The functionality of product performance management works above the connection between product information and product performance data from various sources. Consider the following graphic demonstrating the continuous cycle of connections:

The goal is to connect product information (which is stored in a product inventory) with the statistics from advertising and analytical assets connected to the market.

By connecting the asset to the market, the ROIH platform will start to receive and store data about product performance. But to get all available information, you need to have product performance statistics from all assets connected with the products that are kept in the product inventory.

This is accomplished by specifying to which of the inventory’s Product Hierarchy Levels each of the connected assets should be paired.

To learn more about product inventory and product hierarchy levels, read here: Integration: Product Inventory.

Each inventory has one to three special columns called Product Hierarchy Levels. These columns include product IDs from the inventory source feed and serve to pair product statistics and group the statistics of product variants together.

Each asset is separately paired with the statistics of the set Product Hierarchy Levels of the Product Inventory on the market. This is done by assigning the Product Hierarchy Level to the asset. Product Hierarchy Level can be assigned at various stages:

When connecting an asset to a market, it may be difficult to determine which Product Hierarchy Level should be connected to the asset. If Product Level is the only available choice, it is safe to select it.
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If the asset is connected on a market and the ROIH platform already downloaded its data, the match rate indicator will help to select the best level; select the Product Hierarchy Level with the highest match rate.

If there is no match rate indicator visible or it is not apparent which level to use, then please contact our Support team for help.

A connection between revenue and spend allows the ROIH platform to connect the revenue with the campaign that brought the traffic on the website. This gives the opportunity to filter out revenue generated only from Product Dynamic Ads, and allows the calculation of correct product ROAS. Additionally, it is possible to show the performance of the product across all campaigns in which it was showed.

There are two ways to connect revenue and spend:

Generally, automatic tracking is the best option for you since it is sustainable and works on the most granular level: a single ad. It works based on the URL parameters in the ads. The ID of the ad needs to be included in the utm_id (or utm_content). Then, when the revenue from Google Analytics or other sources is downloaded, the ID can be connected to all incoming revenue with the ad.

For ads created in the ROIH platform, the URL parameter utm_id = {{ad.id}} is automatically included. However, when a new ad is created outside of the ROIH platform (and this parameter is not added there manually) then the ROIH platform will not be able to connect the downloaded revenue with any ad, since the revenue is missing the ID in the URL parameter.

Manual tracking is a way to connect revenue with the respective campaign and specify whether revenue should be considered from static ads or from dynamic ads. This tool can be used if you have not started to use the automatic tracking yet, or will never use it at all. However, it is highly recommended that you use the automatic tracking because it will provide you with better results without the hassle of manual setup which needs to be repeated.

The biggest disadvantage here is that this setup is not sustainable, and if you are generating many new ads without the tracking URL parameters then it is necessary to come back to the setup page and repeat the setup process. In cases of mixed static and dynamic ads within one campaign, it is hard to set whether the revenue should be considered as static or dynamic since the manual setup is working on the campaign level. In these cases, there are several options in the setup (mark everything as dynamic, mark everything as static, or try to set it according to the majority), however it is important to consider that the numbers can therefore be a bit distorted.

Another option is to edit the ad and include tracking parameter so the automatic tracking will work. However, it is necessary to consider that the ad will go to the review and learning phase again.