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Impression vs. click based
attribution.
Do I really need it? And how do
I get it?
Data Restart
Prague, 5 April 2018
Adform
impression
DoubleClick
impression
DoubleClick
impression
Facebook
click
AdWords
click
Criteo
impression Conversion
#1 DDA provider in CEE expanding to UK
Roivenue Agency partners and clients
See the Entire Picture
With Roivenue’s data integration and data-driven attribution models, you’ll
see the entire customer journey in detail. Tie marketing performance to
revenue and profits, calculate CLV, and get more out of your marketing
investment.
of online ads are
never clicked on
From Last click to Impression based ATT
|The whole path
Adform
impression
DoubleClick
impression
DoubleClick
impression
Facebook
click
AdWords
click
Criteo
impression Conversion
From Last click to Impression based ATT
|Last click Attribution
|The whole path
| Linear Attribution
|Data-driven Click based ATT
|Data-driven Impression based ATT
Adform
impression
DoubleClick
impression
DoubleClick
impression
Facebook
click
AdWords
click
Criteo
impression Conversion
100%
50%50%
46%54%
5% 3% 3% 47% 36% 4%
bit.ly/
roivenue-att
The impact of impression based ATT
All display campaigns were performing significantly better if you compare any data-driven attribution model with
Last Click. Their sum of conversions went up from 2 under Last Click to 138–141 under DDA impression
based models.
That‘s a
7,000 %
DIFFERENCE
between Last Click and DDA
Another client, another example
3Click-based DDA
(Makrov Chains)
0Last click
189Impression-based
DDA
(Markov Chains)
What you gonna need in general?
✅ Meaningful ad spend on display and/or video (around 5–10 %
of your overall digital budget at minimum)
✅ DDA ATT vendor or a strong measurement partner
✅ Post GDPR – users‘ consent
What you gonna need in particular?
DSPs
✅ Independent
measurement
✅ White-listed account
✅ Your own
infrastructure to save
the logs in real time
+
✅ Raw impression
data
FacebookDirect buys
DSPs
DSPs Direct buys
DSPs FacebookDirect buys
DSPs FacebookDirect buys
Who does
Impression
based
DDA?
Who does
Impression
based
DDA?
The full scorecard:
www.roivenue.com/attribution-
scorecard-2018
Or write us at
hello@roivenue.com

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Kliková vs. impresní atribuce (Pavel Šíma)

  • 1. Impression vs. click based attribution. Do I really need it? And how do I get it? Data Restart Prague, 5 April 2018 Adform impression DoubleClick impression DoubleClick impression Facebook click AdWords click Criteo impression Conversion
  • 2.
  • 3. #1 DDA provider in CEE expanding to UK
  • 5. See the Entire Picture With Roivenue’s data integration and data-driven attribution models, you’ll see the entire customer journey in detail. Tie marketing performance to revenue and profits, calculate CLV, and get more out of your marketing investment.
  • 6. of online ads are never clicked on
  • 7. From Last click to Impression based ATT |The whole path Adform impression DoubleClick impression DoubleClick impression Facebook click AdWords click Criteo impression Conversion
  • 8. From Last click to Impression based ATT |Last click Attribution |The whole path | Linear Attribution |Data-driven Click based ATT |Data-driven Impression based ATT Adform impression DoubleClick impression DoubleClick impression Facebook click AdWords click Criteo impression Conversion 100% 50%50% 46%54% 5% 3% 3% 47% 36% 4%
  • 10. The impact of impression based ATT All display campaigns were performing significantly better if you compare any data-driven attribution model with Last Click. Their sum of conversions went up from 2 under Last Click to 138–141 under DDA impression based models.
  • 12. Another client, another example 3Click-based DDA (Makrov Chains) 0Last click 189Impression-based DDA (Markov Chains)
  • 13.
  • 14. What you gonna need in general? ✅ Meaningful ad spend on display and/or video (around 5–10 % of your overall digital budget at minimum) ✅ DDA ATT vendor or a strong measurement partner ✅ Post GDPR – users‘ consent
  • 15. What you gonna need in particular? DSPs ✅ Independent measurement ✅ White-listed account ✅ Your own infrastructure to save the logs in real time + ✅ Raw impression data FacebookDirect buys
  • 16. DSPs
  • 20.
  • 21.
  • 23. Who does Impression based DDA? The full scorecard: www.roivenue.com/attribution- scorecard-2018 Or write us at hello@roivenue.com

Notas do Editor

  1. But not guaranteed that it‘s from multiple sources
  2. But not guaranteed that it‘s from multiple sources