Additional Resources domestika.

org

A course by Ana Marin

FACEBOOK
ATTRIBUTION
WEBINAR
Here, I’m sharing an example that Facebook provides for agencies who buy
media. It's important to understand that social media is part of any business
model. In other words, it generates sales. So, attribution is basically how you
can associate an ad with a sale. This is what brand reports should look like. I’m
sharing this material (which is only available in English) so that you understand
where you should focus your reporting efforts. If you don't understand
English well, you might be missing out on most of the content online, but you
can reach out to someone who does speak the language and study the
document together. I assure you they’ll find it interesting as well.
Additional Resources - Ana Marin domestika.org

1. Get started by setting up a Line of Business.

Set up Make sure data is feeding in – reporting start
a Line of Business date is the day of Line of Business creation.

Investigate the impact of people-based,

2.
cross-device behavior on your conversions.

Where
Investigate
the cross-device report Assess the share of touchpoints missed in
tools without a cross-device view.

do we go Use the Data Driven Attribution results to

3.
from here? Optimize on Facebook
with DDA
see accuracy of your applied rule-based
model. Use insights to optimize across
Facebook placements.

Investigate which campaigns, publishers,

4. or channels are driving your business
Optimize cross-pub
outcomes. Compare visit-to-conversion ratio
with rule-based models
to see the effectiveness of your visits.
Additional Resources - Ana Marin domestika.org
Additional Resources - Ana Marin domestika.org

3.
2. Reallocate budget
1.
Use DDA to the campaigns
Onboard
to understand
How can I to Attribution
and validate data
the contribution
of each campaign
that are driving
conversions most
effectively

improve my
performance
on Facebook? Low-stakes decisions:
Continue with suggestions
Slow change wins the race!

High-stakes decisions:
Run lift to verify accuracy
Additional Resources - Ana Marin domestika.org

Strategy: Same budget,

more conversions
Rule-based model DDA
Additional Resources - Ana Marin domestika.org

Strategy: estimate CPA increase

at different spend levels
Regression Analysis
Identify the Budget Split Estimate conversions
based on CPA Estimate effect
based on conversion
and coefficient

Ex calculation
Share * Budget / CPA = Estimated conversions
66% * 24.230 / 121.86 = 131.23
Additional Resources - Ana Marin domestika.org

Use the Data Driven Attribution results to see

accuracy of your applied rule-based model. Use
1.
Validate DDA using lift insights to optimize across Facebook placements.
• Account level lift study comparison with DDA
• Campaign level lift study comparison with DDA
e.g. prospecting

Let’s 2.
Same budget, How to reallocate budget to better-

recap! more conversions performing campaigns

3. Perform a regression analysis to estimate CPA

Same budget,
increase at different spend levels by pulling data
more conversions
while using Regression for spend and conversions from Ads Manager.
Additional Resources - Ana Marin domestika.org

How can
I improve
cross-publisher
performance?
How should I distribute What should be my
between publishers? attribution model?
Additional Resources - Ana Marin domestika.org

How should
1. 2.
I allocate
3.
Onboard Run lift study Apply the selected
to Attribution, and find the rule-based model

my budget
add impression, rule-based to cross-publisher
and click tags. model closest to evaluation.
Validate data. the lift results.

between
publishers? Inform your media plan
to increase your
Return on Investment.
domestika.org