the last ad click, you'll get to see the result attributed to the last ad they clicked onto.

• Last-click attribution model: conversion events are attributed to the last ads they interact with.

👉Please be noted that Omega only detects clicks, not view impressions (only Facebook owns this on-platform data)

Why is my Facebook Ads Manager (AM) is still reporting much fewer purchases than Two Owls'?

Well, that's why we came up with the Omega Attribution Report in the first place.

Facebook AM delayed reporting will become a new normal, especially post IOS 14. You should expect a 3-day delay in AM reporting.

Note that this feature doesn't change how events are sent to Facebook, so everything is operating as usual, except you'll be able to get insight faster in Omega's report.

This also means Omega report won't mess up with your AM report by any chance.

Does Two Owls Attribution Report work with a browser pixel?

Unfortunately not. You'll have to enable Conversion API for your pixel to be able to see the result in Omega Ads Attribution report.

How does Two Owls report help me at all if my AM report is still delayed?

It is never fun having to see your Campaign results looking worse than they actually are.

But it's not uncommon that our users have to expect a 3-day lag before results show up in the AM.

Say you have a sale from FB ad today (you can tell that from Shopify conversion detail), when you go over to the FB AM and filter for today, all you see is 0 purchase.

Omega Attribution Report will fix the wait. You see results in real time.

With this, you'll be able to decide which campaign to scale soon enough, even when AM hasn't figured out which one is performing.

Does Two Owls show any metrics such as Spends, CPM, CPC, etc.?

As of now, Omega hasn't offered these metrics just yet.

Those are on-platform metrics, meaning they're owned by Facebook. And these won't be delayed because of IOS 14.

Conversion data like revenue, ROAS, CPA which depends on Facebook being able to match the conversion events to the users who click on ads will experience much delay. We haven't offered these metrics either but definitely consider that. Let us know!

For the event part, we prides ourselves in sending the best data possible to Facebook to minimize the delay.

For the reporting part, Omega Attribution report is meant to help you see result sooner without complex Google Analytics set up.

🎓Congrats! Now you have equipped yourself with enough knowledge to make better and faster decisions. Let's scale the good ads and kill the bad!

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