Data back to your ad platforms
Google and Meta optimise on what you tell them. We give them more than a revenue figure: your margins, your returns and your best customers.
Your ad platforms see a purchase and an amount. They don't see that some of those orders come back, that some products barely make a margin, or that a customer has been buying from you for years. So they bid on revenue, even when that revenue earns you little.
What we do
We take that data from your own systems, preferably from your data warehouse, and send it to your ad platforms every day. Only for customers who gave consent, and hashed, so Google and Meta never get a readable email address.
What we send back:
- Audiences from an RFM analysis: your customers grouped by how recently, how often and how much they bought, as lists for Customer Match in Google Ads and Custom Audiences in Meta. For example your best customers, customers who haven't bought in a while, or recent buyers to exclude.
- Profit margins: the margin per order as conversion value, so you bid on profit instead of revenue.
- Returns: orders that come back are subtracted from your conversions afterwards.
- Labels in Merchant Center: products grouped by margin, returns or how well they sell, so you can structure your Shopping and Performance Max campaigns around them.
“Excellent service and perfectly configured server-side tracking Freek from New North Digital set up the complete server-side tracking for Victoria Valenza in Stape and Google Tag Manager, and I am extremely pleased with the result. The implementation was executed correctly down to the last detail, clearly explained, and fully tailored to my setup. Since the optimization, my tracking has become noticeably more accurate and consistent. The data quality has significantly improved, allowing Meta and Google to optimize much better—resulting in a significantly higher ROAS on my campaigns. In short: professional, knowledgeable, and highly effective. Highly recommended if you seriously want to improve your tracking and advertising performance.”
Gert Jan GombertVictoria Valenza01 / 03
What you get
Each additional signal is quoted separately.
How it works
Choose
We look at which signals do most for your campaigns, and which data is ready for them.
Connect
We connect your source to your ad platforms and first run a test in which nothing is sent yet.
Live
DailyThe connection runs every day. We see whether the platforms accept everything and how many customers they recognise.
Frequently asked questions
Do I need a data warehouse?
For audiences, margins and returns it works best with a warehouse, because your data already comes together there. Without one, we look at what can come straight from your shop.
Can I send customer data to Google and Meta?
Only for customers who gave consent. We filter on the consent you record and show you which one. Whether that consent is legally enough is something to check with your own lawyer.
How soon will I see an effect?
You can use audiences in your campaigns right away. If you change the conversion value, a bid strategy needs a few weeks to relearn.
What about leads that become customers?
Those are offline conversions: the leads in your CRM that became customers, sent back to your ad platforms.
Do you run my campaigns too?
No. We take care of the signals and the audiences, and your own team or your agency puts them to work.
Want your campaigns to bid on profit?
Is what your ad platforms receive right now correct?
An audit shows whether your conversions are right, before you send them more.