Fund the campaigns that find buyers, not the ones that claim them.
Google and Meta each report the sale as theirs, and Performance Max will happily take the credit for a customer who typed your name. Iris counts every order once, on your own site, and scores how each campaign's visitors behave. Every campaign is judged on the same count and on the quality of visitor it brings.
What gets in the way
One order, two platforms taking the credit
Google and Meta count by their own rules and their own time periods. Add their reports together and you sold more than the warehouse shipped. Performance Max blends brand search, Shopping and retargeting into one figure, so a strong return can be mostly customers who were coming anyway.
The basket is a wish list
Social traffic browses, saves and adds to basket with no plan to pay today. Optimize to add-to-basket and the platforms find more of the same. Meanwhile the visitors who behave like buyers but never touch the basket stay invisible.
Good campaigns run dry by mid-afternoon
Your best campaigns hit their daily cap before the evening peak, while weak ones keep spending all night. New categories and tests get too few orders to judge for weeks, so they are cut on a hunch or kept on hope.
What Iris does about it
One count for every channel
Each order is counted once, on your own site, and tied to the campaign that paid for the visit. The CMO dashboard puts that count beside what Google and Meta report, so the gap is in plain view.
A score that sees past the basket
A model trained on your own shoppers scores every visit from 0 to 100. High intent and add-to-basket overlap by only 20 to 30%, so the score finds buyers the basket never shows. Iris Signal sends those visits to Google and Meta as a conversion to bid on.
Budget moved to where the buyers still are
Every night Iris raises campaigns with strong intent, a fair return and a budget that runs out early. It lowers those whose visitors browse and rarely buy. A new campaign gets a verdict from its high intent visits, weeks before it has the orders.
A decision you might see
Buyers are still arriving when the daily budget runs out. Iris names the amount this campaign can take today.
Instructions we might write with you
- Season and timingBlack Friday week: expect a higher cost per order. Do not cut on price alone.
- About the businessMargin is lowest on electronics. A 4× return there is worth less to us than 3× on own-brand.
- GoalGrow new customers in outdoor living before Easter.
- Campaign noteBrand Search and brand Shopping defend our name. Lower them if needed, never stop them.
See Iris on your own numbers.
Book a meeting. We show you Iris on a demo account. Then we measure your potential and prove the value in your own accounts, before you commit.
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