How Improving Ad Attribution Can Benefit eCommerce Businesses


    ECommerce businesses must focus on unpacking attribution, striving to understand which channels are most profitable and which ads are top performers on each platform.

    Ecommerce is prospering, with an explosion of new online enterprises and correspondingly soaring online retail sales. Despite this rapid increase, it has become increasingly difficult for vendors to differentiate themselves from the growing digital competitors and maximize ad spend.

    Now that customers can opt-out of targeted tracking, it is significantly more challenging for marketers to measure the success of their digital advertising. Moreover, the new-media landscape is flooded with advertising platforms, making it more difficult than ever to track impact across various channels, such as social media sites and search engines.

    Since detailed targeting options have become more difficult, advertisers must now rely on “broad targeting” – allowing their advertising creative and copy to drive the initiative.

    With digital marketing expenditures increasing, eCommerce businesses must focus on attribution to determine which channels are most profitable and which ads perform best on each platform.

    Here are some tips:

    Fewer Irrelevant Ads, More Positive Customer Experiences

    In the past, businesses had difficulty predicting consumer behavior and were unaware of the best places to focus their advertising efforts to reach important groups. Today, however, it is essential to comprehend where, how, and why sales are produced to arrange advertising budgets strategically. When retailers accurately attribute sales to particular ad channels or campaigns, they can:

    • Reallocate funds to bolster the advertising channel that has proven to be the most effective
    • Determine which customer demographics are more active on each ad platform
    • Adapt their media buying strategies to best reach these target consumers.

    Since different ad types and platforms target different industries, retailers must ensure that their targeted advertisements are appropriate for each platform. These advertisements should first attract people’s attention, then use creative visuals and copy to identify the highest-quality engagements. Ads should be tailored to reduce “curiosity clicks” and instead target clients who are most likely to go through to a landing page or website.

    Also Read: Shifting B2B Marketing Focus from Solution Based to Customer Centric Marketing Approach with Personas

    As customers become more accustomed to advertising saturation, it becomes more difficult to attribute sales. Therefore, it is necessary to comprehend the specific variances of the consumer journey thoroughly. Vendors can evaluate and compare the differences between these platforms using attribution monitoring applications or capabilities.

    Channel Resources More Efficiently and Effectively

    Given the wide variety of advertising channels, sellers must avoid wasting time and resources on ineffective advertising campaigns and channels. Appropriate attribution enables online retailers to assess the efficacy of various advertising efforts and direct resources toward the opportunities most likely to result in sales.

    To prevent advertising waste, businesses must abandon the concept that a higher click through rate is preferable. A consistent click through rate is essential. However, suppose too many of those clicks come from users who have little interest in viewing and interacting with the landing page. In that case, ad-attribution data will be distorted, and money will be lost, as many platforms use a cost-per-click approach.

    Quality and dependability— frequently only verifiable through attribution data — are crucial when deciding where and how to promote.

    Also Read: AdTech and Targeted Digital Advertising – Video Advertising is Ruling the Startups and SMEs

    Adopting an attribution attitude

    There are numerous attribution models, and certain models are more effective for particular businesses. Consequently, it is crucial that eCommerce sellers not only choose an attribution model that best meets their objectives but also act on the resulting insights – all the data in the world is useless if it is not correctly examined and utilized.

    Long-term benefits will accrue to brands who invest in developing strong consumer profiles and exploiting pertinent data in an actionable manner, allowing them to rise above the increasing din of the eCommerce market. In a cookie less environment, where the onus of monitoring and evaluating ad expenditure has shifted back to the merchant, eCommerce organizations must hone their ad attribution tactics even more.

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