16 Advantages of C3 Metrics Attribution

C3 Metrics provides Full Funnel Attribution® and real-time optimization, delivering validated superior performance of every ad dollar.

Built by media buyers and technologists facing real-world pressure to make media dollars perform, C3′s founders created a plug and play SaaS solution designed to provide Full Funnel Attribution®, giving credit to a team of ads versus the last ad.

• 1. Viewable Impressions

  Ads only work if they’re actually seen.

  Ads should only get credit if they’re actually seen.

  C3 Metrics technology provides the ability to determine which ads have been seen (‘viewable impressions’) and then in real-time incorporate this data into the C3 Metrics Optimization Engine & AVSR™ metric.

  With 68% of all ads not being seen, any solution not taking this data into account will be severely flawed.

  Learn more here

• 2. Unlimited Touch-Points

  With C3, there is no limit on the number of touch-points. C3 has discovered that the number of media impressions is much greater than anyone imagined, because prior to C3, this data was not available. Unfortunately, if you’re not using C3 Metrics, you’re probably limited to ten touch-points. Other solutions can only store ten events, thereby keeping the most recent ten ad views or clicks, and deleting every prior media partner and search term which started your revenue sales funnel. Without data on what started the revenue funnel…you destroy the very information revealing what’s truly driving revenue. C3 solves this problem by retrieving every customer touch-point.

• 3. Real-Time Optimization Engine + AVSR™

  C3’s Real-Time Optimization Engine outputs AVSR™, an easy-to-use metric enabling any media buyer, even of limited tenure, to optimize and act on weeks’ worth of data instantly as the attribution calculations are done behind the scenes.  C3′s predictive platform takes this data and signals display networks & DSPs in real-time of their performance within the funnel to continually improve ROI.

• 4. Single Source Data

  Single source of data is one of the primary tenants of evaluating ‘big data’. Digital data is broken down as follows:  10% clicks and 90% views of digital elements (display, content, social, video, etc.). C3 provides clients a true single source of data, by capturing 100% of their digital data utilizing C3’s certified data collection tool.

  The result is real-time capture of every ad view and every click; from every possible channel including:  Display, Paid Search, Video, Affiliate, Email, Social, Shopping Engines, Mobile, SEO and Organic.  C3 also incorporates offline data including:  Call Center, Television, Print, Catalog, and Brick & Mortar Sales.

• 5. Display Impression / View-Through Attribution

  Certified pixels are added to your ad server enabling C3 to collect all impression/view-through data both at the moment of conversion and in real-time for every ad impression. This enables C3 to incorporate impression-level data into real-time pixel firing and full funnel analysis. The C3 view-through pixel is in use with 20+ display networks and has been fully certified by Google Display Network, Yahoo! and AOL. Learn more here

• 6. Attribution ‘Sandbox’ for Dynamic Scenario Testing

  C3 provides a fully customizable validated modeling platform which allows clients and their team of experts to create virtually unlimited attribution models.  Within the C3 Sandbox, clients are then able to run “if/then” scenario testing with each model utilizing the same underlying historical dataset.  Learn more here

• 7. Every Media Channel (even offline TV)

  C3 tracks every online and offline media channel including Display, TV, Paid Search, Direct Mail, Affiliate, Email & Shopping Engines.

• 8. New vs. Returning Customer Attribution (real-time)

  C3 can determine whether the customer is new or returning. At a media source level, C3 determines which media investments are initiating brand new customers vs. reinitiating existing customers. In real-time, C3 calculates the number of days since a returning customer’s last transaction, and establishes separate metrics for new vs. returning customers which have major differences in both cost and NPV.

• 9. Pixel Management

  C3 acts as a ‘container tag’ for all your media partners’ confirmation pixels. Pixels are added to the C3 management console, instead of directly to your confirmation page and dynamically appear according to your business rules. New media partners can now be added in seconds!

• 10. Works with all 3PAS (third-party ad servers), & Does Not Require 3PAS

  Since C3 utilizes it’s own view-through pixel, impression data from a 3PAS is not required. This means clients running with C3 Metrics do not require the use of a 3PAS. C3 has been successfully integrated with the majority of 3PAS including Atlas.

• 11. Predictive Platform

  C3′s predictive platform is in constant two-way communication with media partners, feeding the ecosystem with real-time data vs taking pictures of it.  C3 is able to fire separate pixels for the Converting, Originating, and Assisting sources of every transaction to increase ROI for both the Advertiser and the media partner.

• 12. Unlimited Sub-IDs for Media Partners

  C3 provides revenue impact data from the funnel for media partners who append an unlimited number of Sub-IDs to both their tracking link and view-through pixel. This vital data is sent in real-time to the media partner at the moment of conversion to increase ROI.

• 13. Separate Siloed Login for Media Partners

  C3 can provide media partners with their own separate login access where they only view their own data.

• 14. Two-Factor Authentication (tokenless)

  C3 comes standard with FFIEC, PCI & HIPAA compliant tokenless two-factor authentication for clients requiring increased security.

• 15. Lifetime Value Calculation

  For advertisers with a rewards/continuity program, C3 can attribute all of your ongoing revenue back to original sources, keeping track of your most valuable media drivers on a lifetime value basis.

• 16. White-Label Branding for Agencies, Networks & Publishers

  For Agencies, Networks & Publishers, the entire C3 system can be white-labeled. Agencies click here, Networks & Publishers, click here.

Bottom Line
C3 has made more than $5 million for one client within 12 months of use.  

Are you ready for validated, superior performance of each ad dollar?

Download the white paper now.