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?
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Chris shares tips and techniques to help sellers track sales attribution. You'll also see how to credit a sale when multiple touchpoints are involved.
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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.
[Tweet “You can find Facebook Attribution in a separate section in your Facebook Business Manager account.”]
Google Analytics has a standard attribution tool that is accessible to all users, as well as a standalone attribution tracking tool called Google Attribution 360 for paid accounts.
The difference between Facebook attribution and Google Analytics
The biggest difference between Facebook Attribution and the free attribution tools found in Google Analytics is that Facebook Attribution requires the account administrator to turn it on and configure it.
Even if you're running ads on Facebook, it doesn't mean Facebook automatically tracks attribution.
This also means that Facebook Attribution won't have access to any data prior to the date you set the tool to start reporting. It only tracks from that day forward.
Google Analytics, on the other hand, is freely accessible and provides attribution data to anyone with an account, and comes pre-configured.
Chris finds the attribution found in Google Analytics easy to understand and enter, especially if you need to start using attribution soon.
