Rakuten Marketing Insights Reveals Facebook Ad Campaign Discrepancies; Marketers Missing Mobile Ad Revenues

Rakuten Marketing, a leading technology company that enables brands to thrive and profit through digital marketing, today released The Facebook Measurement Divide, its newest Rakuten Marketing Insights Report. The report finds marketers relying solely on third-party analytics platforms are not realizing all earned Facebook revenue and potentially missing as much as $4.7 million annually in lost attributable revenue. In this latest research, Rakuten Marketing analyzed client campaign performance across Facebook advertising on desktop and mobile over a four-week period to determine consumer conversion performance. According to the report, Facebook conversion tracking compared to marketers' third-party analytics reporting showed attributable revenue on Facebook is largely underreported for marketers. Conversion discrepancies cost some marketers more than 192 percent in attributable revenue and return on ad spend (ROAS) for their mobile campaigns. While a discrepancy between Facebook conversion tracking and third-party web analytics also exists for desktop campaigns, it is significantly lower, 3 percent on average, indicating cross-device identification as the primary cause. According to the report, these discrepancies are meaningful. For one client in the study, Rakuten Marketing estimated attributable revenue from Facebook could be as much as $4.7 million annually versus the $1.9 million reported through their third-party analytics.