Explore your Attribution Dashboard to understand how AdRoll products work together and contribute to a customer’s path to convert. Your dashboard is comprised of three sections: Conversion Insights, Paths, and Compare Models.
Conversion Insights provides a top-level view of how your converters behave.
With Conversion Insights you can:
- View a breakdown of where your conversions occur – by product, campaign, AdGroup, and conversion audience.
- Dive into how your ad spend is working.
- Understand key drivers to conversion.
|Attributed Conversions||The number of conversions attributed to your AdRoll ads based on the selected Attribution model.|
|CPA||Cost per acquisition: Your average spend per conversion.|
|ROAS||Return on ad spend: Your profit per dollar spend, generated from conversions that happen after someone views your ad.|
Total earnings attributed to your AdRoll ads.
|Attributed Order Value||Your average revenue per conversion.|
|Spend||Amount spent on ads.|
Conversion paths are a great way to see which products, campaigns, and devices are the key drivers for your customer journey.
With conversion paths you can:
- Understand how your AdRoll products work together to influence a conversion.
- Evaluate the most common touchpoints and their effect on key KPIs.
- See the impact AdRoll has on their other marketing channels in the customer's path to conversion
|Conversions||The total number of unique conversions generated for each conversion path.|
|Average Days||Total days from the first touchpoint to conversion.|
|Average Order Value||Your average revenue per conversion.|
Total revenue driven through the conversion path.
Explore and choose from six rule-based attribution models: last click, last touch, first touch, linear, positional, and time decay. Each model has a unique set of rules for attributing credit to each AdRoll product leading up to a conversion. For example, if you have active AdRoll Retargeting, Prospecting, and Email campaigns, you can see where each product influences your customers at which stage.
The Six Attribution Models
Last Click: Attributes 100% of credit to the click that happened prior to a visitor converting.
Last Touch: Attributes 100% credit to the click that happened right before a visitor converted.
Pros of Last Touch/Click: Simple to follow and useful when a single touchpoint results in a conversion.
Cons of Last Touch/Click: Both models are biased towards bottom-of-the-funnel tactics and therefore can’t depict how all touchpoints contribute to the conversion.
First Touch: Attributes 100% of credit to the first touchpoint that brought a visitor into your purchase funnel.
Pros of First Touch: Ideal for an acquisition or demand-generation campaign.
Cons of First Touch: Limited view of a customer’s path to conversion.
Linear: Attributes equal credit across all touchpoints.
Pros of Linear: An easy-to-understand introduction to multi-touch attribution.
Cons of Linear: Makes it difficult to see opportunities for optimizing your campaigns and product use.
Positional: Attributes 40% credit to the first and last touchpoint, while each touchpoint in between receives linear credit.
Pros of Positional: Acknowledges importance of first and last touches while still attributing credit to all influencing touchpoints.
Cons of Positional: May attribute too much credit to the first and last touchpoints, which could undervalue the nurturing touchpoints in between.
Time Decay: Attributes the most credit to the final touchpoint, with decreasing credit for each touchpoint before.
Pros of Time Decay: Provides insight into which touchpoints ultimately close conversions.
Cons of Time Decay: Devalues prospecting and top-of-the-funnel touchpoints.
According to a FB Nielsen Study, only 4-8% of internet audiences account for 80-100% of all clicks. Consider comparing the results of a last click against a multi-touch attribution model.