How does Resonate match survey attributes to activity from tags?
Resonate leverages predictive modeling to connect activity from the Resonate National Consumer Study (NCS) 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 NCS, and the device becomes "modeled."
How many modeled devices must be observed to see insights?
We must observed 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, email, etc). Learn about which digital assets you should not tag.
For example, for a digital media campaign that is predominantly targeting desktop users with no invalid traffic, we would expect that an average of 2K uniques would normally be required before insights for that tag could be seen in the Ignite platform.
If a tag fired from traffic that could be viewed on both desktop and mobile platforms, depending on the consumption device mix, 5k to 10k 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.