Managing your Cross-Channel Attribution in AdRoll

Make smarter, data-driven budget decisions by seeing your entire marketing picture in one place. AdRoll’s Cross-Channel Attribution Dashboard provides a single, unified view of all your marketing activities.

To get started, simply connect your advertising accounts from all major platforms, including Facebook, Instagram, TikTok, Pinterest, Google Ads, Snapchat, Amazon Ads, Microsoft Ads, LinkedIn Ads, and X Ads (formerly Twitter). Once integrated, you can analyze performance from your ads, email, SMS, and e-commerce store side-by-side. Identify which channels and campaigns drive the most conversions and revenue, and confidently allocate your budget for maximum impact.

Who can access

Access to Cross-Channel Attribution is available for the following AdRoll packages.

Step 1: How to Integrate platforms?

Using integrations in Cross Channel Reporting & Attribution is very straightforward. Please follow these four steps for easy integration:

• Click on the “Integrations” button located in the bottom left corner of your dashboard. 

Cross-Channel Attribution

• Click the card for the ad account you’d like to connect and click “Connect”.
• From there, a pop-up appears that prompts you to log into your social business manager/ads manager account with your admin credentials.

• In order to use a connected channel in the Cross-Channel Attribution dashboard, you need to activate this integration by turning on the “Show data” toggle. Once you do, the counter will get updated and you will see that this integration will count towards the total number of available integrations you have as part of your package.

  

Once you connect successfully, your campaigns will be automatically added to the AdRoll platform, where you will be able to view your imported social campaigns alongside your AdRoll campaigns.

Step 2: How to utilize UTMs?

• Connect AdRoll to your site by installing the AdRoll Pixel.
• Create a conversion segment.

Add UTMs on your landing page URLs. You can use our UTM link builder.

Step 3: How to navigate Cross-Channel Attribution dashboard? 

The Cross-Channel Dashboard has a lot of features that make it discoverable, helpful, and easy to use.

Gain a more holistic view with UTM-tracked data and Platform-reported data in one place:

1. Utilizing UTMs (urchin tracking modules), AdRoll is able to identify and deduplicate the conversion and revenue numbers coming from each individual channel. Utilizing the data we gather via our onsite pixel, UTM-tagged marketing channels are captured and brought together into a unified reporting dashboard.
2. Dozens of metrics e.g. spend, conversions, revenue, CTR, impressions etc., imported hourly from integrated ads, email and sms platforms. 

Explore insights and understand the performance of your marketing mix on-the-fly with Insights. Insights highlight key campaign performance at a glance for KPIs that truly matter, like spend, conversions, revenue and ROAS. These help you have a pulse on what's working and what's not before you drill down to the channel and campaign data. You can now dive deeper into these metrics, identify optimization opportunities, and check the whole picture of your performance by clicking on the ‘Insights’ button.

Un-silo your marketing stack and review your spend, performance and conversion data: There are three tabs of data that drills into each of your channel's influence on conversion. These included attributed conversions, assisted conversions, and pathways.

Attributed
The Attributed tab will show conversion and revenue that are credited to each channel and campaign based on the attribution model selected at the top of the dashboard.

TIp: You can customize this table to fit your needs. 

Assisted
The Assisted tab will help paint a more holistic picture of a channel's attribution influence by displaying the number of conversions (as well as the coinciding revenue) for converters that the channel served ads to, but did not receive the attribution credit based on the selected attribution model.

Pathways
The Pathways tab can be used to help tell a fuller story of a channel's conversion influence by displaying ads interactions from the same channels prior to conversion. In other words, you'll. be able to see shared conversion paths which can be vital in determining how channels work best when paired together as well as which channels influence additional conversions even when they may not receive the attribution credit.

Compare data to the previous date range to uncover new trends: By checking the Compare filter, the system will automatically compare the current date range to the previous e.g. current 30 days to previous 30 days, or current 90 days to previous 90 days. Metric deltas quickly identify the increase or decrease in your key metrics over time by channel and campaign. It's easy to understand what's happening across your entire marketing stack, by channel, and by campaign at a glance.

Drill down to the campaign level to review the performance of each individual campaign within each channel. Use this data to help determine what is working and what is not within a certain channel, helping optimize performance.

Tip: Have a change you want to make in your Recipes or campaigns after seeing the data in the Cross-Channel dashboard? You can easily access, resume or pause AdRoll, Facebook, TikTok and Pinterest campaigns directly from the dashboard to make editing quick.

Slice and dice your performance data to focus on what matters to you: Take a look at the filters and determine if the defaults are what you need. If not, change these filters to manipulate the data using your preferred conversion segment, attribution model, channel and time range.

Our UTM builder lets you create trackable links to copy and paste in your campaigns: Don’t see one of your channels in this dashboard? Use our AdRoll UTM link builder to help get the data flowing into the dashboard. At the top right of the dashboard click the Create UTM button to bring up our UTM Builder assistant.

With these data sources in place, you are now ready to start digging into the data and insights across all tracked channels in your marketing stack!

Key Considerations

• AdRoll will only bill for the web spend (campaign launched on AdRoll). All Social spend is billed directly by the respective channels.
• You can only select an ad account that uses the same currency as your AdRoll account (e.g. if your AdRoll account uses USD, you can only select USD ad accounts). If your FB ad account for example uses EU and AdRoll uses USD, we will not be able to integrate your account due to currency differences.
• Initially your campaign data will take 24 hours to import but after that, it will be updated on an hourly basis.
• Imported social campaigns will carry one year of historical data into the AdRoll dashboard and we only import campaigns that have spent in the past year. Additionally, all ads and audiences imported with social campaigns will live in our ads library and can be used in any other campaign for that channel.