Why You Need Your Own Source of Truth

In this blog post, we will discuss the top 3 reasons why an e-commerce advertiser needs a superior source of truth for their advertising performance data instead of relying on Google and Meta.

1. Inaccurate data: One of the main reasons why an e-commerce advertiser needs a superior source of truth is because data from Google or Meta can be inaccurate. This is because Google and Meta’s data only provides a limited view of the customer journey, and they may not capture all the necessary data points. For example, Google Analytics only tracks data on users who have cookies enabled, which means that it will not capture data on users who have blocked cookies. Additionally, data from Google or Meta may not account for offline conversions, such as phone orders or in-store purchases, which can impact the accuracy of your performance data.
2. ‍Limited visibility: Another reason why an e-commerce advertiser needs a superior source of truth is that data from Google or Meta may not provide complete visibility into the customer journey. For example, data from Google Analytics only tracks data on users who have visited your website, and it may not capture data on users who have interacted with your brand through other channels, such as social media or email. Additionally, data from Google or Meta may not provide information on users who have abandoned their shopping cart, which can make it difficult to understand why they did not complete their purchase.
3. ‍Lack of context: Finally, data from Google or Meta may not provide enough context to understand the performance of your advertising campaigns. For example, data from Google Ads may provide information on the number of clicks and conversions, but it may not provide information on the user demographics or purchase history, which can make it difficult to understand the audience that is most likely to convert. Additionally, data from Google or Meta may not provide information on how users are interacting with your website, such as how long they spend on a page or which products they view, which can make it difficult to understand the user experience.

Relying solely on data from Google or Meta may not provide a complete and accurate picture of your advertising performance.