Ad platforms use their attribution models to tell you which campaigns contributed to conversions (leads, sales, subscriptions or whatever is most important to your business). The way they measure attributed conversions is an opinion based on the data available to the platforms. It’s subject to limitations (for example, conversions need to occur within 7 days …
Attribution is opinion, canonical conversions are fact Read More »
There’s a commonly cited Neilsen study that revealed that 92% of consumers trust referrals from family or friends more than any other type of advertising or referral. If you read that report and think “I wonder how much of my traffic comes from word of mouth”, well it’s actually not that easy to find out. …
The difficulty measuring ‘dark social’ traffic and word of mouth Read More »
The Search Advertising Market has been valued at 178 Billion in 2021 and is expected to grow at an 8.5% Compounded Annual Growth Rate from 2021 to 2018. Search is an important part of the Marketing Mix for most companies. One of the drivers of Search Advertising’s rise is its (alleged) ease of measurement: thanks …
Ever since Apple gave users the right to turn off tracking in the iOS14 update, marketers have been scrambling for a measurement solution. In our Reforge piece on “The Attribution Stack”, we wrote in depth about all of the methods you can use to evaluate the effectiveness of your ad dollars, and we think it’s …
Anyone who’s ever run an online marketing campaign has encountered URL parameters. These are an additional section you add at the end of the URL, usually to track the marketing source of people who click on your ads, emails, or other marketing campaigns. Because over 60% of the internet uses Google Analytics, these are normally …
Nobody sits down to make a channel investment decision they hope will immediately lose millions of dollars and get them axed, but that’s what’s at risk if you’re using purely cookie-based attribution. Attribution expert Michael Taylor compares cookie based attribution to “looking under a street light for a wallet you lost on the other side …
Google Analytics Channel Attribution Made Us Switch Off Our Growth Engine Read More »
