Post-view analytics for VK: how to create an analogue of Facebook* attribution in VKontakte and ensure the effectiveness
Posted: Tue Feb 18, 2025 8:10 am
Head of Targeted Advertising GroupJulia BushmakinaHead of BI/DWH DepartmentAlexander MorinSenior
Targeted Advertising SpecialistMagomed Timaevreading time - 5 minutesJuly 2023
Post-view analysis works effectively for the benefit of conversions and advertisers. But the departure of placement sites can have a painful impact on the indicators if the usual tools are not enough. Senior specialist in targeted advertising Magomed Timaev, head of the targeted advertising group Yulia Bushmakina and head of the BI/DWH department Alexander Morin told us how ArrowMedia created special reports that became an analogue of the attribution of the departed sites.
We actively used audience segments from the client's CRM database in targeted advertising:
"brand loyalists";
"sleeping" (those who have not purchased for more than 60 days), etc.
And on Facebook*, such promotion was quite effective philippines mobile database taking into account post-view analysis of transactions, since the functionality was built into the advertising account and its use was honed over the years on various segments. But in 2022, we all lost the ability to launch advertising on some sites, and, accordingly, lost this part of the working toolkit.
Similar campaigns for audience segments from the CRM database in VKontakte did not provide the same results. With the right settings for dynamic remarketing, you can maintain the effectiveness of promotion in those segments where the audience is already familiar with the brand. But with advertising aimed at new users, problems began. According to LNDC attribution indicators, the growth of CPO in VKontakte did not differ much from the results from Facebook*, but it was critical for the client. To evaluate the effectiveness of the campaigns, we needed the same high-quality report on post-view data that we are used to in the Facebook* personal account.
We decided to create an analogue of Facebook* attribution on our side, because we shouldn’t expect such a report from the platform in the near future: VK has only just started moving in this direction, and we need to develop campaigns for a new audience right now.
Targeted Advertising SpecialistMagomed Timaevreading time - 5 minutesJuly 2023
Post-view analysis works effectively for the benefit of conversions and advertisers. But the departure of placement sites can have a painful impact on the indicators if the usual tools are not enough. Senior specialist in targeted advertising Magomed Timaev, head of the targeted advertising group Yulia Bushmakina and head of the BI/DWH department Alexander Morin told us how ArrowMedia created special reports that became an analogue of the attribution of the departed sites.
We actively used audience segments from the client's CRM database in targeted advertising:
"brand loyalists";
"sleeping" (those who have not purchased for more than 60 days), etc.
And on Facebook*, such promotion was quite effective philippines mobile database taking into account post-view analysis of transactions, since the functionality was built into the advertising account and its use was honed over the years on various segments. But in 2022, we all lost the ability to launch advertising on some sites, and, accordingly, lost this part of the working toolkit.
Similar campaigns for audience segments from the CRM database in VKontakte did not provide the same results. With the right settings for dynamic remarketing, you can maintain the effectiveness of promotion in those segments where the audience is already familiar with the brand. But with advertising aimed at new users, problems began. According to LNDC attribution indicators, the growth of CPO in VKontakte did not differ much from the results from Facebook*, but it was critical for the client. To evaluate the effectiveness of the campaigns, we needed the same high-quality report on post-view data that we are used to in the Facebook* personal account.
We decided to create an analogue of Facebook* attribution on our side, because we shouldn’t expect such a report from the platform in the near future: VK has only just started moving in this direction, and we need to develop campaigns for a new audience right now.