4 ms·

Yes, tracking last-touch is easy. but last touch is far from the whole story, and once you move away from simply tracking last touch, it gets really complex.

by lsc 11y ago

Yes, tracking last-touch is easy. but last touch is far from the whole story, and once you move away from simply tracking last touch, it gets really complex. Sure, the user saw the facebook ad or clicked on the facebook ad. But... does that just mean that facebook is good at showing ads to the sort of people who already buy those products? (I know that when I'm running without ad-blocker, I already own most of the products that correctly-targeted ads try to advertise to me. My argument is that the ads are merely following my preferences, not driving those preferences.)

mbesto 11y ago
I'm not sure you're completely understanding how it works. I can actually run an ad on Facebook and with a conversion pixel I can see what the ROI return is. Read this for more details: http://blog.wishpond.com/post/63739323752/how-to-use-the-facebook-ad-conversion-pixel-to-track http://blog.wishpond.com/post/63739323752/how-to-use-the-fac...
- nl 11y ago
  "Attribution" means more than just the last click. If you see an ad on TV, and then 2 minutes later receive an ad on Facebook for the same product, click through and buy then how much is the TV ad responsible vs the Facebook ad. Same for Youtube ads. Typically (as a very broad rule) people don't click through to purchase from a Youtube ad. And yet lab (and other) studies show an increased propensity to purchase a specific product after Youtube advertising exposure. As an ad buyer, how much do you spend on those TV/Youtube Ads, vs how much for the final click. lcs's point is that sometimes that (paid) final click comes from a user who was probably likely to purchase anyway. So an advertiser would be better off paying more for wider exposure than for that final click (assuming a fixed budget etc etc). This is a live problem right now, and a solution is worth billions of dollars.
  - 467568985476 11y ago
    Which studies in particular?
    - nl 11y ago
      Well there's one I'm involved with atm which is unpublished yet. But more broadly there are quite a lot of industry and industry-body sponsored ones, eg: https://www.thinkwithgoogle.com/articles/online-video-ads-drive-consideration-favorability-purchase-intent-sales.html https://www.thinkwithgoogle.com/articles/online-video-ads-dr... http://www.emarketer.com/Article/Mobile-Video-Ads-Lift-Brand-Metrics-Japan/1013426 http://www.emarketer.com/Article/Mobile-Video-Ads-Lift-Brand... https://scholar.google.com.au/scholar?hl=en&q=video+ad+exposure+buying+intent https://scholar.google.com.au/scholar?hl=en&q=video+ad+expos... will find more.
      - shostack 11y ago
        Can you share any details of the study you are involved in?
        nl 11y ago
        No details (embargoes etc), but the short version is that videos ads work.
        thenomad 11y ago
        Interesting. Is that true even if you're only able to consider last-touch rather than the whole picture? (For example, if you're a performance marketer working on commission for leads or sales.) I've not yet seen spectacular results for video, speaking as someone in the above category (some of the time) but my hunch has long been it can be very effective.
        shostack 11y ago
        I'd be shocked if this was the case given how much of video is pre-roll and the "view but don't click" nature of it. You'd have to have a pretty friggin' compelling CTA to get someone to click it and drop your cookie.
        nl 11y ago
  - mbesto 11y ago
    True, which is why you need to augment it with other services...for example Custora: https://www.custora.com/tour/retention_lifecycle_marketing/ https://www.custora.com/tour/retention_lifecycle_marketing/

by lsc 11y ago

mbesto 11y ago

I'm not sure you're completely understanding how it works. I can actually run an ad on Facebook and with a conversion pixel I can see what the ROI return is. Read this for more details: http://blog.wishpond.com/post/63739323752/how-to-use-the-facebook-ad-conversion-pixel-to-track http://blog.wishpond.com/post/63739323752/how-to-use-the-fac...

nl 11y ago
"Attribution" means more than just the last click. If you see an ad on TV, and then 2 minutes later receive an ad on Facebook for the same product, click through and buy then how much is the TV ad responsible vs the Facebook ad. Same for Youtube ads. Typically (as a very broad rule) people don't click through to purchase from a Youtube ad. And yet lab (and other) studies show an increased propensity to purchase a specific product after Youtube advertising exposure. As an ad buyer, how much do you spend on those TV/Youtube Ads, vs how much for the final click. lcs's point is that sometimes that (paid) final click comes from a user who was probably likely to purchase anyway. So an advertiser would be better off paying more for wider exposure than for that final click (assuming a fixed budget etc etc). This is a live problem right now, and a solution is worth billions of dollars.
- 467568985476 11y ago
  Which studies in particular?
  - nl 11y ago
    Well there's one I'm involved with atm which is unpublished yet. But more broadly there are quite a lot of industry and industry-body sponsored ones, eg: https://www.thinkwithgoogle.com/articles/online-video-ads-drive-consideration-favorability-purchase-intent-sales.html https://www.thinkwithgoogle.com/articles/online-video-ads-dr... http://www.emarketer.com/Article/Mobile-Video-Ads-Lift-Brand-Metrics-Japan/1013426 http://www.emarketer.com/Article/Mobile-Video-Ads-Lift-Brand... https://scholar.google.com.au/scholar?hl=en&q=video+ad+exposure+buying+intent https://scholar.google.com.au/scholar?hl=en&q=video+ad+expos... will find more.
    - shostack 11y ago
      Can you share any details of the study you are involved in?
      - nl 11y ago
        No details (embargoes etc), but the short version is that videos ads work.
        thenomad 11y ago
        Interesting. Is that true even if you're only able to consider last-touch rather than the whole picture? (For example, if you're a performance marketer working on commission for leads or sales.) I've not yet seen spectacular results for video, speaking as someone in the above category (some of the time) but my hunch has long been it can be very effective.
        shostack 11y ago
        I'd be shocked if this was the case given how much of video is pre-roll and the "view but don't click" nature of it. You'd have to have a pretty friggin' compelling CTA to get someone to click it and drop your cookie.
        nl 11y ago
- mbesto 11y ago
  True, which is why you need to augment it with other services...for example Custora: https://www.custora.com/tour/retention_lifecycle_marketing/ https://www.custora.com/tour/retention_lifecycle_marketing/