Everything You Need to Know about Attribution on Facebook and Google
In marketing, the term ‘attribution’ refers to the identification of a set of user actions that contribute in some manner to a desired outcome. It is the process of giving credit of a conversion to a marketing touchpoint.
The Social Media Examiner contributor Michael Stelzner has shared an article highlight the ways to track attribution on Facebook and Google.
Stelzner says, “Every ad platform has a built-in attribution system at the ads level. This means it will record leads or purchases and then try to tie them back to a specific ad on the platform that supposedly generated the desired result.
The issue is that ad platforms only have access to their own ad information and can only tell a story from that perspective. Neither Facebook nor Google has insights on the traffic coming through the other platform at the ads level. Nor do they account for results from other traffic sources like email or other marketing efforts. For that, you have to access separate attribution tools built within ad products.
Attribution tools look beyond their own platform and provide an all-inclusive view of other traffic sources”.
Read the full article on the following page.
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