For all of the recent advancements in the industry, social marketers still struggle with attribution, and while that difficulty is understandable (can you explain your weighted attribution model and why you chose it"), successful attribution is paramount for campaign optimization and maximizing return on ad spend.
Sure, Facebook offers a suite of useful tools for tracking consumer interactions (including tracking in-store sales), which are rapidly becoming more refined and effective, so what?s the problem"
Those tools happily assign all credit for the conversion directly to the Facebook ad that sealed the deal. This method suits Facebook just fine; after all, it is seeking to increase ad revenue to keep those eye-popping quarterly results afloat. But that approach hardly benefits marketers running full-fledged cross-channel, cross-device campaigns with varying goals and objectives.
These marketers understand that consumers view multiple ads across a variety of channels, research products and pricing and then make purchases, and they need to weigh each interaction along the purchase funnel and assign them the credit they?re due based on campaign structure?which puts us right back where we started: struggling with attribution.
That?s not to say that Facebook?s tools aren?t helpful–they certainly can be, depending upon a marketer?s situation. For example, Facebook offers marketers a standard conversion window that tracks user activity (one day for users who v...