Have you asked yourself if your Facebook ads are really working? There’s a new tool that will help you answer that question; the attribution tool. This tool will help you analyze the impact of your campaigns both on and off of Facebook.
The Facebook attribution tool uses people-based measurements which take into account all data, from tracking connections, Facebook logins, offline events, and apps. This helps to attribute actions to individuals within multiple channels and using multiple devices – whether it’s organic or paid.
Aside from Facebook, we use many different platforms such as Instagram, Google, email and a slew of other things to advertise. However, all of them are in little silos. Each platform has their own way of documenting and reporting. There has been no cross attribution until now.
Foes to Allies
Facebook has come up with a platform where all the major players within the tech industry. This means businesses who have been fierce competitors in the past can now effectively share data and work together.
All this for the overall benefit of selling the consumer more.
You know what’s going on your Facebook page through its analytics, but you don’t how the user found your page unless they were retargeted from an ad in your email newsletter. There’s very little cross-platform attribution. What Facebook has come up with is the beginning stages of an attribution model.
Because there are so many platforms involved, it’s very different when it comes to touch points. Your user may visit your page from:
- Reading a blog post
- Signing up for your email list
- Receiving an email from you
- Seeing a retargeting ad on Instagram
For a while, there was no real solid way to put them all together – but Facebook seems to have found a solution.
Why You Should Care
This new free tool is powered by Facebook Pixel, through which you can get reports on campaigns from several different platforms. These reports show how your ad campaigns are influencing your user’s action – where they come from, what they purchase, and the conversion process.
The antiquated way of attribution is first-click-last-click. Typically it’s last-click, which means your user might have seen a retargeting ad on an email and then converted on a Facebook ad. Therefore, Facebook will get 100% of the attribution because it was the last click attribution.
Now there are ways within Facebook attribution platforms where you can see the different percentages of where your conversions potentially came from, not just last-touch attributions.
There are so many different pathways and touchpoints that your user could go through. Knowing the origins of your conversions can help you maximize the use of each platform for your marketing strategy. It’s revolutionary that Facebook has opened up to working with other platforms in order to deliver a better understanding of how you connect with your users.
At the end of the day, it’s all about transparency and making it work for your business.
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