How does Resonate match survey attributes to activity from tags?
Resonate leverages predictive modeling to connect activity from the Resonate US Consumer Study (USCS) to devices across the digital ecosystem – the output of this modeling is referred to as Resonate’s Connected Profiles. Our ability to show insights for tags is based on our Connected Profiles, and it’s only possible for us to show insights on a tag once we’ve seen enough modeled devices for that tag. Learn more about Connected Profiles.
If we observe a device as part of a tag hit, it’s part of our ID graph, and it has enough observed behavioral data, then we can predict the answers to our USCS, and the device becomes "modeled."
How many modeled devices must be observed to see insights?
We must observe at least 600 modeled devices against a specific tag in order for us to show insights for that tag in the Ignite platform.
How many uniques must be reached by a tag in order to reach 600 modeled devices?
It depends! The ratio of uniques to modeled cookies can change depending on the behaviors of audiences, factors such as invalid traffic, and the distribution of the tag fires across different platforms (desktop, mobile, etc). Learn about which digital assets you should not tag.
For example, if a tag fired from traffic that could be viewed on both desktop and mobile platforms, depending on the browser mix, 5,500-6,500 uniques or more for a tag may be required before insights are available.
Invalid traffic like bots may also cause the Resonate tag to fire, and register a unique view for the tag. But that activity cannot be modeled to an actual US Consumer, since we’re not able to observe behavior against that device for a long period of time. We often refer to this as “one and done” tag hits.
How can I tell if my tag may be affected by invalid traffic?
Third-party verification partners like Double Verify or Human (formerly, White Ops) can provide reporting that highlights invalid traffic.
How does the platform notify me if a tag hasn't met the threshold for insights?
If a tag has under 600 uniques, you will not be able to add that tag to an analysis from Your Saved Tags or from the Segmentation Center. As you can see in the example below, the Add to Analysis button is grey and unclickable from both locations because there are only 174 uniques.
However, if a tag has over 600 uniques it does not guarantee that it has met the required threshold for insights of over 600 modeled devices. As explained above, the ratio of uniques to modeled devices can vary depending on a number of factors.
Our system checks for the modeled device count within the Intelligence Center. If a tag does not meet the minimum insights threshold of 600 modeled devices, you will receive a “Below Threshold” notification and will be unable to analyze the audience.
This means that in some cases, you are able to add tags to an analysis that are unable to be analyzed (over 600 uniques, but under 600 modeled devices).
For example, you can see below that we are able to add this tag to an analysis because there are 748 uniques.
However, once in the Intelligence Center and checked for modeled devices, you can see that the audience falls below the minimum threshold and is unable to be analyzed.
On average, we expect that 5,500-6,500 uniques are required for insights. However, because this ratio of uniques to modeled devices can vary and isn't processed until the tag is within the Intelligence Center, we allow audiences with over 600 uniques to be added to an analysis. You will not be able to analyze any tags that are under the 600 minimum modeled device threshold.