Should we be excited about Facebook Attribution? I certainly think so.
"56% of companies globally say cost of conversion is the most important metric for measuring marketing attribution"
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From the Blog
Companies now spend over $100bn on digital advertising in the US alone and not surprisingly, they want to know whether or not that money is being spent well. Unfortunately, despite the fact that digital channels are theoretically the most trackable, attribution remains a significant challenge for many marketers.
If 2018 was a turning point for influencer marketing (with the ASA signalling a crackdown on bad behaviour), 2019 looks to be the year that the industry makes real progress.
For ecommerce businesses seeking a way to understand your customers’ digital paths to conversion beyond the last click, it’s a challenging time.
Brands have embraced influencer marketing and are now collectively spending billions of dollars a year on influencer marketing campaigns.
But despite the spend, many brands aren’t realizing influencer marketing’s full potential.
There are an estimated 3.5 million Google searches per day and 1.2 trillion per year. Added to that, the average consumer spend three hours on their mobile per day, with YouTube recently hitting 1 billion hours of viewing per day.
With all this digital traffic, marketers are having difficulties tracking individual customers across the various channels available.
Research, Trends and Best Practice
1. Introduction The size of investment that brands make in digital marketing programmes mean that it is extremely important to understand the impact that spend is having. Yet there remains little industry consensus on the best way to achieve an accurate, quantified view on the contribution that a marketing strategy has had on revenue and […]
1. Foreword by AdRoll When surveying the levers that marketers can pull to improve their businesses, there is one lever that keeps squeaking and getting stuck year after year. Unfortunately, that lever is crucial to improving everything else in the marketing machine. We’re speaking, of course, about attribution. In the age of data, where we’re […]
Insights on meeting attribution challenges in the UK, France and Germany