To get the most for your investment, make sure you’re measuring your ad campaigns. With proper setup of measurement and attribution, you’ll know how much credit to assign to each interaction in the customer journey.
Example interactions include: when a potential customer interacts with your content, visits your website, or makes a purchase.
Here’s an example of how conversion tracking works for a retailer with a store and a website: First, someone searches for shoes; then visits a shoe store; then reviews the store’s website; then purchases the shoes online. Each of these interactions should be measured and assigned credit.
Key definitions
- Measurement: Quantify an action or event in a customer journey, which can be compared with other actions or events. Measurement helps quantify the performance of your advertising.
- Attribution: Assigning credit to each customer interaction.
- Conversion measurement: Measuring what happens after a customer interacts with your ads.
Case study
An online retailer sells a pair of shoes on its ecommerce website. Because the retailer set up measurement and attribution, it credits the ad clicks that sent the customer to the website. The retailer is also able to monitor the performance of their advertising investment by reviewing reports for campaigns.
