Overview
This document will cover what the El Toro MatchBack Analysis is, the information required to perform the report, the process to request it, best practices, and frequently asked questions.
MatchBack Analysis
The El Toro MatchBack Analysis is a free reporting option that identifies conversions at a one-to-one level and simplifies calculating return on ad spend (ROAS) to understand the impact of your marketing budget.
Since El Toro matches IP addresses at the physical address level, we can provide unparalleled granularity in our reporting since we know exactly who is included in the target audience. This process is entirely cookie-free due to our patented IP matching algorithm; we simply need a file containing address data (address 1 and ZIP code) to match against the targeted audience. The turnaround time for processing these reports is five business days. The key results will be shared in a PowerPoint format, with the raw data from matched conversions attached to the presentation as a CSV.
What Do I Need to Run a MatchBack Analysis?
MatchBack Analysis reports are only available on B2C, Venue Replay, Digital New Movers, IP+, Digital Canvassing, and Custom target audiences.
The only requirements for performing a MatchBack Analysis are your leads or sales .CSV file containing the address 1 and ZIP code information. Other information can be included in this file if you would like to request tracking for specific metrics. For example, if you would like to include a business unit name or ID, we are able to break out conversions and attribute them to each business unit based on the information provided.
How to Upload Sales File for a MatchBack
MatchBack Analysis reports are requested through our Support Desk, either by emailing support@eltoro.com or through a support request from our portal.
Step 1: To submit a request through our portal, first, log into your organization and navigate to the “Need Help” tab located at the top right of the page. Select the “Submit Request” button and fill out the pop-up window with all the necessary information.
Step 2: When submitting a request through either support channel, please ensure that all relevant information is included, such as the order lines you would like included in the report, any specific metrics you are interested in, and the file we will be matching conversions against. Additionally, please ensure that the data contained in the provided file with address 1, ZIP5, and any other data is broken out into individual columns.
Step 3: Once you have submitted your request, you will receive confirmation from our support team that your request is being processed.
Best Practices
- El Toro recommends a “Halo Period” on new conversions to allow for the time it takes a consumer to convert on an offering after seeing digital ads for a period of time. The optimal halo period will change depending on the offering and industry, however, we recommend performing a Matchback Analysis within 90 to 120 days after the order line has ended.
- For every MatchBack Analysis we run, a personalized analysis is conducted by a member of our Ad Operations Department. Please be sure to include any context or specific metrics that would be helpful when performing this analysis, and our agents will do their best to tailor the analysis to meet your specific reporting needs.
FAQs
- Q: Does the MatchBack Analysis rely on cookie-based data?
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A: No, this process is entirely cookie free! Since El Toro has already matched your target audience at the household level, we simply need the file containing address information to match your target audience.
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- Q: Can you track conversions through a sales funnel?
- A: Yes, El Toro has the capability of tracking conversions through a sales funnel, as long as that funnel data is included in the provided file. For example, we could provide a breakdown of conversions through a funnel such as “appointments”, “proposals”, and “sales” to provide insight into how conversions are moving through the sales funnel.
Need Help?
To request support, follow the steps in the article below or contact us at support@eltoro.com and we’ll be happy to help.
Support Requests and Knowledge Base – El Toro Support Center
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