What is attribution and why you should care
It is a now well-known practice in the digital marketing industry that when you run a multi-channel activity in Campaign Manager you shouldn’t use a last click model to assign credit to your media touchpoints (learn more about the different attribution models). You should instead fractionally split the credit among the different channels your consumer interacted with. This allows you to better understand the impact each channel is having on a user and the value it generates in terms of conversions and revenue.
Now, the most advanced way to calculate that is by using the Data-Driven attribution model (DDAM). This is the only model that can factor unconverted paths and uses an auto-updated algorithm to assign credit.
How to set up a DDAM in Campaign Manager
Before setting up a DDAM in CM there are some data threshold requirements to consider: you need to have at least 10,000 paths and 400 conversions in the last 28 days, per conversion type (e.g. ecommerce conversions, goals, etc.)
1. Channel grouping
If you meet this threshold, the prerequisite is to set up your channel groupings first. To get personalised and accurate insights for your business it is best practice to create a Custom Channel Grouping, rather than just using the Default one.
How to: Go into any of the reports in the ‘Attribution’ tab within ‘Reporting and Attribution’ in CM and select the Channel Groupings drop down. Then select ‘Copy MCF channel grouping template’ and set definitions based on requirements.
There are two ways in which you can create a DDAM: the first one is through the ‘Reporting and Attribution’ section, the second one is in the ‘Trafficking’ section.
How to: If you are setting up your first model, go to ‘Attribution’ in ‘Reporting and Attribution’ and select the ‘Attribution Modelling Tool’ menu. Once there, click on the dropdown button next to the default model and choose ‘create a new data-driven model’. Then make sure you name it and specify the relevant conversion floodlights, channel grouping and lookback window.
Once that is done, you can choose to incorporate your model within the ‘Trafficking’ section so that it can be used in reports you pull using the ‘report builder’.
Navigate to your selected advertiser and click on the ‘Floodlight Configuration’ tab. Scroll down until you find ‘Attribution models’ and select ‘New Model’. You should be able to select your custom DDAM. If you are ready for it to be the default model in all future reports, you can set it as the ‘primary’ model for that advertiser.
Key aspects of the DDAM
Please note that there are some aspects you should take into consideration when setting up a DDAM:
- Once you set up a DDAM you can't edit it, only remove it and create a new one
- It includes both impressions and clicks that are tracked through the selected floodlight configuration
- It is based on single device data
If you would like help with your attribution measurement, or have any further questions, reach out to the team.