Welcome to Morphio!
Now that you’re here, we want to guide you through your first couple of weeks with Morphio. On this page we’ll introduce you to key features of Morphio, all of which will help you get those most out of your digital marketing efforts. We do our best to maintain up-to-date videos on each of our components and features, which are displayed throughout this document and we also have a Getting Started and Feature Overview & Best Practices series of videos on YouTube.
Contents of this guide:
- Getting Started with Morphio
- Reporting Summary & Goal Monitoring
- Creating Custom Metrics
- Data Integrity & Accuracy
- Monitoring Your Media Spend
- Landing Page Monitoring
- Insights (Anomalies & Suggestions)
- Auditing Features (Budget Insights & Placement Auditing)
- Additional Resources
To start, let’s make sure you get up-and-running as quickly as possible so that you can start to protect your digital marketing investment and receive insights regarding potential issues and improve performance with suggestions.
We pride ourselves on making our platform easy to navigate and use. Adding new accounts to Morphio is as easy as assigning a name and connecting platforms using their authentication methods. Here are a few key steps to getting started on the right foot:
1. Create your Morphio account. Get started by creating your Morphio account and selecting a plan.
2. Client account setup. Connect your platforms and configure your client account to start receiving alerts and collecting insights on your digital marketing.
3. Getting help and support. Learn about how often data is refreshed, where to consume helpful resources, and where to get help from our team when you need it.
In this first step we worked towards getting you started and familiarized with the Morphio platform. We hope that this prompted you to play around a little bit yourself, but if not (and that’s okay), now let’s get to some data!
Reporting Summary & Goal Monitoring
We built our Goal Monitoring, and subsequent Reporting Summary, features to help facilitate meaningful data-first conversations between stakeholders.
Reporting Summary. An effective, and beautiful, way to monitor metrics and track progress towards achieving goals. By default, this page will be blank, but metrics can easily be added using the Select Metrics button. This report can also easily be shared via a shareable link – a great way to instantly share access without the need to log in.
Each reporting card shows key information about that metric, including the current month-to-date value, the month-over-month (or year-over-year) change, a plot showing recent trends, and progress towards achieving the monthly goal.
Setting Goals. As metrics are selected from the Goal Monitoring page, you’ll notice that you have the option to enter in a numerical goal for each. Morphio will show you actual values from the previous month as well as the current month from the previous year to help inform the goal being set.
For more details, please check out our Reporting Summary and Goal Monitoring resource pages:
Creating Custom Metrics
Create your own metrics based on data points from connected platforms to report on performance and track progress towards achieving goals.
Data Integrity & Accuracy
Discrepancies in data can sometimes happen and sometimes Morphio will show slightly different data than the connected ad platforms. Each feature within Morphio shows when the data on that page was last refreshed as well as the date range for that data. We also give users the ability to clear and cached data from within the Client Account Settings – Integrations menu.
For more information on data integrity and accuracy, and how to best match your data to that in Morphio, please visit this resource guide article.
Monitoring Your Media Spend
As agency veterans, we know the pain that agencies and brands experience with overspending on platforms, but what often isn’t discussed is underspending. On the surface saving money can be great, but if additional opportunity was missed (potentially to competitors), underspending can be just as damaging to growth as overspending.
Monitoring the media spend against previously-defined budgets was one of the main reasons why Morphio was built and we’re proud to have two different types of budget monitoring tools within the platform:
Budget Monitoring. Our easy-to-use platform-based monitoring allows users to input monthly budgets for each of the connected ad platforms. Morphio will then monitor actual media spend and alert users (thresholds customizable within Platform Settings – Alerts) when pacing is off compared to the expected spend so far.
Enhanced Budget Monitoring. Built for those looking for total flexibility on monitoring media spend, this feature allows users to group campaigns together (across any connected ad platforms), then assign a total budget and a custom date range (not limited to calendar months) for monitoring over and under spends on that group of campaigns, aptly named a budget group. Budget groups can easily be duplicated, deleted, and modified.
While this tool was built for maximum flexibility, many of our users use it to monitor:
- Total cross-channel media spend
- Flighted single or cross-channel campaigns
- Non-monthly media budgets (weekly, quarterly, custom)
- Combining like-campaigns/tactics (search, display, etc.)
