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Listen Notes

How do you know which ads and campaigns are working and which are duds.  It's harder than you think, but we're going to clear the air once and for all...until they change it all again.  

 

Reach out:

Blake Beus

Greg Marshall

 

 

[00:00:00] Blake Beus: Hi, I'm Blake Beus. And I'm your marketing technology Maestro.

[00:00:06] Greg Marshall: Hey, I'm Greg Marshall. I'm your social media marketing strategist.

[00:00:10] Blake Beus: And this is the modern marketers podcast.

[00:00:17] Greg Marshall: All right, well, uh, you know, Blake, I've got quite a few questions that, you know, I want to ask you because this is, you know, down your wheelhouse. This is your expertise right here. All right. Uh, one of the things that I want to talk about is attribution and tracking and what ad platforms are giving you and you know, just how that works.

[00:00:36] Greg Marshall: So my first question, um, is what is, what, explain the differences on attribution, meaning first, give us the definition of attribution for people who don't know. And then yeah.

[00:00:47] Blake Beus: Yeah. I mean, every attribution answers the question, which ads campaign. Audiences got you the conversion. So the sale, the lead, whatever.

[00:00:58] Blake Beus: And this is a question that basically, I mean, every business owner asks me this, every single one. Okay. Which one worked. Yep. And that's what attribution tries to solve. And it sounds like it would be a super simple thing, but it's pretty complicated.

[00:01:13] Greg Marshall: So, all right. And, well, this is a topic that I really want to go deep and because I think this will help out a lot of business owners, particularly with.

[00:01:22] Greg Marshall: So number one, can attribution be inaccurate on Facebook? Google, Instagram, YouTube, you name it?

[00:01:31] Blake Beus: I will take, I tell you right now, attribution will always be an accurate, there's never a time. It's not an accurate. Because that's a loaded, it's insanely complicated. It's there's so many little, just from a tech perspective, little networking glitches that could prevent, um, an attribution perhaps from happening there.

[00:01:53] Blake Beus: So someone could have an ad blocker or the wifi could drop right at the instant things. Uh, you know, that little packet gets sent off to include the attribution or the data could get grew up corrupted. A lot of people don't think about this stuff because we have a lot of. Error handling built into web browsers and everything, but behind the scenes, mistakes happen constantly, constantly all the time.

[00:02:16] Blake Beus: So that's the technical side of thing. The non-technical side of things is, um, is sometimes Facebook doesn't know enough about the person who made that made that purchase. So they can't correctly after they know a purchase happened, but they can't tie it back to a specific person. Or you bumped into what apple just did with iOS 14.

[00:02:35] Blake Beus: And they're, they're blocking tracking of certain things, which is a preventing Facebook from, uh, and Google and some of these others making more complicated to get correct attribution to, you know, whichever ad the ad set, whatever

[00:02:48] Greg Marshall: targeting God. So what about this? So here's the other question that I think will help a lot of people who are in particularly e-commerce, but even Allegiant.

[00:02:59] Greg Marshall: So. When you have attribution, not all attribution is the same. Most of these platforms are doing what you call last click attribution. Right? Right. So explain, explain what that means. Okay.

[00:03:14] Blake Beus: So, and this is where it all, it gets so complicated. It sounds easy, but it gets so complicated is essentially. Most of the time someone makes a purchase.

[00:03:23] Blake Beus: Let's just use that as our conversion objective. Uh, they've se