I'm helping someone market an indie movie and having a bit of a problem with one aspect of it that seems fairly unique to this industry.
Most (really all) of transactions take place on partner sites – either movie theater sites for theatrical or VOD/streaming platforms (Amazon, iTunes, etc.) – so it's hard to get transaction or conversion data to make my advertising more efficient. At best, I'm getting transaction volume updates daily.
I have two thoughts on this:
- I'm going to use GTM on a landing page to qualify cold traffic and convert them to warm leads, then retarget that audience for purchases. Does it make sense for the retargeting campaigns to push directly to the partner sites for transactions (fewer steps), or back to my landing page where I can create a tag that counts for conversions (ie. click a 'Purchase Tickets' or 'Buy Movie' button that takes them to the partner site)?
- Is there a simple way to share FB pixel data with partners? I know I won't get that from platforms, but maybe for theaters or smaller partners I could. I know agencies, etc. likely deal with this all the time but I'm used to advertising for sites that I have backend access to.
If you have any other recommendations on how to go about this, please let me know!