Criteo Overview
Criteo is a leading retargeting and display advertising platform that uses machine learning to deliver personalized ads across the open web. This guide covers the ad display flow and campaign setup strategies.
Criteo Ad Display Flow
- User browses website: Criteo engine learns user interaction depth, purchase behavior, and product preferences across devices
- User visits media page: When user leaves advertiser site and visits Criteo-connected platforms (2.5 billion monthly active users)
- Criteo displays dynamic ads: Prediction engine forecasts user value, bids in real-time, and product recommendation engine shows most relevant products
- User clicks and returns: Dynamic Creative Optimization (DCO+) matches ad format to user visual preferences for maximum CTR
Campaign Objectives
| Objective | Goal | Key Metrics |
|---|---|---|
| Awareness | Reach new audiences | Audience, exposed users, reach, display |
| Consideration | Engage interested users | Clicks, CTR, CPC, win rate |
| Conversion | Drive purchases | CVR, CPA, ROAS, revenue |
| Loyalty | Retain customers | Repeat purchase rate, LTV |
Setup Requirements
- Criteo Tag: Install the Criteo OneTag on all website pages
- Product Feed: XML or CSV feed with product data (ID, name, price, image, URL)
- Conversion tracking: Set up sales tracking with order ID and value
- Creative assets: Logo, brand colors, product images
Optimization Strategy
| Phase | Focus | Timeline |
|---|---|---|
| Learning | Collect data, calibrate models | 2-4 weeks |
| Optimization | Adjust bids, audience segments | Ongoing |
| Scaling | Expand to new markets/products | After stable performance |
Key Metrics to Monitor
- Audience & Reach: Exposed users, unique reach, display count
- Engagement: Clicks, CTR, CPC, win rate
- Conversion: Post-click and post-view conversions, CPA, ROAS
- Landing: Landing rate, visits, bounce rate, pages per visit
Related: For aligning Criteo data with Google Analytics, see Criteo & GA Data Alignment. For Google's display advertising platform, check DV360 Introduction. For Facebook display advertising, see Facebook Ads Guide.