When to use multipliers when leveraging Rockerbox for financial forecasting & budgeting
When leveraging Rockerbox for budgeting & financial forecasting you want to ensure the conversions and CPA/ROAS in your forecast reflect the full impact of each channel.
This requires the use of multipliers to account for both the direct and indirect impact of specific channels.
In this guide we will walk you through the following:
1. When to leverage multipliers for direct conversions
To ensure the conversions and CPA/ROAS in your forecast reflect the full impact of each channel, you will need to leverage multipliers for some channels.
This is to account for walled gardens, that do not allow 3rd parties to track views (i.e. Tiktok, Snapchat, Youtube, etc.)
| Channel | RB tracking | Requires Multiplier | Why - if multiplier needed |
|---|---|---|---|
| Paid Search | Clicks | No | |
| Paid Shopping | Clicks | No | |
| Organic (Search, Shopping, Social, Friend Referral) | Clicks | No | |
| Clicks | No | ||
| Affiliate | Clicks | No | |
| Display | Clicks, Impressions | No | |
| Paid Social- FB/IG | Clicks Impressions Survey | No | |
| Paid Social- All Others | Clicks Survey | Yes | Rockerbox does not track impressions and view-based conversions (As these platforms are walled gardens and do not let 3rd parties track impressions.) |
| Direct Mail | Address Match UTMs Promo Codes Survey | No | |
| Paid Video- YouTube | Clicks Survey | Yes | Rockerbox does not track impressions and view-based conversions (As these platforms are walled gardens and do not let 3rd parties track impressions.) |
| OTT | IP Match Survey | No | |
| Linear TV | Spike Analysis Survey | No | |
| Podcasts | UTMs Promo Codes Survey | No | |
| Streaming Audio | Clicks Impressions Promo Codes Survey | No |
See here for instructions on how to derive multipliers for walled gardens.
2. When to leverage multipliers for indirect impact/halo conversions on other channels
To further quantify the impact of branding channels including Linear TV, OTT, DM, YouTube, Podcasts, Streaming Audio you can leverage multipliers to show the impact to bottom-funnel channels including: Branded & Non-Branded Search, Shopping, Organic Search
| Channel | Requires multiplier | Why - if multiplier needed |
|---|---|---|
| Paid Search | Yes | Will see increase from branding channels |
| Paid Shopping | Yes | Will see increase from branding channels |
| Organic (Search, Shopping, Social, Friend Referral) | Yes | Will see increase from branding channels |
| No | ||
| Affiliate | No | |
| Display | No | |
| Paid Social- FB/IG | No | |
| Paid Social- All Others | No | |
| Direct Mail | No | |
| Paid Video- YouTube | Yes | Will result in impact on bottom-funnel channels Organic Search Paid Search- Brand |
| OTT | Yes | Will result in impact on bottom-funnel channels Organic Search Paid Search- Brand |
| Linear TV | Yes | Will result in impact on bottom-funnel channels Organic Search Paid Search- Brand |
| Podcasts | Yes | Will result in impact on bottom-funnel channels Organic Search Paid Search- Brand |
| Streaming Audio | Yes | Will result in impact on bottom-funnel channels Organic Search Paid Search- Brand |
See here for our guide on how to derive the lift and resulting multipliers from branding focused channels.
Updated over 2 years ago