Facebook has created several tools to help businesses measure and optimize their ad campaigns’ success over multiple platforms. The Facebook Attribution tool is free to use and made specifically to provide a holistic view of your ad performance on and off Facebook.
The Set Up
In Facebook Business Manager, you will find a new feature, the attribution section. In the upper left-hand corner of your settings, you will see this section.
Facebook will then ask you to describe the type of business you are. Are you a small business? An agency? Do you have multiple brands? There are many different factors that Facebook takes into account, including the possible multiple brands you’re involved with.
Once your pixel has been set up, it will need to be integrated into your attribution tool. Pixels have always been important because Facebook tracks interactions with your brand, website, and more using pixels.
The next step is adding the additional platforms on which you conduct business. It could be Google or AppNexus, to name a couple. Adding these platforms will give you a holistic view of all the platforms you’re using, which allows the attribution tool to actually work.
Your user is not just on Facebook. They could be on another platform at any given moment, including Snapchat, Twitter, Pinterest, LinkedIn, etc. All these different platforms are trying to integrate data into a cross-platform attribution model.
Once you’ve completed the integration, the attribution tool is going to come up with a ton of data that you can analyze.
Attribution model and window
The credit that each touchpoint is given for making a conversion is determined by attribution models. You will see results on your conversions and ad performance more clearly through these attribution models.
All touchpoints that you need to consider are specified by separate attribution windows. These windows will let you choose which touchpoints the model should use to credit the conversion.
Facebook’s default setting is a last-touch model with a 28-day click window and a 1-day impression. For instance, if a purchase was made through your chosen conversion touchpoint, you will see the results of purchases that happened within 28 days before the purchase via last ad click, or 1 day within purchase and its last ad impression – whichever comes last. However, you can always change the settings to suit your preference.
Facebook attribution reporting has three sections:
- Performance: Compare your ads’ impact across different touchpoints: direct, organic, and paid. You can use the data-driven attribution model, which gives a certain percentage of credit to every touchpoint on the basis of progressive impact on your business goals.
- Cross-device: Discover how your audience engages with your business and other platforms across different devices.
- Custom Reports: Customize your reports with breakdowns according to your campaign names.
The Facebook Attribution tool has advanced further than Google and Amazon. Google’s still in beta and Amazon is reportedly making initial tests. That said, with the help of this tool you can adjust your campaigns to have better traction and conversion. There’s definitely more to come, as this is just the beginning for cross-platform marketing.