The best advertisers do this…
You should know that your results column hides important details about conversions. The default of 7-day click and 1-day view attribution is only part of the story. The novices stop there. Those who care about impact and accuracy dig deeper.
Compare Attribution Settings
The best advertisers use the compare attribution settings feature.
Every day. All the time. It holds secrets and clarity that the default results might not convey.
Click and View Conversions
These advertisers know that not every situation requires the same attribution setting. They prioritize 7-day click for purchases and 1-day click for leads. They look at 1-day view, but they deprioritize it. And they know when view-through conversions are a problem.
They look at 28-day click to get a deeper look into the customer journey. This can be especially useful when looking at what new leads do.
First and All Conversions
They also know how to deal with people who perform multiple conversions, particularly across seven or 28 days. They use First Conversion to help cut out the fluff, but they use All Conversions to view the broadest impact of their ads.
Incremental Attribution
And they use Incremental Attribution to get the clearest, most accurate representation of results.
These numbers may not be as pretty and impressive on the surface as those from the default setting, but they are better reflective of how your ads performed.
Less emphasis on view-through conversions and remarketing. More on direct impact from people who wouldn’t have acted without seeing their ads.
The best advertisers look beyond the surface level results.
