When it comes to getting the most out of your marketing dollars, attribution is key. Attribution gives marketers a detailed report on which marketing channels drove conversions and can be leveraged for future campaigns. As each channel grows and changes (location-based services, Facebook Messenger bots, etc), proving their value becomes more difficult.
The challenge with traditional attribution methods is that they're usually based on location or device type or another metric that's less than ideal when you want to attribute an action back to a specific ad placement:
For example: Conversion tracking may say you got 10 conversions from AdWords ads and 5 conversions from BingAds but how do we know if the ad placement was the reason someone converted? If one position in Google Ads gets better results than a different position in a BingAds, attribution should take that into account.
Another example: If you have multiple calls-to-action on an ad, what's the best way to attribute which one got the click - the CTA at the beginning of your ad or towards the end? The pixel can be placed anywhere along an ad so only by using pixel level data can we determine where it came from.
PixelMe provides marketers with best possible customer touchpoints for attribution across all marketing channels. We're not just another attribution platform. PixelMe unifies cross device tracking and multi-touch attribution all under one roof, bringing clarity to how your digital campaigns are driving sales growth for your business.
Unifying Your Data
Our patent-pending PixelMe technology lets you unify your marketing data in one place. We do all the heavy lifting, bringing together data from all your different platforms and tracking technologies to give you a comprehensive view of every customer touchpoint along their journey to purchase:
How many people saw my ad?
What did they interact with?
Where did they click the ad from?
Which site did they convert on?
Did they call me after seeing an ad online? Which impression drove them to contact me?
Cross Device Attribution
Once we identify each device, we follow that user through across devices, websites and apps. This is done by creating a decentralized ID for users - rather than sharing personal information with advertisers about who they are, PixelMe uses a decentralized ID to link the data from different sources together.
This allows marketers to attribute sales back to specific campaigns, ads and web properties - as well as track the customer journey across devices. Track conversions back to ad interactions with our pixel level attribution technology. Combined with our pixel level click analytics on your website, you can see which customers originated from an ad impression and what action they took once on your site.
Unify Data for a Complete View of Your Marketing ROI
By bringing all your marketing data under one roof, we give you a complete view of ROI from every channel: Total number of customers from all channels Unique users from paid search Unique users from organic search Marketing spend by channel Estimated revenue by channel
This lets you: Optimize your ad spend and prioritize new channels Use past behavior and data to predict future customer behavior and ROI Make better decisions for the growth of your business
Marketing Attribution Benefits: Better Planning, Budgeting and Analysis – Create better plans based on historical data without having to train your team with rules-based attribution. Save time with automatic consolidated reporting from all platforms in one place. You can also see how much revenue you made from a particular web property/ad/channel so you can invest accordingly. Reduce costs by focusing on high value channels that drive more sales at lower costs. Increase awareness by targeting those same high value users across other channels. Better Customer Ret – Get a complete view of what campaign generated each lead. Get in-depth insights on how your users are interacting with your brand across channels. Utilize this data to better understand what you need to do for customer retention - whether that means additional touchpoints with relevant content or providing competitive offers, you'll have the additional information needed to make it happen.
Better Customer Insights – Gain more insight into who is buying from you and how they are doing so. See which of your ads produced a high ROI at the pixel level, allowing you to spend more on similar ads in the future. Determine where conversions come from allowing you to focus marketing efforts on user's journeys that already converted.
Unifying Data Means Better Decision Making
Now that everything is in one place, you can easily compare results from various partners/channels and tie them back to a specific customer's journey.
For example: You run a PPC campaign for an upcoming promotion, but also want to put another one in place for when it ends. By bringing all your campaigns into one marketing dashboard, you can see how each is performing just based on cost per conversion. This allows you to make more informed decisions about where to put your investment dollars without having the guess or ask anyone else what they expect ROI will be.
And that means better planning and budgeting with ease!
Taking It A Step Further
Just providing ROI analytics isn't enough... we wanted to give marketers insights beyond traditional attribution modeling - so we dug deeper into the user's journey. Here are a few examples of how we're doing that:
Paid to D-O-E – Converting D-O-E (Designated Online Environments) is typically placed immediately after ads have been delivered and where users have been targeted by many different types of marketing campaigns. In addition, marketers can purchase ads from partners on these sites, so UnifyWeb makes it easy to tie together all conversions from these paid impression sources. See which ad formats were most effective at generating conversions on your site. Get additional useful insights on what content your customers want more or less of, as well as which channels/formats perform best based on data across hundreds of thousands of impressions per partner. With a few clicks, you can uncover all this valuable data so you can put it to work for your business.
Cognitive – Now that marketers know what ad formats and content resonate the most with their target market, they need a way to measure how well their display ads are performing against other marketing channels. In order to acquire new customers that have been targeted across other channels, marketers must understand how often these owned media impressions were viewed relative to other paid impression sources or conversions from those partners who may not be under the UnifyWeb network umbrella. This is where our cognitive module comes in which provides insights into these KPIs with just two quick clicks per partner - allowing them to compare every aspect of performance between various marketing channels side by side - whether they
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