Thanks to the development of multi-touch attribution SaaS, marketers have an affordable way to look impartially across channels and understand where their ad spend is working best, giving them ample data to prove how their efforts can improve the bottom line. But at the time, marketers made do because any measurement at all was better than a prohibitively expensive measurement. Early versions of multi-touch attribution cost upwards of $10,000. While those attribution methods provide some value, it’s easy to see why marketers would want a complete view of buyers’ journeys and plan their campaigns accordingly. If a customer clicked on a Google ad one day, clicked on a Facebook ad the next day, and then bought a product after seeing both ads, each platform gives itself full credit - leaving marketers unsure how to accurately judge performance within multi-channel campaigns. Customers are exposed to marketing campaigns on both platforms (or on additional platforms) before buying a product, yet each channel credits only itself for the conversion. Determining which channels deserved attribution for each conversion was such an experimental and expensive endeavor that they had to rely on free, if imperfect, tools.īoth Facebook and Google offer pixels that allow site tracking and analysis of conversions that occurred with those visits, but it is often the case that such results don’t paint the full picture. Until recently, if marketers wanted to measure attribution for their campaigns, they didn’t have much choice. What marketers didn’t know before multi-touch attribution The rise of multi-touch attribution solutions, like those developed by LeadsRx, allow marketers to see exactly how much credit multiple channels should receive for each conversion. Accurate attribution has been the goal ever since marketing pioneer John Wanamaker uttered his apocryphal quote, “Half the money I spend on advertising is wasted the trouble is, I don’t know which half.”īut what was once just a dream is now within easy reach. To be fair to the industry, this wasn’t a new problem. Just under a decade ago, the marketing industry faced a big problem: If attribution is such an essential metric to gauging success, then why don’t marketers have tools to measure it accurately across multiple channels?
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