#marketing-attribution

#marketing-attribution

Sensible businesses will be scrutinizing outgoings now more than ever. With clients looking to claw back profits eroded by spiralling inflation, marketing investment (not to mention your fees) will be up for debate, whether you like it or not. Frustratingly, validating the success of marketing investments is becoming more difficult. We're facing an attribution crisis, and many marketers are struggling to prove the value of each channel or campaign due to the numerous challenges brought about by increased privacy constraints,

When discussing their results, they tell us that Facebook's reporting or Google Analytics show the ad campaigns as barely breaking even. Yet they keep investing in this channel. They reason that Facebook can only see a fraction of the sales, so if Facebook is reporting a 1x return on ad spend (ROAS) then it's probably at least 2x in reality.

Across the UK, marketers are facing a measurement gap with major business consequences. It's estimated that one in five conversions are not being recorded because of browser restrictions, like the blocking of third-party tags. That means as much as 20% of campaign performance is invisible, which makes ROI appear weaker than it is, reduces the effectiveness of AI bidding, and erodes trust in marketing data at the leadership table.

In B2B sales, buying decisions involve a committee of six to ten stakeholders, making understanding company-level attribution essential for marketers.