Parameterizing ad-ids is essential.
It is the only way Quantic Factory can build a capital of data for your shop. Without ad-ids, your data is not readable outside of Facebook. However, our goal is to make it possible for a third-party tool to assess the performance of Facebook ads. That is why we have to use ad identifiers that make ad-specific data available.
⚠ Read all about how to set up UTMs for Meta on this page.
Ad-Ids are the most precise, efficient and reliable way to allow our system to collect data from Facebook and to provide you with accurate media spending data, ad by ad.
If ad-ids are not set up, Quantic Factory is not able to categorize UTMs and therefore unable to gather cost data properly. That can lead to one giant “Otherpaidfacebook” campaign that picks up all media spending and makes attribution impossible.
Learn more about the “Otherpaidfacebook” issue on this page (coming soon).
So what happens if ad-ids are not set up properly?
Lots of issues and troubleshooting will appear:
It can generate data gaps
Some UTMs won’t be properly classified (they will most likely fall into the “Others” category), and the sum for the channel won’t match the sum of all campaign costs.
the ROAS calculation will be wrong
the Media Spending calculation will be wrong too
⚠ The primary value Quantic Factory brings is accurate sales attribution. So even if your UTMs are not parameterized as we recommend, you will still gain value from our attribution analysis. You won't, however, be able to get accurate "cost" data in our dashboards (ROAS and Media spending).