When it comes to matching costs from different platforms the industry is facing one big challenge: the harmonization of campaign names between platforms to do a proper spend matching.

In the previous versions of the Spend Mapper (V1 & V2) the Spend Mapper was based on mapping the campaigns. In this version of the Spend Mapper (V3), we added mapping on source level. The reason for this is the simplicity of mapping when you have a lot of campaigns. Nevertheless, you still have the possibility to map on campaign level if you want to do it.

In 2023, we launched the last version of the Spend Mapper in Adtriba. The Spend Mapper gives you the opportunity/chance to map your campaign costs coming from data aggregation/integration service (aggregated data with the cost information) to the according campaigns in Adtriba.

It is very important to finish the setup of the Channel Mapper in a proper way before going into the Spend Mapper, because the channels, which are displayed in the Spend Mapper, come from the setup in the Channel Mapper.

As you can configure and set it up on account level, it is available in the Adtriba’s user interface. Within the icons that appear in the dashboard on the left hand side, you can just click on the coin icon. The Spend Mapper will automatically open up, as you can see in the screenshot below.

The Spend Mapper UI looks quite similar to the Performance Report UI. That is because they both follow the same structure, meaning they follow the same hierarchy: It displays the channels, within the channels you can find the different sources that belong to that channel, and within the sources you can find the corresponding campaigns.

To explain how the Spend Mapper works, it is important to consider a few points. With these points, we can get a good overview of how to use it and what new advantages it offers compared to the previous version of the Spend Mapper.

In the upper part of the Spend Mapper, you will find (the same way it is displayed all over the Adtriba’s User Interface) the date selection where you can choose the dates to show in the performance report, etc. (see screenshot below). It is important to note, that the Spend Mapper is not affected by this feature, it doesn’t matter what appears there while utilising the Spend Mapper.

On the other hand, it does matter in which project you are located. Obviously, each project carries its own spend.

In the top right corner of the Spend Mapper we can see the UNMAPPED SPEND in red, that still needs to be mapped, as a helping feature that guides us through the Spend Mapper process.

We can also see an icon of a little coin on the left side of it. If we click there, a little tab will pop up, with the sources imported from Funnel.io (source names match with the ones in Funnel.io) which are still not matched with any Adtriba campaigns.

The new view of the Spend Mapper looks like the following screenshot.

What we see in the screen is the setup of channels previously made in the Channel Mapper, which means, the configuration that was done in the Channel Mapper (Channel/Source/Campaign) will be shown here to make it easier to use the Spend Mapper.

The different columns in the general view: First one is the number of the channel, second one is the name of the channels; third one is the status of the Channel, in case that the sources are mapped, it is not necessary to map all campaigns to be ‘mapped’; fourth & fifth, are the Spend and Conversions associated to that specific channel. And the last two columns, represent how many sources a channel contains and how many of them are already mapped. If there is no spending for a channel/source, it should stay without mapping.

Once we click on a particular channel, in this example (using Adtriba Test Account) we are inside the channel SEA Non-Brand, this is the view:

We can see the sources that belong to that channel, in this case bing & google. Important notes here: we won’t be able to click into a source and map their campaigns until it is mapped at source level. Same logic as in the previous view, we can see in the last two columns the campaigns that each source contains and how many of them we already mapped.

To map a source, click on ‘edit’ in the Status column and the following window will pop up:

Here we can set different groups of rules to map our sources, which is mandatory to do. Each group of rules can have one or more rules inside. The relationship between groups is OR while the relationship between the rules in each group is AND.

The last step in the Spend Mapper would be the one with more granularity: the campaigns. You can select which of the campaigns coming from Funnel.io match with the ones in Adtriba.

Once your mapping is saved. It’ll take up to the next morning until your mapping is applied in the reporting.

Frequently Asked Questions

If this is the case, there is something not quite right with the rule you set up in the source view, because the rule doesn’t seem to select any campaign at all. It pretty much restricts anything to show up in the dropdown. Pls check the rule in the source view again and see if you can change it up. Because then campaigns should show up in the dropdown.

Yes, changes made in the spend mapper will be reflected in all data

No, Campaign level is the maximum level of granularity

A campaign can be part of more than one sub-platform. Meaning, if it is, the campaign will show up more than once in the dropdown, if you didn’t set the rule to one specific sub-platform. You can be more specific with the rules in the source view so only the desired campaigns would appear.

Unfortunately, there is no possibility yet to see in the dropdown which sub-platform belongs to which campaign. It is something that we have on our agenda, but with no exact ETA to this point. So for now, you would need to select all of the same campaigns or change your rule to the specific sub-platform that you’re looking for.

This can happen due to the following reasons:

1) Granularity or/and Tracking parameter structure

In lots of cases the naming convention in your media platform does not follow the naming convention of your tracking parameters. Hence the campaign can be named differently for the exact same campaign in Adtriba and Funnel.

You could either increase granularity for your funnel campaign naming if your adtriba campaign uses adgroup instead of campaign. Or you need to ask your marketing managers for a lookup table of platform names and tracking parameter naming convention.

2) History is too old

By default we pull a campaign history of 6 months from Funnel into Adtriba. If you recently started with us it might happen, that the campaigns are already outdated and did not generate any traffic or conversions anymore. Thus we won't show any campaign in the Adtriba drop down. In this case you can just hide the campaigns.

3) No conversions for your respecting campaigns

We only show campaigns in the Adtriba drop down who generated at least 1 conversion. If you can't find your campaign in the drop down without any conversion attributed. If you still want to apply the costs for the respecting campaign to the source (Facebook in general) we do offer the possibility of creating an artificial campaign for each source, which only carries costs. Please contact us for further information or provision of the fallback campaigns.

This can happen due to the following reasons:

1) Granularity or/and Tracking parameter structure

In lots of cases the naming convention in your media platform does not follow the naming convention of your tracking parameters. Hence the campaign can be named differently for the exact same campaign in Adtriba and Funnel.

You could either increase granularity for your funnel campaign naming if your adtriba campaign uses adgroup instead of campaign. Or you need to ask your marketing managers for a lookuptable of platform names and tracking parameter naming convention.

2) History is too old

Per default we do pull a campaign history of 6 month from Funnel into Adtriba. If you recently started with us it might happen, that the campaigns are already outdated and did not generate any traffic or conversions anymore. Thus we won't show any campaign in the Adtriba drop down. In this case you can just hide the campaigns .

3) No conversions for your respecting campaigns

We only show campaigns in the Adtriba drop down who generated at least 1 conversion. If you can't find your campaign in the drop down without any conversion attributed. If you still want to apply the costs for the respecting campaign to the source (Facebook in general) we do offer the possibility of creating an artificial campaign for each source, which only carries costs. Please contact us for further information or provision of the fallback campaigns.