For those with many campaigns in each platform we have built an easy-to-use search function based on campaign name, or by label/tag assigned within the platform itself! Just like our platform-based budget monitoring, users will receive alerts in the same manner.
For more details on Morphio’s budget monitoring tools, we encourage you to check out our resource page.
Landing Page Monitoring
Further protect your digital marketing investment by using Landing Page Monitoring. This tool will monitor all of your landing pages that are actively used within your connect ad platforms.
If you have already connected your ad platforms, this tool is already at work! To ensure you’re receiving notifications when an issue is identified make sure that you have the alert toggled on within Platform Settings – Alerts.
For more information on Landing Page Monitoring, please visit this resource guide page.
The tools we’ve introduced so far have focused on monitoring progress towards achieving goals and protecting your investment in digital ads. Now, we are going to introduce two of our machine learning-based insight tools – Anomalies and Suggestions.
When used in tandem, these two features can help alert you to truly anomalous data points while also providing suggestions on how to improve campaign performance.
Anomalies. Morphio’s primary value is to defend against marketing failures and at the core of this is our machine learning algorithms, which analyze historical performance of metrics within connected platforms. When a current value falls outside the expected range of what was predicted, we will flag that as an anomaly.
Anomalies can easily be filtered based on a variety of criteria and the anomaly cards shown contain information about the platform/metric/campaign, a plot showing recent performance, and further context as to the severity current value, and the original expected range.
Suggestions. Here we take a step beyond identifying anomalies and offer suggestions on how to improve campaign performance based on recent trends across a variety of criteria (notably total impressions, click-through rate, cost per acquisition, and conversion rate) and how they compare to our machine learning-based expected range.
Depending on the platform and campaign type, Morphio will offer suggestions on how to improve overall campaign performance – whether that’s scaling budgets for strong campaigns, or potentially reviewing keywords and landing pages for those with potential issues.
For more details, please check out our Anomalies and Suggestions resource pages:
While the auditing of platforms is often at the forefront of a digital advertising review, it’s the last piece we’ll explore in this getting started guide.
Our most notable auditing features are the Budget Insights (formerly PPC Budget Audit) tool, helping marketers determine the right mix of media spend across campaigns and platforms, and Placement Auditing, an innovative new tool to help Google Ads users easily manage placement exclusions.
Budget Insights. Individual ad platforms will often suggest an increase in daily budget when performance looks good, and this can be a great way to scale. Our approach is a little different – we look at the performance (and trends) of all campaigns across the connected ad platforms and, depending on performance and scalability, provide suggestions on which campaigns should be scaled up, or scaled back.
Often, Morphio’s analysis will find ways to slightly decrease overall media spend, while maintaining (or even increasing) overall conversions – a great way to help optimize your media allocation!
Placement Auditing. Currently, many brands opt for a brand safety approach with regards to placement exclusions for display and video campaigns in Google Ads. This is a great start, but the reality is that placements on the Google Display Network (GDN) can vary significantly in quality, especially when considering in-app and YouTube placements.
Each Monday, Morphio’s Placement Auditing tool will analyze all of your placements on the GDN for the previous week and will score each of these placements based on a variety of criteria in order to generate a placement exclusions list based on a user-defined threshold.
We offer two ways for users to apply these placement exclusions to their Google Ads account:
- Manually by exporting a list (in a Google Ads friendly format), that can easily be imported into Google Ads.
- Automatically with Morphio’s Autopilot feature, which will automatically write these placement exclusions, at the campaign level, to the connected Google Ads account each week.
Given the sheer quantity of possible placements on the GDN, we encourage users to use Autopilot to continuously trim low-performing placements without the need for manual interaction.
Strategic note: A high click-through rate (CTR) with no conversions often signals a low-quality placement where ad clicks are either accidental, or seemingly forced.
For more about Budget Insights and Placement Auditing, check out the resources linked below. We also encourage you to review our On-site SEO Audit tool to ensure that your technical SEO elements are in good shape!
Thanks for following along with this getting started guide! We have covered a lot of material – from our simple initial setup, through goal setting, and our innovative tools that can help you protect your digital marketing investment.
For more information about all of Morphio’s features, check out: