{"id":1079,"date":"2022-11-07T20:47:36","date_gmt":"2022-11-07T20:47:36","guid":{"rendered":"https:\/\/hyros.com\/updates\/?p=1079"},"modified":"2022-11-21T18:51:48","modified_gmt":"2022-11-21T18:51:48","slug":"what-is-ad-attribution","status":"publish","type":"post","link":"https:\/\/hyros.com\/updates\/what-is-ad-attribution\/","title":{"rendered":"What Is Ad Attribution – Your Full Guide"},"content":{"rendered":"\n

Hey, all you party people in the house. Alex Becker here, CEO of Hyros, and this post is about ad attribution and how to do it right.

One thing I see all the time is that people attribute the wrong ads simply because you got a sale. That’s not right. It\u2019s dumb, and it\u2019s hurtful. <\/p>\n\n\n\n

Using the incorrect attribution will make you spend money on ads that aren\u2019t performing as you think they are and turn off those ads that are doing better than you think. <\/p>\n\n\n\n

Look, it sometimes takes people months to get to the point of booking a call or making a purchase. It just does. <\/p>\n\n\n\n

And if you\u2019re not tracking your ads correctly, you\u2019ll end up assigning the credit to an ad that just happened to be the most recent touchpoint the customer used to get to your opt-in, landing page, or sales call. <\/p>\n\n\n\n

Those are costly but correctable mistakes, and the thing I hate is correctable mistakes. So you need to know how you track your ads to increase your ad spending the right way and increase your ROI, which is what we do at Hyros. <\/p>\n\n\n\n

We track your ad attribution so you can scale your ads to increase your ROI by 20%, 30%, and sometimes more. We guarantee it. <\/p>\n\n\n\n

But to know how to track your ads correctly, you need to understand what ad attribution is and what you can do to scale your ads to make more ROI effectively. <\/p>\n\n\n\n

The point of all this is to give you the tools to be able to understand what you don\u2019t know and what you can do better. <\/p>\n\n\n\n

This guide will walk you through all the things you need to understand, what to track, and what to capitalize on to make the most money you can. <\/p>\n\n\n\n

What Is Marketing Attribution? <\/h2>\n\n\n\n

When you run an ad and get a sales call, or someone buys your widget, info product, or whatever, when you analyze how your sale came to be, that\u2019s attribution.

Let\u2019s put it another way. When you run an ad and get a sale, what ad that led to the sale is called ad attribution. <\/p>\n\n\n\n

The goal of conducting ad attribution is to determine what is repeatable and scalable.<\/p>\n\n\n\n

The problem is that most people analyze their outcomes and look at the wrong reasons the sale occurred. <\/p>\n\n\n\n

I\u2019ve seen it all too often. People get a sale, see the ad that led to a customer coming to an opt-in or landing page, and decide that ad was the reason. <\/p>\n\n\n\n

The problem with this is that sometimes people don\u2019t buy the first time they see your content and product. Often it takes people a lot of time and a lot of persuasions to decide to make a purchase.\u00a0<\/p>\n\n\n\n

Find the best tracking tools and software to look at all your ads and the ways you interact with people before they buy. <\/p>\n\n\n\n

Hyros is a good example. We track and attribute all the ads people run and help them increase their ROI by 20-30% just by showing them the correct type of attribution that led to the sale. So you can always check us out, but only if you\u2019re interested in improving your ROI. <\/p>\n\n\n\n

There are two main ways to analyze your ads and attribute them, so let\u2019s look at how most people do it. <\/p>\n\n\n\n

First-Click Attribution<\/h2>\n\n\n\n

When you put an ad out, and people click the link that sends them to wherever it is you want them to end up, when you look where those people come from at the start of your funnel, it is known as first-click attribution.<\/p>\n\n\n\n

Say you\u2019re selling dog whistles. Why sell dog whistles? Why? It\u2019s your choice, but you run ads that lead to conversions. <\/p>\n\n\n\n

Now, let\u2019s say that you run an ad, and people go to your Facebook page or landing page and then click an opt-in link. The ad that drove them to the last click that converted is first-click attribution. <\/p>\n\n\n\n

The benefit of first-click attribution is that if you\u2019re only running a single campaign or only have a couple of ads running if you get a sale directly from an ad, you are giving credit where it belongs. <\/p>\n\n\n\n

The problem here is that often there are so many steps between that first contact, the ad that led to a sale, and the conversion that if you\u2019re not tracking all your campaigns and ways that a customer comes across your products, you may not be able to see what caused them to act. <\/p>\n\n\n\n

You\u2019re bound to do something dumb by having flawed or incomplete data. Not because you\u2019re dumb but because you\u2019re acting stupid because of bad tracking. So don\u2019t do dumb things. Instead, get the correct data to help scale the working ads and optimize your funnels. <\/p>\n\n\n\n

Last-Click Attribution<\/h2>\n\n\n\n

The opposite of first-click attribution is last-click attribution. It\u2019s like peanut butter and jelly if you hate peanut butter. They are good together, maybe not as good as peanut butter and chocolate, but they go well together.

