Attribution marketing analyzes and determines which channels customers have used to influence their purchasing decisions. Before making a purchase, consumers interact with many touchpoints online and offline. Therefore, knowing which touchpoints are most effective in your marketing strategy is essential.
This post will be primarily about Facebook attribution models for Facebook ads.
To maximize the effectiveness of the advertisements that businesses place on Facebook and all of its affiliated channels, including Instagram, attribution marketing is used. If you want to use this platform to enhance your marketing approach, we’ll show you everything-you-need to know.
Facebook’s Different Attribution Models
Facebook’s favorite model is called the “last click model.” All credit is given to the channel that the user contacted before converting. This is especially useful for businesses that have short sales cycles. These are usually less than one day. The downside is that you might lose sight of consumers in the first phase of your sales funnel.
Facebook Ads defaults to the last-click model, but you can access many other models. Facebook Attribution allows you to access additional models through a tool that helps you optimize your campaigns and get more information about your audience.
Linear Attribution Model
This model doesn’t have one touchpoint, which is given more value than the other. They all start with the same weight and are equally taken into consideration. This model summarizes the key touchpoints that are most effective for your business. This model has a downside. It assigns too much value to the central channel and too little to the channels at either the beginning or end of the customer journey. This model might not be suitable if you’re running a pay-per-click campaign.
Last Contact Model
This model is similar to the last-click model in that it attributes all conversions to the channel the customer visited before converting. It would credit the last interaction if there were no interactions.
Positional Model
The positional model values all channels similarly to the linear attribution model. However, it doesn’t give them the same importance. 40% is given to the first and last clicks, while 20% is split between touch points in the middle. Although this model might undervalue touchpoints in the middle of customer journeys, it provides the most comprehensive information.
Time-Based Model
This model places more emphasis on touchpoints closer to conversion. Channels that are farther from conversion have less value. Combining this model with other Facebook attribution models usually produces good results.
Data-Driven Attribution Model
This model is objective because it assigns the correct value to each touchpoint using the data it gets from customers. It is probably the most popular model, but it has a disadvantage: it requires large amounts of data to get reliable results. However, keep in mind that Facebook Ads uses only its own data, not data from other platforms such as Google. This model is, therefore, limited.
Clicks and views are used in Facebook Ads to provide touchpoints in the attribution model a value. What does all of this mean? This includes the channels the user clicked on and the ones they watched before making a purchase. However, seeing is less important than clicking. If a user watches and clicks on the advertisement, it will lead to a conversion.
How Facebook assigns conversions
Facebook Ads uses a variety of techniques to assign conversions’ value. Attribution Windows also play a crucial role.
This is the amount-of-time it takes a user to view an advertisement, click on it, and then complete the required activity.
How Attribution Intervals work
Facebook Ads defaults to the following attribution period:
- Displays can be up to one day old.
- Clicks can be saved for up to 28 days after they are made.
If you do not set your preferences, Facebook Ads allows you to see what the user did one day later if they only viewed the advertisement and have yet to click on it. The 28-day period will let you know what they did if they clicked on the ad.
You can change the days of this attribution window and indicate that clicks and views have the same attribution interval. This can be modified to cover more than one day or 28 days. You also have the option to set it for seven days.