AdRoll shares insights into Advanced Attribution at IAB UK

Let’s say goodbye to last-click... it’s a little more complicated than that!

Eoin HallahanHead of Solutions, AdRoll

❏ What is performance? Exercise in productive questioning

❏ Last-click: The long goodbye

❏ The rise of Algorithmic

What we’ll discuss:

A show of hands!

❏ If you think you’ve cracked it! A beautiful, fully functioning attribution model?

❏ If you have a clear understanding of your baseline onsite conversion rate?

❏ If you have different KPIs / performance goals for upper, mid and lower funnel marketing campaigns and channels?

❏ If you’re using last-click or other traditional off the shelf attribution models?

What AdRoll customers say about Attribution47% of AdRoll marketers say that better multi-touch attribution modelling is the future of attribution, even though only 17% currently use this method.

“...every attribution model has built into it biases and opinions that often struggle to stand any intellectual scrutiny, or the simple laws of common sense.”

Avinash Kaushik

Being less wrong: What is performance?

❏ Where do you measure marketing channel performance,

what are your KPIs?

❏ Do performance KPIs change throughout the funnel?

❏ Are all your marketing channels designed to do same thing?

❏ How are you measuring cross-channel impact?

❏ Are you A/B testing?

Test, test and test more

❏ A/B testing is absolutely essential

❏ Strive for incremental performance❏ Aim to better understand baseline performance❏ Attribution nirvana: the state of being less wrong

Last-click, the long goodbye

Every so often, last-click makes sense:

New market entry with no consumer awareness or existing customers. Few marketing channels in play.

Last-click, the long goodbye

Last-click incentivises finding users who would buy without advertising:

Last-click attribution models are fundamentally incentivised to find users already likely to purchase.

Last-click, the long goodbye

Credit is not accurately assigned across publishers:

Last-click gives all the credit to the final click and ignores any other touches or ad events that occurred before the purchase.

Last-click, the long goodbye

A small portion of people click on ads:

Only 16% of users click on ads. What’s more, half of those (8%) account for 85% of all clicks on display ads.*

A last-click attribution model means you will only ever track this group of users, the “natural born clickers”.

Last-click, the long goodbye

LASTCLICK

LASTCLICK

Saying goodbye to last-click!

“We have doubled our conversion rate and the cost per acquisition has consistently been 30% lower than our goal”

Inna Karapetiants, E-Commerce Merchandiser, Nestlé Shop

The Rise of Algorithmic Attribution

Allows for much more accurate attribution modeling than the simple last click / last touch attribution approach

Automatically adapts to changes in channel budgets, ad delivery, pauses and more

Algorithmic will allow us to bypass issue of Scale vs. Specificity

The Rise of Algorithmic Attribution

All events (not just the last event) on a conversion path are evaluated for their influence on conversions based on statistical modeling

Assigns a fractional credit to each ad event on a conversion path

The Rise of Algorithmic Attribution

Algorithmic models, like other models, are falsifiable. They will never be 100% accurate.

Test, test and test more. Validate performance through incremental performance gains. Be less wrong.

Questions?

Thank you.