#paid-media
Thread
How do you weigh the difference from overall conversions to conversions actually attributed to clicks. Its a huge difference in my account, if I were to only go by sales show under click attribution (1,7,28) its basically not worth running Meta ads.
It really depends on what you're running. Is it all prospecting? A mix of remarketing? How much are you giving weight to the channels that are driving new visitors into the funnel that also contribute to Meta attributed sales? In general I have found that Meta attribution will give like a 10x weight on last click but have found it to be closer to 2 to 3x but have seen it range significantly when looking at a variety of MTA and MMM data.
Relying on clicks to track performance became more or less obsolete nearly a decade ago
You could track the entire customer journey before the iOS update
I would argue that you can't ever track the whole journey
and that we have more than enough visibility now to understand the incremental nature of any ad or campaign
but thats me
Yesh everyone seems to love guessing these days
Why guess?
We can see
This ad got more spend
What happens everywhere else
If the account is too complex for that
Then we can’t measure the impact
And that’s an issue
Yeah it’s a nice idea but not practical if you can’t burn through budgets like larger brands
I think the bigger brand, the more difficult it is to measure
but most folks have WAAAAY too many moving parts
if you can't measure the impact of your work
then you can't improve it
and thats a big issue