Our digital team attended a live webinar last week hosted by Marin Software and Facebook to ensure we are learning the latest information on cross-channel attribution in order to better assist our clients. Here’s what you need to know about cross-channel attribution:
WHAT IS CROSS-CHANNEL ATTRIBUTION?
Attribution refers to assigning credit to a conversion from a click, view or other ad interaction. Unlike the historical default last-click attribution, which Google is rumored to be phasing out, cross-channel attribution accounts for all channels that lead to the customer action.
HOW DOES IT WORK?
Cross-channel attribution follows a consumer’s path to conversion by following multiple engagements across different platforms. By analyzing what was clicked, when it was clicked, and on what device, credit for a conversion can be more accurately assigned.
WHY IS IT IMPORTANT?
Google AdWords states 90% of people start an activity on one device and finish it on another. Because cross-channel attribution can more effectively follow this path, it can help us better understand our audience journey, and thus make better spending decisions in the future. Without this type of attribution, we could not account for a conversion that was completed on a desktop, but began hours earlier with a mobile ad click.
As mobile use and advertising continue to grow, cross-channel attribution is an increasingly important part of our future. As always, if you have questions on this, feel free to send us a note.
