Salesforce Marketing Cloud: Tapping Into Your Social Advertising Data

Harvard Business Publishing, ADP, Spotify, Hershey’s, Yamaha, Dunkin Brands… Many businesses you can think of are using CRM, social media, and other cloud-based integrations by Salesforce, a leader in marketing solutions with an 18.4% market share in a highly competitive industry, according to Gartner’s report.

In 2013 Salesforce launched Social.com (now Salesforce Advertising Studio) platform that gives brands and agencies the power to create social media advertising campaigns on platforms like Facebook and Twitter in real-time using social listening data. Social.com allows companies to maximize their return on investment and gives them the ability to reach customers.

The 2014 World Cup ad campaign by McDonald’s used Social.com as a tool to reach audiences. During a 6-week campaign, McDonald’s promoted 32 unique videos that gained 6.3 million views, 323 million impressions, and close to 200 000 new followers on their European fan pages.

Get Access To Your Salesforce Social Advertising Data

Salesforce Social Studio gives you the ability to dive into specific data using dashboards and graphic tools where you can see the comment count, unique commentary, engagement, and sentiment to the right of each post. However, if you want to use your own tools like Tableau, Grow, Periscope, or traditional BI tools, direct access to the data is needed. When you have direct access to your data you can undertake analysis to observe how your brand or product performs on different measures.

The best option for gaining access to data from your Advertising Studio account is through the use of their REST API. This was built to provide information and stats for campaigns, ads, clients, products, and Facebook accounts. Some of the available data points:

• Ads and campaign stats — name, status, budget, time, currency, bids, tags, creatives, etc.;
• Clicks — number of clicks received by an ad; the number of likes, event RSVPs or app installs if a Page, event, or app is advertised; the number of clicks that were shown with social context; unique clicks.
• Impressions — total number of time an ad were seen; impressions; unique impressions;
• Spent stats — money spent during the selected time period; cost-per-click, cost-per-thousand-impressions, click-through-rate;
• Actions — number of actions taken on a page, post, or app during 28 day period after an ad has been clicked;
• Conversion value — the average amount of money spent on a single conversion;
• Engagement level and the average cost per engagement level — number of conversions counted by Social.com tracking beacon;
• Frequency — the average number of times people saw the ad;
• Connections and cost per connection — number of events attributed to ads or a campaign within 24 hours of the user viewing the ad and 28 days after clicking on the ad;
• Click to connection — the percentage of users whose clicks lead to a connection;
• Revenue, margin, and return on investment — calculated based on user-defined metric values.

For more details on what is available, check out our data definitions documents.

Unfortunately, custom integrations with the API can be expensive and time-consuming. It requires a skilled team who understands how to write and manage the code needed to integrate with their APIs. This level of integration usually is a blocker for those who want direct access to Salesforce Advertising Studio data to incorporate into their reporting and analytics workflows.

Salesforce Social Advertising: Data Access Made Simple

Salesforce Advertising Studio is important to companies looking to improve their social media advertising and marketing campaigns. If you are looking to spend more time optimizing your campaigns and less fighting with data preparation and integration, Openbridge can get you there with Salesforce Advertising Studio data integration. We provide simple and easy to configure access to this data via our Salesforce API integration. Contact us for more information and get the most out of your social Advertising Studio account.