The Andrew Faris Podcast

You Don't Need An Attribution Tool

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Are you SURE you need that attribution tool you're paying for?

I'm not. The closer I've looked at the performance of the brands that I work with, the more convinced I have become that third party attribution tools don't provide incremental insights at best and are overtly misleading at worst.

Today on the show I make the case that you should carefully evaluate whether or not your attribution tool is actually providing you any value–and I'll tell you exactly how I do that with my clients.

EPISODE HIGHLIGHTS

  • [2:22] What is an attribution tool? 
  • [4:33] Functions of attribution tools.
  • [6:03] Rise of attribution tool as a result of iOS 14.5.
  • [8:03] How to assign credits to ads.
  • [10:13] You're bad at decision-making; machine learning isn't.
  • [13:43] Why simple media mixes mean you don't need a tool.
  • [16:51] Brands that may need attribution tools.
  • [19:50] The relationship between consideration cycle & attribution.
  • [22:39] 3 places to look instead of an attribution tool.
  • [30:12] Is FB click attribution more accurate than attribution tools?
  • [33:57] Why post-purchase surveys are useless.

    • REFERENCES FROM THE EPISODE

    • Taylor Holiday's "Never Turn Off An Ad" video.
    • Twitter thread about attribution tools under-reporting revenue.
    • Guide to UTMs for Meta Ads.
    • Andrew's "Don't Diversify Your Ad Spend" episode: Spotify
    • Andrew's "Don't Diversify Your Ad Spend" episode: Apple Podcasts

      • PLACES TO FOLLOW UP WITH ANDREW

      • Twitter: @andrewjfaris
      • Email: [email protected]
      • Work with me: www.ajfgrowth.com

        • Music Intro: "Tell Me Mama" by The Devious Means

        Music Outro: "Rusty Little Scissors" by The Devious Means

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