The attribution analytics is core part of Attribuly. Learning how to optimize campaigns is the key to finding success.
In this article, we discuss the different approaches when adjusting a marketing plan.
Prepare customer data as much as possible. Make sure all the supported touchpoints are connected to Attribuly, and the UTMs are properly added to any links.
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Up to 72 hours are required to get data ready. To have a more insightful attribution report, you might wait for one conversion lag to get a full conversion path.
How to interpret performance metrics
ads channel, campaigns, ad set, ads
The tab pages combine major ad channels into one place, and categorize them into relative 4 tabs. The logic is quite similar to Facebook ads manager. The lower tab will only display filtered ads if you selected from a higher level.
Compare purchase tracking between Attribuly & Google/Facebook
Due to IOS14.5 and 3rd party cookie issues, Conversions data from different ads platforms and analytics could misreport frequently; And the data is sampled or estimation. One extremely valuable metric Attribuly offer is a conversion path for every conversion event, while not so at ads platform. The path is available for purchase, orders, customer column.
Merchants also compare Attribuly purchase data with Google/Facebook data( pulled from ads manager) to investigate the misreporting, and adjust the budget.
Budget Match Index
The ad spend and its performance mismatch for a long time.
“Half the money I spend on advertising is wasted; the trouble is I don't know which half.” Quote from John Wanamaker
Attribuly offers a mathematical method to evaluate the matches. The formula is:
BMI=(Event performance/total performance)/(campaign cost/total cost)-1
BMI value range is ( -100%, +∞). -100% means no conversion( any conversion defined such as purchase, check out, add to cart, or page view) generated by ads. so the budget should be decreased as much as 100% to match its performance. On the other hand, if the index value is >0, which means you may increase the budget.
e.g.: Campaign #1 costs 100USD, total cost 300USD; Revenue generated by this campaign is 400USD, and total revenue across all campaigns is 1,000USD.
BMI is (400/1000)/(100/300)-1=21%,
Meaning the revenue contribution is higher than its cost, so you may increase the budget by as much as 21% to match its performance proportion.
💡By default, the Ads & Influencer attribution table is sorted by BMI.
Return on Ads Spend
Merchants can compare ROAS data between Attribuly and Facebook/Goolge ads platform( if configured)
ROAS = (Revenue from advertising / Cost of advertising) * 100
Customers who have purchased any product, deduplicated.
Orders have been placed, in any status.
💡All the metrics from ads platform are calculated with selected time range: spent, CPM, clicks, CPC, CTR.
The icons in right upper corner give quick filter for channels. But the attribution model will still take this channel into calculation.
How to optimize campaigns
I want to get more traffic
The " First Click" model is perfect for the target in "All" channel attribution. The model gives all credit to the first clicked event. Sort the performance by BMI. Then you will get a list of the best cost-effective campaigns to the worst.
You might choose a longer time range to get more insight. And follow the BMI indicator to adjust budget.
I want to get more conversions
You might go to the "All" channel attribution module, and use "Linear" model to understand how each touchpoint contributes to final conversions. Choose at least 1 customer journey for time range.