If you have ever spent time digging into your ad attribution tools like Facebook Insights or Google Analytics you know how difficult it can be to get a clear picture of your campaigns effectiveness in a multi-touch environment.
In today's world visitors will often interact with a wide range of ad campaigns prior to converting.
Attribution aims to make sense of the chaos and manages the attribution for all those campaigns on one easy to use dashboard.
How does it work?
Attribution uses a combination of cookies, events, and a proprietary models to track your visitor's interactions with your pages and your campaigns.
When a visitor first arrives to your website Attribution will install a tracking cookie into their browser, this cookie will assign an anonymous_id for the visitor that allows Attribution to track the visitor as they interact with your ads & pages.
Eventually when your visitor decides to identify themselves by signing up, subscribing, or making a purchase an identify() event will be fired, this identify() event will replace the anonymous_id with more realistic traits like userid, name, or email.
Now that the visitor has been properly identified Attribution will connect with one of your conversion tools like intercom, salesforce, pipedrive, hubspot or stripe to send revenue for that visitor when they make a purchase. This revenue will be used to calculate the return on ad spend for your campaigns within a specific date range.
Since Attribution can see all of this visitor's ad clicks, interactions, and events that led to conversion this data will be modeled out in Attribution and provide return on ad spend for your specific campaigns or channels. To add to this, each conversion is fully auditable and can be walked back to the first initial visit.
How can I install Attribution?
Attribution's installation is a four step process:
- Track your visitors
- Identify() your visitors
- Send conversion events
- Connect ad integrations & create filters
If you use a tool like Wordpress, Shopify, Segment or Heap the first three steps can be completed with a few clicks. Depending on how you plan to install the process can take 24hrs - 3 days.
You can learn more about installing Attribution here.
What attribution models can I use in Attribution?
Out of the box Attribution offers five different models that can be easily adjusted to see the effectiveness of your advertising.
What ad platforms does Attribution integrate with by default?
- Microsoft Advertising
- Custom filter by UTM parameter, referring domain, or path
- Some offline events
If you're curious to learn more see here.
Things you can say to your boss after using Attribution
- We spent X amount on our Facebook ads and got Z in revenue
- Our X campaign out performed our Z campaign by 2x
- Our campaign X is drove more sign ups than campaign Z
- Our X campaign is highly profitable
- Keyword X is far more profitable than keyword Z
- We spend X amount and got Z amount of sales qualified leads.
- Our X campaign is did not perform so well
- We are actually seeing true return on ad spend where we can audit every single conversion
How should I use Attribution to analyze my advertising efforts?
The beautiful thing about Attribution is that data is always updated on the fly. This means you can apply different attribution models & settings to dig into your data without losing anything. Here you will find an article on using Attribution to analyze the effectiveness of your campaigns in specific situations.
If you are curious to learn more please feel free to start a chat with one of our reps by clicking the chat icon to the right of the dashboard or writing to firstname.lastname@example.org