Optimizing digital marketing campaigns: how attribution models and ad servers changed the game

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No industry has been better able to adapt to the new times than the advertising industry. The sector has evolved in recent years, acquiring tools that are increasingly better suited to understanding how users interact with a brand or buy a product. Some of these tools are attribution models and ad servers . Learn all about the approach that changed the way successful digital marketing campaigns are managed.

Attribution models are used to determine how to assign the value of a conversion or sale across multiple marketing touchpoints or channels. These models help you understand the contribution of each channel in the conversion process, allowing for more realistic business decision making and efficient budget optimization.

There are many attribution models , so it can be difficult to determine which one to use: it will depend on the objectives that the client tells us and the marketing benefits with truemoney database strategy that we carry out to achieve the results. This is what digital marketing specialists face every day, since depending on the model we choose, we will obtain some insights or others. In addition, each platform (Meta, LinkedIn, Google Analytics...) has its own attribution model that will report different results.

The importance of Ad Servers
To manage a campaign more efficiently, it is possible to rely on Ad Servers , technological platforms that allow advertisers and publishers to optimize, manage and distribute ads on numerous paid channels. In addition, they measure the user's steps, taking into account the traceability of the channels involved in the result obtained. With AdServers, it is possible to have data from different integrated platforms and a more complete view of how the channels participate and help. In this way, we know when and where each channel has had an impact and how it has contributed, and thus make more realistic decisions.

An example that can help us understand it is:

Let's imagine that a user is impacted by a Meta ad, but makes the purchase the next day through a Google search. The campaign will count that conversion as its own, since Meta's attribution model is 7 days after the click and 1 day after the view. On the other hand, the client's CRM, normally governed by a Last Click model, will record that conversion in Google Ads.

It is essential that the client understands that without this impact on Meta, the user would surely not have performed the search and purchased the product.

This always leads us to the conflict of conversion volume with the client. The first thing to keep in mind is that each platform will report a result and they will hardly coincide because each platform reports what it sees. How can these discrepancies be reduced? With an Ad server it is possible to have complete traceability.