Marketers should look to a blended attribution model that combines both ad views and clicks for the greatest success, according to AdRoll’s whitepaper The Blended Attribution Playbook.
In AdRoll’s 2016 State of the Industry Report, published earlier this year, it found that 84% of marketers said that attribution was critical or very important to marketing success, up from 35% last year.
AdRoll claims that last click measurement only measures a portion of an audience, as well as incentivising users who would already buy without advertising and therefore isn’t effective as a strategy by itself.
Blended attribution meanwhile, incorporates both views and clicks of ads before purchase. A/B testing for the report showed that there was a lift in purchases from users who just viewed ads as well as those who clicked through. The company split an audience for a home security provider into two. The first half saw digital ads from the home security company and the second part of the group ads for charitable causes.
The control group hit a .153% conversion rate with 47 conversions despite not having seen ads from the company. The test group meanwhile had a higher conversion rate of .209% , with 82 conversions 15 of which were users clicking on the ad and the rest from those who viewed an ad and later purchased. Overall it claims that the site’s conversion rate rose by 37%.
The research also evaluated the lookback window (the amount of time an advertiser allows to pass after a customer touchpoint occurs before that channel no longer receives credit for the sale). It found that apparel and beauty should have the shortest lookback window at 1 to 3 days whilst home, education, travel and consumer packaged goods all warranted lookback windows of up to two weeks. With a lookback window of 1-15 days finance was the industry with the longest suggested lookback window.
“Blended attribution takes into account what advertisers have always known: that viewing ads influences consumer behaviour,” said AdRoll. “By combining views and clicks, we reveal a more nuanced, and ultimately more accurate, picture of how advertising affects users,” the company said.
– by Liz Morrell