5 Ways to Level Up Your Attribution and Reporting: A Worksheet
If your attribution and reporting efforts need some jazzing up, you’ll want to implement these five quick tips.
In this blog post, we'll show you how to analyze your campaigns in our attribution dashboard so you can see how your AdRoll campaigns work together and contribute to your customer’s path to convert. Your tab is comprised of two useful sections: AdRoll and Cross-Channel insights. Let's take a look.
The AdRoll section highlights the key takeaways and granular paths to conversion for your AdRoll attributed and influenced conversions. It also allows you to explore different rule-based attribution models and compare to the attribution model you are currently using. AdRoll insights includes two key features: Top Contributors and AdRoll Influenced Conversion Paths.
With Top Contributors you can:
Explore and compare six rule-based attribution models through the attribution dashboard: last click, last touch, first touch, linear, positional, and time decay. Each model has a unique set of rules for attributing credit to each AdRoll product leading up to a conversion. For example, you can see which tactics influence your customers at which stage. See how your performance changes as you adjust the attribution model to suit the goals of your AdRoll initiatives.
Attributes 100% of credit to the click that happened prior to a visitor converting.
Pros of last click/touch: Simple to follow and useful when a single touchpoint results in a conversion.
Cons of last click/touch: Both models are biased towards bottom-of-the-funnel tactics and therefore can’t depict how all touchpoints contribute to the conversion.
Attributes 100% of credit to the first touchpoint that brought a visitor into your purchase funnel.
Pros of first touch: Ideal for an acquisition or demand-generation campaign.
Cons of first touch: Limited view of a customer’s path to conversion.
Attributes equal credit across all touchpoints.
Pros of linear: An easy-to-understand introduction to multi-touch attribution.
Cons of linear: Makes it difficult to see opportunities for optimizing your campaigns and product use.
Attributes 40% credit to the first and last touchpoint, while each touchpoint in between receives linear credit.
Pros of positional: Acknowledges the importance of first and last touches while still attributing credit to all influencing touchpoints.
Cons of positional: May attribute too much credit to the first and last touchpoints, which could undervalue the nurturing touchpoints in between.
Attributes the most credit to the final touchpoint, with decreasing credit for each touchpoint before.
Pros of time decay: Provides insight into which touchpoints ultimately close conversions.
Cons of time decay: Devalues prospecting and top-of-the-funnel touchpoints.
|Attributed conversions||The number of conversions attributed to your AdRoll ads based on the selected Attribution model.|
|CPA||Cost per acquisition: Your average spend per attributed conversion.|
|ROAS||Return on ad spend: Your profit per dollar spent, generated from conversions that happen after someone views your ad.|
|Attributed revenue||Total earnings attributed to your AdRoll ads.|
|Average order value||Your average revenue per attributed conversion.|
|Spend||Amount spent on ads.|
|Average time from last touch||Average time from the last AdRoll view or click prior to conversion|
|Average time from first touch||Average time from the first AdRoll view or click prior to conversion|
Looking at your cross-channel performance is a great way to see which channels are the key drivers of your customer journey. View your UTM-tagged campaigns alongside your AdRoll impression and click data to better understand what channels are influencing the path to conversion.
With cross-channel Top Paths you can:
|Conversions||The total number of unique conversions generated for each conversion path.|
|Influenced||Touched by or assisted by a channel but not attributed with current model.|
|Average order value||Your average revenue per conversion.|
|Time to convert||Average days it takes for your users to convert.|
|First AdRoll touch||Average first tracked AdRoll touch in the selected time range.|
|Last AdRoll touch||Average last tracked AdRoll touch in the selected time range.|
Now that you know more about our attribution dashboard, sign in to AdRoll to analyze your campaigns in more detail.
Originally published on January 4th, 2018, last updated on June 16th, 2022.