According to the newest Rakuten Marketing Insights Report, marketers relying solely on third-party analytics platforms are not realizing all earned Facebook revenue and could potentially be missing out on $4.7 million in lost attributable revenue.
In "The Facebook Measurement Divide," Rakuten Marketing analyzed client performances across Facebook advertising on desktop and mobile to determine consumer conversion rates. What was discovered is that Facebook revenue is largely underreported for marketers. Specifically, these discrepancies cost some marketers more than 192 percent of attributable revenue and return on ad spend for mobile campaigns.
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For desktop, the number was a lot lower, just 3 percent on average, between Facebook conversion tracking and third-party web analytics.
"The findings of this report highlight that marketers need to be diligent about gaining transparency into their performance measurement," said Tony Zito, CEO of Rakuten Marketing. "Innovation is affecting consumer behavior at a pace that does not allow for one-time attribution models that will accurately measure current and future marketing strategies. Our focus is to arm marketers with actionable insights that empower them to capitalize on the rapidly evolving landscape in which they compete."
Looking specifically at one client, Rakuten Marketing estimated that attributable revenue from Facebook could be as much as $4.7 million annually versus the $1.9 million reported through their third-party analytics.
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