Facebook Attribution: A Key Marketing Tool

Effective digital marketing and advertising use many different factors. Among them, understanding the buyer’s journey is a crucial way to gain insight into your ads.

The buyer’s journey is how people decide on what to buy. From start to finish, learning how people decide on buying your product can help. It allows you to optimize your entire campaign.

Facebook Attribution is a useful tool to learn more about how customers behave. Even then, how do you do attribution marketing measurement?

In this guide, we’ll talk about the Facebook attribution tool. What is it? How can you use Facebook as a marketing tool?

Here’s what you need to learn:

1. Understanding Attribution Marketing Measurement

Before we touch on Facebook attribution marketing, we need to first understand the value of attribution marketing. Any digital marketer understands that the underlying problem in marketing is attribution.

What is attribution in the first place?

Attribution, at its essence, is understanding how a user interacts with touch-points. It also helps you learn how user behavior affects the outcomes you want.

Trying to comprehend your buyers’ journey? Trying to identify better models? You need attribution.

Many use attribution marketing measurement as a way to:

learn the impact of your touch-points
calculate your potential return on investment (ROI)

The current limitations of attribution models, however, do not account the entire journey. Many models rely on what we call as last-click attribution. This type of attribution marketing measurement is inaccurate.

This does not reflect the accuracy of the entire buyer journey.

2. Using Facebook as a Marketing Tool

As we all know, a sale is almost never a single event. Even before a customer buys, the typical cycle starts at the first search.

Let’s say a customer uses a search engine. If they end the purchase in social media, social media gets the attribution.

Last-click attribution does not represent the entire journey. Facebook attribution measurement aims to solve that problem.

The Facebook attribution tool tries to assess the entire buyer’s journey. It uses behavioral data that is relevant to your business needs. This makes Facebook an optimal platform for ad spending.

Why?

It allows for proper impact assessment for your marketing channels and ads. This then leads to more effective use of your ad campaigns for a better ROI.

How does it work?

All you need to do is add your ad accounts, together with Updated Facebook Pixel and time zone and currency. You will see different data, including how you use your Facebook ad spending. From here, you will start receiving data from your marketing channels.

This includes:

Conversions
Impressions
Clicks
Visits

You will see nuances within data categories synced in your Facebook Attribution tool. You can see conversion events that you can analyze. You can even specify time-frames for attribution data analysis.

3. How To Perform Facebook Attribution Marketing

Once you set up your Facebook as a marketing tool, it only gets interesting from there. What we love about Facebook attribution measurement is the ability to change your attribution model. You can pick a number of attribution models, depending on what your business needs.

You can also set your attribution window, providing options for shorter and longer choices. This is great for businesses with different levels of budget. If you use Facebook ads with a high budget ceiling, you can then add a level of granularity to your data.

The level of customization that Facebook attribution measurement gives is astounding. It uses as many as 7 attribution models and 17 attribution windows. This gives wider options when it comes to attribution marketing measurement.

The different attribution models include:

Even Credit
Last Click or Visit
Last Touch
Positional 30%
Positional 40%
Time Decay 1-Day
Time Decay 7-Day

Combine these with many different attribution windows and you can get as much data as you want.

4. Adding Nuance

Once you set your attribution model, using your Facebook as a marketing tool should be a breeze. From here, you can give the channel breakdown a look. You can see which channels provide what type of data as well.

From data-sets, you can also see which areas of your campaign result in the best conversions. In the same fashion, you can also see areas where you are struggling and do something about it.

As you use your Facebook attribution tool, you will find that there are more features that provide you better channel insight. A good example of this is cross-device reporting.

Cross-device reporting gives you a better insight into the conversions happening across devices. From desktop to mobiles, it shows how many people interact with your campaign, from desktop to mobile and vice versa. When using Facebook attribution marketing, you also see segregation between:

Desktop only
Mobile only
Desktop-mobile overlaps

You will get information if someone interacts with an ad on mobile and goes over to desktop as well.

5. Comparing Your Models

From this point on, you can try to look for the best way to combine your attribution models. Some of the more common techniques in attribution marketing measurement are comparisons. Comparative models use a control as a baseline, using other models to give better insight data.

When using Facebook attribution measurement, you can use the last click or last touch model as a control. You then use either positional attribution models or time-decay models.

These give different visualizations, which also means a different understanding of your campaign impact. Once you compare this data, your Facebook attribution tool can underscore better how your touch-points lead to conversions.

Use Facebook Attribution Now

When it comes to your attribution marketing, using Facebook attribution as a marketing tool can give better insights on how your ads will perform.

By doing so, you calculate your ROI better. You also get a clearer view of which areas of your touch-points you need to improve.

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