Book a meeting

Technology

How we read your data and signals in campaign work

Ad account, shop and CRM report three different numbers for the same week. We run the accounts, keep the three numbers side by side and decide with you where budget and attention go. Nothing has to be moved for that: we read your numbers where they already sit.

The task

Before a campaign can be managed, it has to be clear which number it runs on. The reports do not settle that themselves. The ad account reports what it set in motion, the shop reports what was sold, the CRM reports what was closed. Each of these numbers is correct on its own and answers a different question. Mix them and you lose the interesting part, which is the distance between those three views. On top of that comes a second point: behind some of the clicks there is no interest at all, but the report shows them as real interest, and they shift every conclusion you draw from it.

What we do: We set up collection under your domain, feed audiences and conversions back into Google Ads, Meta and DV360 and keep invalid traffic out of the account in real time; the platforms optimise on your verified numbers, and the history stays with you.

Three systems report three conversion numbers for the same week, and the reporting call ends up being about definitions instead of the campaign.

An audience performs well, but nobody can say whether the orders in the shop are the same ones the ad account reports.

Some of the clicks in the report are not interest at all, and nobody in the meeting can say which ones.

How we solve it

First we settle which number the campaign runs on

Before we touch a single bid, we define per channel which number decisions are based on and how it is collected: which channel, which audience, which period. Only then are the numbers from ad account, shop and CRM comparable. Joining them and reading them in one place is what the technology does, the definition is what we agree with you. That part is consulting work.

We collect the signals that belong to you

We set up collection on your own domain, so the signals belong to you: cookies stay durable and third-party scripts move out of the critical path. When browser side collection becomes unreliable, we send the event server side, with consent travelling in the same chain. For the campaign, the return path is what counts: we feed audiences and attributed conversions back into Google Ads, Meta and DV360, so the platforms optimize against your verified numbers.

We keep invalid traffic out of campaign decisions

Invalid clicks do not just cost budget, they also fill remarketing lists, and the bidding algorithms learn from the distorted signals. That is why we filter in real time instead of cleaning up afterwards: tidying up after the fact repairs the report, not the way the campaign is run. The blocking runs automatically through Ads Defender, which keeps the invalid click out of the ad account. What that means for how we manage the campaign is something we decide with you.

Figure with context

What you get out of it

  • In the reporting call you talk about the campaign, not about which of the three conversion numbers counts today.
  • Collection and history sit on your side, so a price change or an expiring contract does not take your history with it.
  • The platforms optimize against verified signals, because audiences and conversions flow back out of your own systems.

From our own work

fainzAt fainz that was exactly the question: which number does the campaign run on? We separated brand from non-brand and measured the uplift geographically. For PMAX without brand signals, the documented result is +17.5% real incrementality at a CPO of around 20 EUR.
  • Tracking und AnalyticsSetting it up is a service in its own right: tag management for web and server, consent dialog, data protection. That page shows how we build it.
  • Measurement und AttributionThis is where we define with you which number the campaign runs on and how it is measured.
  • SEA und Paid SearchThis is where the bids build on the conversions we feed back.

The other areas

How hurra.com, hurra.ai and the specialized products fit together

  • Marketing IntelligenceEvery decision in your account has work in front of it: gathering the numbers, settling the definitions, agreeing which number the steering runs on.
  • Marketing OrchestrationA campaign decision is made once, and after that it has to land in search, social, shopping and CRM.
  • AI SkillsIn ongoing campaign work we switch on individual capabilities: for content, product data feeds and budgets.

What it runs on

Technically this runs on hurra.ai. Connected to it are the systems you already operate.

  • OWA Probuilt in: collection under your own domain, tag management for web and server, its own consent manager.
  • Ads Defenderbuilt in: keeps invalid traffic out of the ad account in real time, and therefore out of the record.
  • Google Ads and Metaspend, campaign structure and performance, read next to analytics and shop data.
  • Shopify, HubSpot, Salesforceshop and CRM anchor the signals to real orders, contacts and closed deals.

The protection against invalid traffic is a product of our own: Ads Defender.

This layer runs on hurra.ai

That is where the connections to your platforms come together, along with the signals you collect yourself and the protection against traffic that is not traffic.

Then you do not need us for it. You connect your systems yourself, define yourself which number decisions run on, and take it from there yourself. The way there goes through hurra.ai.

Open hurra.ai

Rather work with people? Right below you see who you would be talking to.