In the ever-evolving landscape of digital advertising, the concept of attribution has been a hot discussion topic for years. However, with the advent of iOS 14 and its impact on tracking capabilities, the focus on attribution has become less relevant (though more discussed than ever). That's why I aim to shed light on why businesses don't necessarily need sophisticated tracking tools and instead should prioritize understanding their numbers and measuring lift in a comparative manner.

Moving Beyond Attribution

The limitations imposed by iOS 14 have affected the accuracy of attribution metrics provided by ad platforms. As a result, relying solely on attribution to assess the effectiveness of your ad campaigns may not provide the comprehensive insights you seek. Instead, it is now more valuable to analyze the relative performance of different ad platforms and campaigns.

Comparing Platforms and Segments

By understanding the specific characteristics and behaviors of each advertising platform, you can gather signals about which platform performs better than others. For instance, in Google Search, branded campaigns tend to generate higher performance. By segmenting your campaigns and comparing the performance of branded and non-branded search campaigns, you can establish benchmarks and evaluate the relative effectiveness of each.

Similarly, on Facebook, analyzing different target audiences and their performance can help identify segments that yield better results. Despite the lack of precise attribution data, the relative distribution of attribution limitations across platforms allows for relative performance comparisons.

Creating Your Own Dashboard

To effectively gauge the impact of your advertising efforts, consider creating your own dashboard using a tool as simple as Google Sheets. Begin by inputting the key metrics you track daily, such as Shopify or Amazon sales, leads from CRM or email systems, and the corresponding ad spend for each platform. By examining the overall cost and comparing it to the sales lift, you can obtain a clear view of the impact your ad campaigns have on your business.

Segmenting and Analyzing Data

To gain more specific insights, segment your data based on factors like returning customers or new customer acquisition. By focusing on new customer activity, you can isolate the impact of your ad spend on acquiring new customers. Utilize simple formulas within Google Sheets or Excel to compare data sets and measure correlations between different platforms and sales performance. Conduct lift tests by adjusting the spend on specific platforms and observing the corresponding impact on your business.

The Value of Understanding Numbers

The key takeaway from this approach is that understanding your numbers and measuring lift are paramount. While advanced tracking methodologies and dashboarding tools exist - such as Triple Whale, Northbeam, and Roux - they are not always necessary, especially for businesses in their early stages or those seeking to test this methodology. As you gain more sophistication, you can explore these tools and methodologies, but initially, focus on comprehending the impact of your advertising efforts on your overall business performance.

Conclusion

As iOS 14 disrupts traditional attribution models, it is essential for businesses to shift their focus from attribution metrics to understanding their numbers and measuring lift. By creating your own dashboard using tools like Google Sheets, you can analyze and compare the performance of different platforms and campaigns. Through data segmentation, simple formulas, and lift tests, you can gain insights into the effectiveness of your advertising efforts without the need for expensive tracking tools. Remember, it's not about attribution; it's about comprehending your numbers and their impact on your overall business.