So the opposite way to track and give credit to what ads are performing well and leading to conversion is last-click attribution. <\/p>\n\n\n\n

This is the most popular way people track their conversions and attribute their ads performing for them. <\/p>\n\n\n\n

This isn\u2019t a popularity contest. It\u2019s not a beauty pageant. It\u2019s not like running for homecoming court like back in high school. This is about giving credit where credit is due. <\/p>\n\n\n\n

The problem I see all the time is that people try to say that because a person clicked the ad and went to an opt-in or landing page, it must have been the last ad that they came across that did the heavy lifting. <\/p>\n\n\n\n

The reality is that most people take their time to make a buying decision, and the previous ad is the most recent thing they came across in your funnel that made them act. In truth, it wasn\u2019t the only time that a person came across your content. <\/p>\n\n\n\n

So being lazy with your tracking will point to the last ad as to why people bought your stuff. When you\u2019re selling high-ticket items, it takes people a while to feel comfortable making those types of purchases. <\/p>\n\n\n\n

And being lazy will lead you into the pits. You\u2019ll end up scaling ads that aren\u2019t working as well as you were and stopping ads from performing better than you think. <\/p>\n\n\n\n

And this is the problem that most people have. They give credit to the last click and scale those ads. Or they rely on Facebook or Google Analytics which give credit to the last click when someone may have been in your funnel for months. <\/p>\n\n\n\n

For example, if you\u2019re running YouTube ads and people click those and go to your landing page but then leave, you\u2019ll see nothing. <\/p>\n\n\n\n

Now, if you capture their information and follow up on those people through retargeting and cookies, and those people see your content elsewhere and end up on your Facebook page where they opt-in or something, Facebook will give attribution to the last click, which coincidentally is Facebook. <\/p>\n\n\n\n

But the reality is that you\u2019ve been nurturing those people for a while in several different ways. It just was your Facebook ad that was the finish line. <\/p>\n\n\n\n

It comes down to how you track your data and give credit and ad attribution to the right things in your funnel.<\/p>\n\n\n\n

How To Track Your Attribution Correctly<\/h2>\n\n\n\n

Tracking your ads correctly and giving credit where it\u2019s due is crucial to let you scale your ads effectively. In addition, tracking your ads correctly allows you to provide attribution on what is performing well for you. <\/p>\n\n\n\n

It\u2019s like Tom Brady had an unlike Tom Brady season this year for you NFL fans. If you\u2019re not an NFL fan or know who Tom Brady is, let\u2019s just say he\u2019s really, really good at playing football but isn\u2019t doing well right now.\u00a0<\/p>\n\n\n\n

In this example, questions about why he\u2019s playing below his previous level are all over the place. Is it because of being 45 years old, a coaching change for the Tampa Bay Buccaneers, or maybe personal issues percolating? <\/p>\n\n\n\n

If you chose the last one, that\u2019s last-click attribution at work. On the other hand, if you decided that he\u2019s not playing well due to being old, if 45 is old, then that\u2019s using first-click attribution. <\/p>\n\n\n\n

So what if the truth behind his play is related to all those factors? Or maybe something that we haven\u2019t been told yet? That\u2019s where tracking can determine the cause of his less-than-elite play and correctly attribute it. <\/p>\n\n\n\n

Think about your ads. If you\u2019re running one or two, it\u2019s pretty simple to determine how a person came to your sales page. <\/p>\n\n\n\n

But suppose you\u2019re running multiple campaigns, like Google ads, YouTube ads, and Facebook campaigns. In that case, you need to find out what exactly is performing better than everything else so that you can scale those ads and increase your conversions. <\/p>\n\n\n\n

So you want to look at your various ads and channels and analyze what\u2019s performing best for you. <\/p>\n\n\n\n

The only way I know to do this is with Hyros. <\/p>\n\n\n\n

With Hyros, you can track URLs, pixels, and cookies and use print tracking to show you where you\u2019re getting all your leads and conversions. In fact, with Hyros, we guarantee that you\u2019ll be able to attribute your ads and increase your ROI by 20-30%, or you pay nothing. <\/p>\n\n\n\n

Using print tracking through Hyros, you can find;<\/p>\n\n\n\n