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コンバージョンについて広告キャンペーンのアトリビューションを評価する

アトリビューションに関する詳細はこちらで説明しています。

Defining a conversion allows us to let you know when someone completes the action you desire. But how do you know when someone completed the action because they saw your ad? In other words, how do you attribute conversions to your campaign?

アトリビューションのシナリオ

朝、通勤途中に広告が潜在的顧客のスマートフォンに表示されますが、クリックせずに終わります。その後、勤務中にコンピュータの検索画面に広告が表示されます。そこから広告主のウェブサイトへ誘導し、製品情報を提供します。その晩、タブレット上でいつものソーシャルアプリをチェック中にリターゲティング広告が表示され、クリックを通じて購入が完了します。

In a simple world, your customer would have interacted with your ad once and completed their purchase right away. You could then give that ad 100% of the credit for your new customer. Much more realistic is that your customer could have touched any number of your marketing channels (three, in the above example) that each contribute to your customer making that purchase.

広告主が顧客の考えを直接読むことはできず、それぞれの広告が購入決定にどれだけのインパクトを与えたかを知ることはできません。だからこそ広告キャンペーンのパフォーマンスを評価できる、合理的なアトリビューションモデルを確立することが重要なのです。

Attribution is not a perfect science and there are many competing theories about what the most accurate method for determining a realistic attribution model is. You can read our guide on attribution here, and we definitely encourage you to do some research on your own to find the attribution model that is right for you.

 

AdRollで使用するアトリビューションの調整方法

Attribution can be adjusted in "Attribution Settings." Find this section in "Settings" (gear icon in the top right corner). There you will find the option to adjust attribution for both your click-through conversions and view-through conversions.

  • Click-through conversions are conversions that resulted after someone clicked on one of your ads.
  • View-through conversions are conversions that resulted after someone viewed one of your ads.

これらの各コンバージョンでは、それぞれトラッキング対象期間とアトリビューションのパーセンテージの2つのレバーを調整することができます。

 

トラッキング対象期間

Your conversion window is the number of days that can elapse after your visitor's interaction with your ad within which the conversion will be attributed to your campaign. AdRoll's default conversion window setting is 7 days. You can change this anytime by navigating to SettingsAttribution Settings and choosing your conversion window.

  • A 7-day conversion window means that if your customer converts within 7 days after viewing or clicking on your ad, the campaign that served the ad will get credit for it.
  • 5-day conversion window means that if someone converts six days after seeing or clicking on your ad, the campaign that served the ad will not get credit for it.

実際のトラッキング対象期間は、販売サイクルや顧客が購入の意思を固めるまでに実際にかかる時間などを考慮に入れて設定します。これは例えば靴下よりも車を購入する場合の方が時間をかけることが多いことからお分かりいただけるでしょう。

 

アトリビューションパーセンテージ

Your attribution percentage controls what portion of attributable conversions are actually credited to your campaign. 

  • If you attribute 100% of conversions, all attributable conversions that occur within your conversion window will be credited to your campaign.
  • If you attribute 50% of conversions, only half of total attributable conversions that occurred within your conversion window will count.

What the attribution percentage allows you to do is programmatically adjust attributed conversions based on consideration for likely impacts. For example, if you have more than one active marketing channel (like in the scenario above).

 

ビュースルーCVのアトリビューション

オンラインの広告キャンペーンの成功の度合いを測定する最も簡単な方法の1つは、クリックスルーコンバージョン(CTC)をトラッキングすることです。広告のクリックによって訪問者が顧客にコンバートしたことがわかります。

View-through conversions are a little trickier since there is no definitive action to show that your visitor engaged with your ad. But remember, not everyone clicks!  In fact, studies have shown that only 16% of people ever click, and half of those (8%) account for 85% of all clicks on display ads.

Even if a customer does not click on your ad—whether its because they got distracted or preferred to follow up on your offer in a different window or day—the ad has still served as a compelling reminder of your brand. And this brand recognition does result in a lift in conversions. Just ask Facebook or Google. Measuring VTCs reveals the true value of campaigns that raise awareness of your brand to keep it top of mind.

設定でお困りの場合

There is no single way to value view-through conversions, but in a study of the 93% of marketers (that's a big majority) that do attribute view-through conversions, most attribute around 25% of VTCs within a 30 day window and 100% for CTCs.

 

Cross-Device Attribution 

Accounting for cross-device usage among your customers is essential to understanding the full impact of campaigns that run ads on both desktop and mobile. With AdRoll, you can opt in your desktop campaigns to access cross-device targeting. 
 
To track this, the AdRoll platform drops cookies, or small data files, to recognize a unique visitor and identify their devices as they move between different websites and applications (usually via a hashed version of a login identifier such as email). This process allows us to track conversions that your audience makes across platforms. You can learn more about how we use this data for cross-device attribution in our terms of service and privacy notice.
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