Attribution Management Buyers Guide: Part 3 Ad Sources Tracked

Attribution Management Buyers Guide Part 3: Ad Sources Tracked

For attribution management to be done correctly, it cannot be done in a silo. Many conversions are the result of multiple forms of advertising. For example, a banner impression leads someone click on a paid search ad, then an organic search, and then they convert. If the solution youre using is only able to capture paid search, it would be oblivious to the fact that the banner impression is what introduced that person to your brand, and that the organic listing is what eventually closed the deal.

To ensure that youre getting a system that performs attribution management across all sources (advertising and organic), make sure you ask the vendor the following questions: * Which ad sources does your system track? * Do you place tracking code on my website? o If the vendor doesnt offer tracking code, they are solely reliant on information that comes through the APIs of ad sources. The only ad sources that offer APIs today are search engines; therefore, a system that does this is only capable of doing attribution across paid search. * Do you get all of your data from the APIs of the ad sources? - Again, much the like question above, this is an indicator that they only track paid search. * Do you track direct and organic visits to my site as well? - In order to have a full view of attribution, direct and organic visits must be included.


A foundational requirement for attribution management is the ability to track across all online ad sources, not just paid search. And the ability to do that requires your advertising analytics platform to use its own tracking code, instead of relying on the limited information provided through search engine APIs. While the search engine APIs do provide some valuable management information, the data is inadequate when it comes to tracking, classifying and accurately attributing value to the team of ads that led to the sale or conversion.

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