Marketing Attribution

The fundamental idea is to establish three key systems: 1. Tracking marketing events. 2. Monitoring product events. 3. Gathering data from advertising networks.

Example Setup:

1. Use GA4 for marketing events.

2. Use Shopify for product events. 3. Use Facebook for advertising data.

Process Flow:

  • Retrieve data from GA4, Shopify, and Facebook.
  • Match each conversion in GA4 with the corresponding Shopify order using the order number.
  • Associate each GA4 conversion with its respective Facebook advertising campaign using UTM tags.

Result:

This process compiles a comprehensive table detailing each order (for each customer) with fields like Order number, Advertising campaign, Cost of the campaign for that specific order, and Revenue from the order.

Data Analysis: The collected data set can then be analyzed to derive insights on metrics like:

  • Return On Ad Spend (ROAS) for each advertising campaign.
  • Return On Investment (ROI) for the promoted products.

Flexibility and Customization

The scenario outlined serves as a basic model for standard attribution. However, the flexibility in designing workflows allows for more complex attribution models.


For instance:

  • You could specify how much weight ROAS should assign to a particular network in scenarios involving multiple touchpoints.
  • If your business model involves selling products in bundles, you can define how to allocate weights to each item in the bundle for individual ROAS calculation.
  • You could also factor in physical store sales into the overall sales figures.
23 May 2024 08:16 PM