Digital Media Attribution Tracking

Enterprise Grade Multi-Touch Attribution Made Simple and Affordable

“How much influence did a Facebook ad impression have in a conversion?”

“Do my display ad campaigns influence my organic search?”

Attribution is the process for determining which marketing touch points led to a conversion.

 

Orange142 tracks all stages of the media and consumer marketing cycle. This cross-channel attribution allows Orange142 to make dynamic optimizations, collaborate with our advertising partners on improving overall performance and media spend, and ensure that no advertising dollar is wasted.

  • Understand how channels influence each other and uncover the entire path to conversion on the user-by-user level. This works cross-device and across multiple conversion events.
  • Make decisions based on clean data. Make smarter campaign decisions based on normalized, centralized, and organized customer interactions.
  • Correctly manage campaign budget. Orange142 utilizes insights from the attribution tracking to recommend budget allocations through the life of the media program.
  • Know how much credit to give to each channel. Orange142 provides all of the base attribution models (first-touch, last-touch, etc). Weight the different stages of the marketing funnel separately and calculate a true Return on Ad Spend (ROAS).

Orange142 can provide attribution tracking for all digital advertising

  • Paid Search
  • Display
  • Native
  • Video
  • Paid and Organic Social
  • Content Marketing
  • Email
  • Organic
  • Social Influencers
  • & More

“Rule Based” Attribution Models

Orange142 provides all of the base attribution models:

  • First Touch
  • Last Touch
  • Even Weight
  • Time decay

 

 

 

 

 

Path vs Customer Views

In addition to providing attribution for ROI reporting, our solution allows for deep analysis of path to conversion down to detailed individual customer journey. We can evaluate channel impact not just from a touch standpoint, but from an engagement view as well. This allows us to make media adjustments based on platform performance with a more informed decision in hand.

Reporting & Dashboard

Here you can see where an individual path to purchase is traced, chronologically showing how the user engaged with the brand by touch-point, date/time stamped & how each touchpoint is valued by the algorithm.

The attribution dashboard is built from the granular results shown on above. The attribution dashboard is built from this granularity, aggregating up to examine results & opportunities by touchpoint, channel, customer segment and overall engagement.

Quickly uncover how each marketing channel is performing across every attribution model.

How does CPA compare and different for first touch vs last touch vs multi-touch?

Onboarding Made Fast and Simply

  1. Add Orange142 tracking code to your site
    1. Attribution tracking pixels are added to the site. Our pixels integrate seamlessly with Google Tag Manager, Shopify and most other platforms.
  1. Bucket Rules
    1. No need to change your click through URLs / UTMs. Orange142 defines marketing buckets based off your existing landing pages.
  1. Impression Tracking Pixels
    1. Track your media for post-view credit. Includes Connected TV, redirects and general display.

Example Use Case:

Advertiser: “Attribution is one of our biggest challenges. Walk us through exactly how you’d solve for the following situation in order to account for the entire journey”

While simple to understand and measure, attribution models may only provide a glimpse into the customer journey. Searching for ways to show how marketing efforts are bringing new audience members to the website, marketers have employed first-touch methods.

Similarly, last-touch attribution models became a popular way to show which marketing efforts contribute directly to sales. The fundamental flaw in each of these approaches is they are blind to which touch points are helping customers out along the way and to other factors influencing the buying decision.

In the example below, Jane has been exposed to a variety of marketing touch points. This in turn creates the need to weigh the path by which she engaged with the brand website and advertising channels in some form. Orange142 would recommend using more of a Time Decay Attribution Model. Time Decay considers all the traffic sources used to convert but gives them credit in reverse order. In other words, it attributes the largest percentage of the conversion to the last traffic source, then to the next to last, and so on. Referencing the example below, we would want to put 5% weight on SEM, 5% Direct, 10% banners ads, 15 %Facebook Ads, 20% Blog, and finally 45% Inbound Call. This approach will give insights into the consumer journey and positively affect the company’s bottom line.

Day 1 – Jane does a Google Search for your product or service. Clicks a Paid Search ad and visits the brand website.

Day 5 – Jane notices banner ads while reading the news on CNN.com and also sees Facebook ads for the same products/services she had shown interest in. Jane does NOT click on these ads.

Day 16 – Jane opens a web browser and directly types in the brand URL (e.g. brand.com) to do more research. She reads the blog and writes down the sales 800 number.

Day 20 – Jane calls the 800 numbers, connects to a sales representative and becomes a customer.

 

Digital Media tracking and attribution is easier than ever. If your brand is struggling with how to effectively monitor a client journey, attribute success to paid media and account for true ROI then contact Orange142 today and allow us to walk you through a custom attribution model for your brand and business.