Are you struggling to properly attribute your sales to your marketing efforts? Or would you like to learn more about attribution on Facebook and Google?
Chris shares tips and techniques to help sellers track sales attribution. You'll also austria business email list see how to credit a sale when multiple touchpoints are involved.
Attribution Assignment: The Biggest Problems
From a high-level perspective, think of attribution as linking a desired outcome, such as a sale or lead , to a particular traffic source. What Facebook ad caused a user to feel engaged? Was it an email that led them to make a purchase?
While the basic concept of attribution is easy to understand, attribution allocation gets complicated when it involves managing analytics and advertising platforms.
Not only are there different attribution models , but attribution also varies depending on the platform, tools, metrics, and data overlap.
Facebook Ads Manager may attribute the sale of 300 products to your Facebook ads, but your cart shows that you only sold 100. At the same time, Google Ads may also claim that you generated a sale of 300 items.
But this doesn't mean that 600 devices have been sold between the two advertising platforms. In fact, your sales figures say otherwise.
Allocation of attribution across platforms
Every ad platform has an attribution system built into it at the ad level. This means it will record leads or purchases, and then try to trace them back to a specific ad on the platform that supposedly generated the desired result.
The problem is that advertising platforms only have access to their own advertising data and therefore one can only speak from that perspective.
[Tweet “Neither Facebook nor Google have any information about traffic coming from other platforms at the ad level.”]
Certain networks and search engines also don't take into account results from other traffic sources, such as email or other marketing efforts. For that, you need to access separate attribution tools built into the advertising products.
Attribution tools go further and provide a broader picture of other traffic sources. Ideally, this information provides a clearer view of the interaction between many traffic sources and shows how they work together to achieve a given outcome.
Google Analytics and Facebook Ads Manager both offer built-in attribution tools. However, Facebook recently created a separate tool called Attribution that is separate from Facebook Ads and Facebook Analytics.
