Want to better understand your customer’s journey across devices and channels? Have you heard of the Facebook Attribution tool?
In this article, you’ll learn how to use Facebook’s new Attribution tool to measure the effectiveness of your ads.
What Is the Facebook Attribution Tool?
Before we dive into the Facebook Attribution tool, it’s worth looking at attribution in the wider context of digital marketing. If you ask any digital marketer about the biggest issues they face right now, one of the answers will certainly be attribution.
In its simplest form, attribution is the process of matching actions such as purchases to specific marketing channels so you can measure the impact of those channels on your business and determine the return on investment (ROI).
But here’s the issue: people don’t just buy products using one device in a single session. There’s often more consideration required when purchasing, with multiple visits to a website over a longer period of time, particularly for high-priced items or services.
Also, with multiple advertising platforms competing to be responsible for your end results such as a lead or sale, it can be hard to attribute the final action to one specific channel.
Assume somebody scans for an item on Google, visits the site, however, doesn’t purchase on their first visit, and afterward taps on a Facebook site remarketing promotion for that equivalent item and proceeds to buy it. Is Facebook in charge of that buy or is Google (since it was found there first)?
As of now, with last-click attribution, that buyers would be ascribed to Facebook, despite the fact that the first movement source was Google.
Facebook’s Attribution device enables you to legitimately evaluate the full change way for the occasions that issue the most to your business. With it, you can break down the genuine effect of your promoting crosswise over channels and gadgets, and successfully measure ROI.
Since you realize what the Attribution apparatus is, here’s the way to utilize it to more readily comprehend your client’s adventure and utilize those discoveries to make more successful promotion crusades.
Assume somebody scans for an item on Google, visits the site, however, doesn’t purchase on their first visit, and afterward taps on a Facebook site remarketing promotion for that equivalent item and proceeds to buy it. Is Facebook in charge of that buy or is Google (since it was found there first)?
As of now, with last-click attribution, that buyers would be ascribed to Facebook, despite the fact that the first movement source was Google.
Facebook’s Attribution device enables you to legitimately evaluate the full change way for the occasions that issue the most to your business. With it, you can break down the genuine effect of your promoting crosswise over channels and gadgets, and successfully measure ROI.
Since you realize what the Attribution apparatus is, here’s the way to utilize it to more readily comprehend your client’s adventure and utilize those discoveries to make more successful promotion campaign.
#1: Set Up the Facebook Attribution Tool for Your Business
The first step in using the Facebook Attribution tool is to configure it based on your business type. In the Ads Manager main menu, navigate to the Measure & Report column and click Attribution.
After the Attribution tool dashboard loads, you see a welcome screen. Click Get Started and a new window will appear where you choose how your business is organized.
Facebook gives you multiple options: Single Business; Separate Brands, Verticals or Regions; and Agency. In this article, we’ll look at how to set it up as a single business, so select Single Business and click Confirm.
