At Solente Digital, with our reseller expertise and commitment to transparency, we analyze how Criteo data can be transformed into “real” commercial value. Below are the analysis methodologies that will help take your campaign performance to the next level.
The Cornerstone of Criteo Analysis: Defining the Right KPIs
Focusing on a single metric when evaluating the success of your Criteo campaigns can prevent you from seeing the full picture. Criteo KPIs consist of multiple indicators that reveal where users are in the journey and how efficiently your ad budget is being used.
- CTR (Click-Through Rate): Indicates how well your creatives and product recommendations resonate with your target audience. A low CTR often signals poor audience targeting or creative fatigue.
- COS (Cost of Sales): One of Criteo’s most critical metrics. It is calculated by dividing total cost by revenue generated from ads. The lower the COS, the higher the profitability.
- CR (Conversion Rate): Measures how much of the traffic driven by Criteo results in purchases.
- CPO (Cost Per Order): The net amount paid for each acquired order. This figure must align with your product margins.
The table below summarizes the core metrics performance marketers should track and the ideal analytical focus for each:
| Metric | Description | Analytical Focus |
|---|---|---|
| ROAS | Return on Ad Spend | Measures overall investment profitability. |
| EPC | Earnings Per Click | The financial value each visitor brings to the brand. |
| Post-Click Sales | Sales After Click | Purchases made after the user clicks on an ad. |
| Post-View Sales | Sales After Impression | Purchases made after a user views an ad without clicking and later visits the site. |
Attribution Models: Why Does Criteo Report Differently?
One of the most challenging topics for advertisers is the mismatch between Criteo attribution models and Google Analytics. By default, Criteo uses a “Post-Click 30 Days” attribution model. This means that if a user clicks on a Criteo ad and completes a purchase through any channel within 30 days, Criteo attributes that sale to itself.
In contrast, Google Analytics (GA4) typically relies on the “Last Non-Direct Click” model. If a user clicks on a Criteo ad and later clicks on a Google Search ad before purchasing, GA attributes the sale to Google Ads, while Criteo also claims it. This leads to the well-known issue of “double counting.”
“When analyzing Criteo performance, it is critical to adopt a multi-touch attribution perspective rather than relying solely on the Criteo dashboard. Transparent reporting must clearly reveal overlaps between channels.”
The Role of Post-View Conversions
As a programmatic solution, Criteo values not only clicks but also impressions. In programmatic advertising reporting, analyzing Post-View (PV) conversions helps you understand how brand awareness and recall influence sales. However, it is advisable to be conservative when including PV sales in “true ROAS” calculations, as some of these users may have converted organically even without seeing the ad.
True ROAS Calculation: Data Free from Manipulation
The ROAS value shown in dashboards often represents “gross” success. To calculate true ROAS, you should follow these steps:
- Account for Cancellations and Returns: Revenue figures in dashboards typically exclude returns. For accurate performance evaluation, base your analysis on net revenue from CRM data.
- Measure Incrementality: Ask the question, “How many of these sales would have happened even if Criteo ads were turned off?” Use A/B tests and holdout groups to assess whether Criteo is generating incremental value.
- Validate Cross-Device Data: If users view ads on mobile but purchase on desktop, ensure that Criteo matches these interactions correctly. While Criteo’s ID Graph is strong, manual validation remains essential.
You can conceptualize true ROAS with the following formula:
True ROAS = (Net Revenue – Returns – Estimated Organic Cannibalization) / Total Ad Spend
How to Conduct a Comprehensive Criteo Performance Analysis
To elevate your analysis to a professional level, data must be broken down into segments. At Solente Digital, our analysis methodology includes the following components:
1. Audience Segmentation
Criteo is not just a retargeting tool. New customer acquisition (Criteo Prospecting) and customer retention campaigns must be analyzed differently. While high ROAS is expected in retargeting, prospecting performance should be evaluated based on cost per new visitor and micro-conversions.
2. Creative Analysis
The performance of dynamic banners (DCO) is often overlooked in Criteo performance analysis. By analyzing which product categories receive more clicks and which layouts drive higher conversions, ad sets can be optimized more effectively.
3. Time and Frequency Analysis
Ad frequency plays a critical role in performance. Excessively high frequency can lead to “banner blindness” and increased costs. Bid optimization should be aligned with the days and hours when conversions peak.
Programmatic Advertising Reporting and Transparency
Platforms like Criteo operate with complex algorithms. Turning this “black box” into a transparent system is one of the greatest values an agency or expert can provide. A transparent programmatic advertising reporting process should include:
- Inventory Quality: A breakdown of the websites or apps where your ads are displayed.
- Cost Allocation: Clear separation of media costs from technology and management fees.
- Attribution Window Settings: Using attribution windows aligned with your purchase cycle (e.g., 7 days for fast-moving goods instead of the default 30 days).
Conclusion: Criteo as a Strategic Partner
Criteo performance analysis is not merely a technical data exercise—it is a strategic input that fuels your brand’s growth strategy. Defining the right KPIs, aligning attribution models with your business reality, and applying true ROAS calculation methods beyond dashboard numbers enable you to use your budget far more efficiently.
At Solente Digital, with our global Criteo partnership and deep data analytics expertise, we help brands not only gain visibility in programmatic advertising but grow profitably. Through our transparency-first, performance-driven reporting discipline, we prove the value of every dollar spent with data.
If you want to eliminate complexity in your Criteo campaigns and truly understand the value of your advertising investments, now is the time to restructure your analysis processes with a professional perspective.
