Denizens of the digital realms are no strangers to the occasional update that both causes and solves problems. Operating systems, search engine algorithms, and even terms of use and policies have all been known to wreck chaos for some users when they were updated. The iOS 14.5 update, however, brought only good. It allowed them to easily avoid being tracked, which now required an opt-in. Users were happy with the update. Marketers and advertisers - not so much.
"All of a sudden, people were starting to have a hard time tracking ROIs from their ad accounts," recalls Chase Chappell, founder of Sirge.io. "They were making $5,000 on $1,000 advertising spend steadily, and then the switch was flipped, and they were seeing their $1,000 get them $500 back."
Chase goes on to explain that the real problem wasn't in the poor performance of the ads. "Because tracking was off, it only looked like people weren't making money. In reality, the results never changed - the revenue, the numbers were still going up," he says. "But the disruption was enough to cause a market panic as everyone thought their numbers were going down."
The true impact of the notorious update came when advertisers and marketers started making decisions based on what they believed were dooming numbers. Even those that resisted the urge to cut ad spending were experiencing problems.
"If you don't know who's purchasing your products, or you don't know how many sales you're truly getting, how do you know where to put money or how to know when to increase spending if it's working," Chase Chappell explains. "We've seen this first-hand in our agency, and the thousands of students who went through our training program reported the same problem."
Chase didn't wait too long to develop the solution, and soon enough, Sirge.io was born. An ad tracking and attribution platform for Facebook ads, Sirge.io relies on a tracking script users can easily add to their website. From that point, the platform does its magic and allows its users to accurately track Facebook ads results and attribute them to specific campaigns from a single dashboard.
With its design resembling a regular marketing dashboard, Sirge.io saw its popularity explode, and its user base grew exponentially. The service was such a relentless demand for Facebook ad attribution in the post iOS15 world that Chase Chappell and his small team were overwhelmed, struggling to scale the onboarding process. So, the group decided to take stock of the situation and improve.
The onboarding process will include training and education to teach people the ins and outs of managing ads on Facebook and TikTok. Speaking of other ad platforms, Sirge.io is working on expanding its roster of integrations to include both established and emerging ad platforms and products. There are plans to kit the dashboard with a CRM and a reporting tool to make it even more appealing to marketers.
"We know that we need bigger infrastructure for the software to handle the millions of pageviews we're getting daily," says Chase Chappell. "We're going to have the support system in place, too, and we're going to streamline the onboarding process. We try to be versatile and ready to adapt quickly to any future change. The new infrastructure will help us do just that."
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