Did you know that, on average, 39% of total incremental Meta conversions are misattributed to other channels? About 50% of those conversions are misattributed to search. Understanding marketing effectiveness and minimizing marketing waste is a hot topic, and marketing departments are exploring various measurement methods to allocate their marketing dollars in the best possible way. However, the three most common methods come with both benefits and disadvantages:
MMM contributes with high comparability at the cost of speed.
Lift studies contribute with high accuracy at the cost of comparability
Attribution contributes with high speed at the cost of accuracy
Each serves a different purpose and should be seen as complementary to one another. But what if we told you there's a fourth method that can be incorporated into Lift studies to accelerate your cross-channel insights? Introducing Channel Lift.
Channel Lift should be incorporated into Conversion Lift Studies (CLS) and quantify conversions from Meta that are misattributed to other channels in your marketing mix. By setting up custom conversions and parameters, we can accurately map your marketing channels and gain insights into misattributed conversions.
Understand how many incremental conversions Meta drives, and calculate multipliers for daily optimization through multi-touch attribution.
Identify where incremental conversions driven by Meta are misattributed, and use this information to make more effective budget allocation decisions.
Do you want to learn more about Channel Lift? Don’t be a stranger!
