Marketing Attribution Overview
Watch a short introduction video below:
In this article:
- How TrueProfit Attribute Your Ad Conversions
- Marketing Attribution Report
- Conversion Report
- Conversion Journey
How TrueProfit Attribute Your Ad Conversions
When TrueProfit records a conversion from one of your ads, it will start attributing data to the Assisted Purchases and Last-clicked Purchases. All ads that generated clicks but no successful conversions are counted into Assisted Purchases. Meanwhile, the last ad that a customer clicked on and made their purchase is counted into Last-clicked Purchases.
This attribution model is unique in TrueProfit. It records events and reports conversion data cross-channel and cross-device for all of your ad channels. We believe it is a powerful tool for your performance marketing efforts:
- Have a comprehensive understanding into your campaigns' effectiveness cross-channel
- Mitigate the over-reporting issue from different channels when reporting conversions
- Understand the full customer journey without missing out on effective channels that assisted successful conversions
- View insightful reports with matching order, customer, and product analytics in one app.
The Marketing Attribution report is available in the Enterprise plan only.
Marketing Attribution Report
Once you've completed the required setup steps and added URL parameters for your ads, TrueProfit will start tracking and attributing conversions for all added marketing channels. Meanwhile, other metrics are pulled directly from the ad channels you are using, so that you don't have to switch between tabs to see your ads performance.
Here's the full list of metrics in your Marketing Attribution Report:
Metrics | Meanings | Formulas |
|---|---|---|
Ad Sources | All ad campaigns, ad groups, ad sets, and ads from the channels connected to your store on TrueProfit. How to connect ad channels with TrueProfit. |
|
Assisted Purchases | Ads that your customers clicked on to view your products but did not purchase, generated by any platform, count as assisted purchases. This metric is reported by TrueProfit's tracking and attribution data. |
|
Last-clicked Purchases | The last-clicked ad that led to a purchase. This metric is reported by TrueProfit's tracking and attribution data. |
|
Impressions | How often your ad is shown in each channel. This metric is pulled from the ad channels' data. |
|
Amount Spent | The total amount of money you've spent on your ads in each channel. This metric is pulled from the ad channels' data. |
|
Clicks | How many times your ads were clicked on to view. This metric is pulled from the ad channels' data. |
|
CTR | Short for Clickthrough Rate. It's how often people who see your ads and clicking on them. This metric is pulled from the ad channels' data. | Click-Through Rate = Clicks / Impressions |
Adds to Cart | The number of Add to Cart events tracked by each ad channel. This metric is pulled from the ad channels' data. |
|
Cost per ATC | The average cost of each add to cart reported by your ad channels. This metric is pulled from the ad channels' data. | Cost per Add to Cart = Amount Spent / ATC |
Purchases | How often your ads result in successful purchases This metric is pulled from the ad channels' data. |
|
Purchase Value | The total value of all successful purchases. This metric is pulled from the ad channels' data. |
|
Cost per Purchase | The average cost of each purchase, according to each ad channel. This metric is pulled from the ad channels' data. |
|
Conversion Rate | The average number of conversions per ad interaction, shown as a percentage. This metric is pulled from the ad channels' data. | Conversion Rate = Purchases / Clicks |
ROAS | Short for Return on Ad Spend. It measures revenue earned for each dollar you spend on advertising. This metric is pulled from the ad channels' data. | Return on Ad Spend = Purchase Value / Amount Spent |
Revenue | The revenue of all successful purchases reported in Last-clicked Purchases. This metric is calculated by TrueProfit | Revenue = Gross Sales - Discounts - Refunds + Taxes Collected + Shipping Charged |
Total Cost | The total cost of all completed orders reported in Last-clicked Purchases. This metric is calculated by TrueProfit | Total Cost = COGS + Handling Fees + Transaction Fees + Shipping Costs + Amount Spent |
Net Profit | The net profit of all successful purchases reported in Last-clicked Purchases. This metric is calculated by TrueProfit | Net Profit = Revenue - Total Cost |
Net Profit Margin | The net profit margin of all successful purchases reported in Last-clicked Purchases. This metric is calculated by TrueProfit | Net Profit Margin = [Net Profit / Revenue] * 100 |
If your ads are missing the required URL parameters for tracking, you'll see a yellow tooltip in each level. Make sure to add TrueProfit's parameters to have accurate tracking for this report.
Attribution Window
An attribution window is a time frame within which TrueProfit records your conversions (ad clicks). Currently in the beta version, the default attribution window in our app is 30 days.
Conversion Report and Conversion Journey
When your ads convert a successful purchase, you'll start seeing data reported in the Assisted Purchases and Last-clicked Purchases metrics for each channel. These two metrics are clickable with further insights into the orders generated from your ads.
Conversion Report
When you click to view the Assisted Purchases and Last-clicked Purchases data in your report, you will see an Conversion Report for the metric and channel you are viewing. This report includes the Order ID, Revenue, Purchase Date, and Customer details of all orders.
Conversion Journey
In the Conversion Report report, you can click on the Order ID to view each Order Details, the Conversion Journey, and the Customer Details.
The Conversion Journey gives you the full record since the customer first clicked on to view your ads, counts as Assisted Purchases, and the final ad where they converted and made a purchase, which is TrueProfit's Last-clicked Purchases.
Updated on: 25/12/2024
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