Server Side Tracking Facebook | Hyros Review
Main problem that Hyros solves:
1) Uploading offline events sets
2) Tracking sales farther back then the attribution windows for out of the box solutions.
3) Having an easy way to implement server side tracking
Alternative to Hyros if you wanted to build this yourself:
You would likely need your own marketing database and system of tagging transactions and keeping track of users across devices / channels
And a system of annotating the different touch points along the user’s journey throughout your funnel based off of tags.
Features that would be a pian to replicate even if you did build this yourself:
In addition to tracking, Hyros allows you to use the offline events set that their platform uploads to your ad accounts to optimizes your campaigns.
Often times you can start to see better results using Hyros’s data than the normal data you would get using standard client or server side tracking. This likely has to do with the way Hyros models attribution (explained in the video).
How does this change your advertising in a practical sense?
Tracking ads farther back than the default attribution windows allows you to get more accurate data around the true value of each campaign. Often campaigns that seem like they are not profitable are actually creating a large amount of sales and profit.
There are not always differences, but it happens often enough to more than make up for the price of the software. This is particularly true for items with a longer sales cycle where a product might be sold long after the ad that resulted in the ultimate sale was clicked. A great example is a hgih ticket product sold over a call by a sales reps. In this case, the process of scheduling a call, taking a meeting and closing a sales can happen over weeks or even months.
Hyros is like a catch all net you can throw on your business. If you have good ads, a good autoresponder like Klaviyo and Hyros, you have the 90% solution for your business that will allow you to see far better results then you could with anything but the best custom setup.
Possible complaints:
1) The idea that just tracking which ads were clicked means we should attribute sales to that ad.
Hyros does not insist on first or last click. Right now it supports:
First seen
Last clicked
Scientific - similar to data driven (google 360)
LTV modeling
LTV modeling is lead based and negates some of the need for detailed attribution modeling. It measures the total value of customer based on their age (day's since first purchase) and channel of origin.
LTV tracking along with conversion paths gives you the ability to make decisions independent of the exact attribution system you use for your conversion tracking.
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