In November 2024, Feathr implemented enhancements to its audience targeting. These enhancements are designed to improve campaign performance, data accuracy, and overall targeting efficiency. Continue reading for more information about what this update will mean for your campaigns.
What is the update?
Feathr has added an update that drastically improves how it tracks and processes data from individuals using more than one device.
Prior to this update, data from unique individuals could not be connected across multiple devices they might be using. Because of this, campaign stats and reporting could not take those unique people into account, treating each device they used as separate person records.
This update enables visibility and ad targeting of multiple devices used by the same person.
Note: to see if this update has been added to your Feathr account, navigate to Settings > User > Get early access to features in beta. If the switch is on, Cross-Device Tracking is active in your account.
What are the benefits?
This update consolidates cross-device campaign interactions into fewer person records, providing you with more accurate campaign data and a more precise Community Database. That means:
Expanded reach: all ad campaigns now have the ability to reach multiple devices for the same individuals, ensuring your message gets seen no matter where your audience's attention is.
More accurate data: consolidated data from multiple devices increases reporting accuracy across all ad campaigns.
Cross-device conversions: conversion tracking is improved with greater visibility into who is using which devices.
Optimized budget spend: with the expanded device reach comes new opportunities to get more ads in front of your target audience. That means no more campaigns that underspend.
Better insights: improved accuracy in campaign and person data means you have clearer vision into your audience activities and interactions with your campaigns, providing you with the insights you need to build successful marketing strategies.
How might this impact my campaign reporting?
Consolidated person records due to cross-device tracking will have a "tightening" effect on campaign reports. This will cause a reduction in some campaign metrics, but that reduction represents more accurate data and more efficient use of your campaign budget. Expect to see:
- Increased overall device reach.
- Variations in CPM that could include a marginal increase.
- Decrease in clicks and unique clicks due to consolidation of person records across devices.
- Improvement in spending full campaign budget due to cross-device opportunities to reach same audience.
- Decrease in impressions due to frequency caps being reached across multiple devices.
Data privacy considerations
While cross-device tracking provides benefits to the vast majority of organizations working with Feathr, some may not want cross-device tracking due to their specialized audiences.
If your organization is a HIPAA covered entity, works with protected healthcare information (PHI), or has concerns about the safety and privacy of audiences who may share devices among household members, you can opt out of this update by logging into your Feathr account and navigating to Settings > User > Get early access to features in beta.