In October 2018, Facebook Attribution was launched – a new ad measurement tool that offers a more complete overview of the customer journeys of consumers. In effect, guesswork is taken out of the equation, thereby increasing the impact of your ads. In this blog post, I have compiled four good reasons why you should start using Facebook Attribution immediately.
Better Insight Into the Complex Customer Journey
Facebook Attribution enables your company to track users across different devices and channels – and for a longer attribution window than hitherto possible. In a time where the customer journey is becoming increasingly complex, having that specific option is vital – as the following example demonstrates:
A user has noticed your company’s ad on Facebook mobile and is subsequently exposed once more to the same display banner on desktop. The user then reads product reviews on Google, until he ultimately purchases your product after having conducted a search for it directly on your website.
In a case like this, companies often attribute the entire conversion value to the “Last Click”. Doing so will, however, provide you with an over-simplified version of the customer journey, which began much earlier during the user’s exposure to an ad on Facebook mobile.
You can change all that with Facebook Attribution, which offers unique insight into the entire customer journey from first exposure to conversion. Hence, Facebook Attribution can help companies get a more accurate impression of the actual value of their ads and other marketing initiatives.
Get a feel of how it’s done in the paragraph below, where we provide you with four good reasons to use Facebook Attribution.
1. People-based Measurement
Facebook Attribution uses people-based measurement that combines data from e.g. Facebook logins, Pixel, app, and offline events to attribute different actions to users across devices and channels.
People-based marketing has proven itself to be more effective than cookie-based marketing, as cookies relate to specific browsers and devices. As a result, the same user will typically be identified as multiple users on different devices, making it very difficult to get good insight into the consumer’s digital ad experience.
Since the introduction of people-based measurement, it has become easier to target the right consumers across their connected devices – thereby increasing the odds of acquiring knowledge about the increasingly complex customer journey.
2. Expanded Attribution Models and Windows
The attribution models of Facebook are composed of a set of rules or algorithms that determine which touch points are credited with conversions – as well as how much credit each of them is to receive.
Facebook offers five static attribution models by default: Last Click, Linear, Last Interaction, Positional, and Time Decay.
With the arrival of Facebook Attribution, it became possible to make use of a data-driven attribution model. The model is based on machine learning and provides measurements that are more precise and closer to the true added value than the default attribution models.
In addition, the “attribution window” has been expanded. An attribution window is defined as the number of days between a person viewing or clicking an ad – and said person performing an action that must be allotted a value. The default settings for Facebook’s attribution window shows the actions performed within one day of your ad being viewed by someone. In terms of a click, the corresponding number is 28 days. You can change the settings to 1, 7, or 28 days – and that goes for both views and clicks.
Facebook Attribution has introduced shorter as well as longer attribution windows. It is now possible to select an attribution window with a timespan of as much as 90 days.
As an advertiser, it is important to adjust your attribution models according to the needs of your business. If you are running a B2B business, it can take weeks or even months for a user to convert, whereas B2C businesses often experience conversions taking place on the same day as the user has been exposed to the ad. Regardless of which attribution window you are applying, Facebook will never count the conversions (or other performed actions) that occur outside of an attribution window.
3. Cross-device Tracking
Facebook Attribution can also show you how users interact with your ads on multiple devices. Hence, it can provide you with insight into the number of users who, percentage wise, were exposed to a specific ad on the desktop version but converted on mobile. Or vice versa. It is yet another example of how Facebook Attribution enables you to track a user across different devices.
In the example below, 51 % of all conversions from desktop occurred after the users interacted with one of our ads on mobile. In other words, a rather large share of your company’s conversions may very well include both computer and mobile devices.
Cookie-based measurements cannot evaluate conversions across different devices in the same way. As a result, mobile devices are often attributed less conversions than they should be. Conversion data from Facebook is particularly affected by this, as 95 % of users log on to the social network from a mobile device.
To sum up, Facebook Attribution enables you to start analyzing whether conversions occurred via a single device or across multiple devices.
4. Top Channel Performance
Last, but not least, you should use Facebook Attribution because it gives you an overview of top channel performances. This includes off-Facebook sources such as Google Search and Bing.
Up until this point, it has not been possible to view cross-channel performance in Facebook – but you can now! With the introduction of Facebook Attribution, it has finally become possible to gain insight into the number of cross-device conversions, as the “Custom Reports” setting allows you to compare two or more channels based on the conversion events you have set up.
With their people-based measurements, cross-device tracking, and insight into conversions across off-Facebook sources, Facebook Attribution has become a serious competitor to Google Analytics and can be used to great effect as a supplement to data from Google Analytics.
Would You Like to Know More?
Would you like to know more about Facebook Attribution – or does your company need help getting started with Facebook’s latest ad measuring tool? In that case you are more than welcome to contact us. We have in excess of 15 years of experience when it comes to realizing the digital potential of large Danish and international companies, including Rockwool, Falck, and FI Schmidt.