Facebook undervalued in last-click attribution model: Report

New Kenshoo research finds social networking platform is undervalued by up to 30 per cent in a last ad attribution model against other types of custoemr attribution techniques

Marketers who use last ad attribution to measure Facebook’s brand impact as part of a multi-channel campaign are devaluing the social network’s impact and making flawed marketing decisions, a new report claims.

According to the Quantifying the Impact of Multi-touch Attribution research paper from digital marketing technology company, Kenshoo, the last ad model undervalues Facebook advertising by 12-30 per cent compared to five other industry standard alternative attribution models: First only, prefer first, divide equally, prefer last and U-Shaped.

While criticism of last ad attribution has grown in recent years, it remains widely used by marketers globally. There has also been insufficient data to backup the flaws in such an approach, the Kenshoo report stated.

Kenshoo analysed campaign performance data across its clients managing ads across multiple digital marketing channels between March and May. The company employed a cost-per-acquisition metric across all advertisers, which was calculated by aggregating all recorded conversions and dividing that number in the total media cost of the ads which drove them.

Kenshoo’s clients include Expedia, Hitwise, John Lewis, Starcom MediaVest Group, Tesco and Travelocity.

The research found Facebook was undervalued by 30 per cent using a last ad technique compared with a first only approach, where credit is only given to the first customer interaction. It was also undervalued by 20 per cent in a last ad model when contrasted with a prefer first approach, where the first customer touch gets the majority of the credit, and each following interaction is credited less in a rules-based, linear way.

Looking at Facebook’s worth using last-click attribution was also undervalued by 16 per cent against a divide equally technique, where the value of each touch is equal to the rest; and 15 per cent undervalued compared with a u-shaped approach, which uses an 80:20 rule to give the first and last click majority weighting and the middle clicks less credit.

A prefer last approach gives the last click most credit, followed in a linear fashion by the second-last touch. Against this example, Facebook was undervalued by 12 per cent in a last ad approach.

“Marketers relying on last ad attribution to optimise their campaigns could be making million-dollar decisions based on flawed data; so they can expect to achieve flawed results,” said Josh Dreller, director of marketing research at Kenshoo. “Multi-touch techniques better reflect the reality of consumer behaviour and enable marketers to improve budget allocation and campaign performance.”

Kenshoo’s findings echo those of a review of Google US Analytics ecommerce tracking accounts earlier this year, which claimed social media was the second most used channel after display ads in the earlier part of the purchasing process.

It is also backed up by the findings of a recent Aggregate Knowledge report, which found social continues to deliver the highest quality users.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Tapping behavioural science for consumer influence

We know full well the business we’re in as marketers is really the business of choice. But recent discoveries from behavioural science are leading to a psychological revolution that challenges many of the accepted models of how communication, creativity and advertising influence a consumer’s preferences.

Kyle Ross

Account director, TRP

10 ways of changing your culture through self-awareness

Did you hear about the manager who always shot the messenger whenever they brought bad news? He eventually stopped hearing bad news. Unfortunately for him, this wasn’t because there was none to report.

Steve Glaveski

Co-founder, Collective Campus

How to create a compelling customer experience vision

Organisations are seeking new ways to engage customers, drive new sales and increase customer satisfaction by providing engaging customer experiences. A customer experience initiative that lacks a strong, clear vision often fails to achieve its intended result.

Olive Huang

Research director, Gartner

There are lots of feature of microsoft dynamics crm by using these features you can grow your businesses. Some of them is lead management...

Dynamics Square

How Port Container Services is finetuning lead management with CRM

Read more

Agreed. I see the opposite problem quite often where people are tasked in an organisation just with "be creative" - thus offering no boun...

Dr Fiona Kerr

The great debate: Is data killing creativity?

Read more

By far, this is the best article I've come across so far that has a relevant information regarding the future of marketing. Although the ...

Jayden Chu

​Six ways to prepare for the future of digital marketing

Read more

These are some good ideas. You didn't touch on the overarching goals and results of brand loyalty. This article does a good job at provid...

hgsupport

Four ways to use social media to boost customer loyalty

Read more

This read like a PR PLUG for the agency. Very flowery language for the agency and very little details about the deal or the project.

Digital_Marketer

Why Tourism Victoria decided to go agile

Read more

Latest Podcast

More podcasts

Sign in