Cracking The Code - Measuring Impact When Attribution Falls Short

The way we’ve measured marketing success for the past two decades is now fundamentally irrelevant. From privacy regulations, continued changes in platforms, and shifts in user-behaviors - attributing the success of your marketing initiatives to any one single source of truth has become exponentially more challenging. In this presentation, Jason explores the breakdown in various attribution models that marketers relied on for years that no longer work. This delivers the audience with details on those shifts, what marketers need to be aware of, and how we should consider approaching measuring digital marketing success now and in the future.

Transcript

1. @dodgejd Cracking The Code Measuring Impact When Attribution Falls Short. Jason Dodge – Founder & CEO
2. @dodgejd Trusted by brands to improve their visibility online. Over three decades of expertise in digital marketing, with international recognition for outstanding achievements in SEO, digital advertising, content creation, and data analytics. Slides & Resources: https://bit.ly/onewest25
3. @dodgejd The way we’ve been measuring marketing success for the past two decades is now fundamentally irrelevant.
4. @dodgejd SPLASH Strat Awesome Your Presentation
5. @dodgejd Privacy Regulations Platform Changes User Behavior
6. @dodgejd SPLASH
7. @dodgejd SPLASH
8. @dodgejd SPLASH
9. @dodgejd Outdated tracking means making decisions on flawed data.
10. @dodgejd 01 How attribution has changed 02 What can no longer be tracked 03 How attribution can work for you
11. @dodgejd Digital Attribution The Rise & Fall
12. @dodgejd at·tri·bu·tion The process of assigning credit to different marketing touchpoints that contribute to a conversion.
13. @dodgejd
14. @dodgejd User Journey 1. Facebook Ad 2. Google Search 3. Website Visit 4. Email 5. Conversion
15. @dodgejd Last Click Model 1. Facebook Ad 2. Google Search 3. Website Visit 4. Email 5. Conversion
16. @dodgejd First Click Model 1. Facebook Ad 2. Google Search 3. Website Visit 4. Email 5. Conversion
17. @dodgejd The Golden Era Click-Based Measurement
18. @dodgejd Ad Clicks Page Visits Site Engagement Conversions Click-Based SOP
19. @dodgejd Cookies and Third-party Data Fueled Attribution
20. @dodgejd Cross-Device Tracking
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22. @dodgejd The Disruption Begins
23. @dodgejd iOS14.5 App Tracking Transparency (ATT)
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26. @dodgejd Incomplete Click-Tracking Attribution
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28. @dodgejd The Click Fallacy ”If a user doesn’t click, it doesn’t count.”
29. @dodgejd We overvalue trackable actions (clicks) and undervalue untrackable influence.
30. @dodgejd Meta Ad Reporting Accuracy Concerns
31. @dodgejd Traffic is down. Sales are up! h/t: Rand Fishkin
32. @dodgejd The Dark Funnel Problem
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34. @dodgejd The Invisible User Journey
35. @dodgejd Marketing Analytics Might be Wrong And That’s Ok…
36. @dodgejd GA4 and Attribution Are Flawed
37. @dodgejd UTM Inflation Direct Traffic Misattribution
38. @dodgejd Potential False Campaign Attribution
39. @dodgejd Server-Side Tracking Limitations
40. @dodgejd Fixing Marketing Analytics and Attribution
41. @dodgejd Trends. Not Absolutes! h/t: Dana Ditomaso
42. @dodgejd GA4 Data-Driven Attribution Best For: Understanding cross-channel interactions. Downside: Hard to see how each step influences.
43. @dodgejd Cross-Channel Attribution
44. @dodgejd Conversion API (CAPI) Best For: Fixing under- reporting in iOS. Downside: Requires dev support.
45. @dodgejd Compare Platform with GA4
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49. @dodgejd In-Platform Conversions
50. @dodgejd Brand Lift Incrementality Tests Best For: Measuring real- world impact. Downside: Requires controlled tests + runway.
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52. @dodgejd Blended Measurement Best For: Long-term strategy vs. daily ad ops. Downside: Requires data modeling + spends.
53. @dodgejd https://bit.ly/onewest25
54. @dodgejd Third-Party Data Providers
55. @dodgejd Most Economical Press your partners for a report…
56. @dodgejd Redefining Your Metrics
57. @dodgejd Reporting Dashboards
58. @dodgejd Who Do You Report To?
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60. @dodgejd Platform Specific
61. @dodgejd Attribution is not dead. It’s just evolving. Marketing needs to adapt.
62. @dodgejd Starts With Honest Conversation
63. @dodgejd Embrace Imperfect Data
64. @dodgejd Use Trends Not Absolutes h/t: Dana Ditomaso
65. @dodgejd Effectiveness Mindset Shift
66. @dodgejd Leverage Technology Educate Stakeholders
67. @dodgejd Let’s Connect Jason Dodge – Founder & CEO jason@blacktruckmedia.com blacktruckmedia.com @dodgejd Thank You! Over three decades of expertise in digital marketing, with international recognition for outstanding achievements in SEO, digital advertising, content creation, and data analytics. Slides & Resources: https://bit.ly/onewest25