Custom audiences are a fundamental component of any digital and social media marketer’s toolkit—especially in lead-to-sale industries like real estate and insurance, where the sales process relies on the successful acquisition of leads. Without custom audiences, advertising would be akin to machine-gun-firing shots in the dark, where every bullet is a costly expense but highly unlikely to hit a mark.
Read MoreMost people judge the success of a campaign based solely on any change in total sales over a campaign period. The problem with this is the lack of attribution. If your sales revenue decreases after a campaign, it doesn’t tell you what caused it to. Did the agency underperform, or is there a weakness in your contact strategy? Which ads were the most and least effective of all the ones you ran? Typically, you would run multiple ads with different creatives on different platforms at the same time—so how can you tell which ads gave you the highest sales for the lowest costs?
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