Numbers, graphs and data. The work in social media marketing is not just about all the pretty and creative stuff, but the “hard”, data-driven insight as well. Besides many better or worse tools, Facebook offers its own. For example, newly launched Attribution Dashboard. Are you asking what it can do and why you should take notice of it?
What is Attribution Dashboard?
Measure or not to measure is not the question anymore (measure, of course! 🙏), the matter is what to measure and where. Thanks to the complexity and constant expansion of the digital world, it is challenging (= difficult as hell) for brands to find the best way to optimize their ads.
The social media giant Facebook tries to, as usual, find the best way, how to help and stimulate businesses to invest in their social media marketing and make their effort valuable. In order to that, after months of testing, Facebook has launched its new Attribution Dashboard with more in-depth insight across Facebook apps and services. The aim is pretty simple – give the marketers more complete picture of the customer journey to make smarter business decisions.
And more importantly, how does it work?
“Facebook Attribution helps you measure the impact of your ads across the Facebook family of apps, services and publishers. For example, using the new data-driven attribution model, you can see how your ads on Facebook, Instagram, Audience Network and Messenger are contributing to incremental business results compared to if you were not running ads. Also, to gain a better understanding of your audience’s digital journey, you can use cross-device reporting to learn the device your customer engaged with your ads on as well as where they converted,” says Facebook about the news.
According to Facebook, 45 % of digital touchpoints are missed by traditional measurement (mostly those are just cookies and last-click attribution), Attribution Dashboard is here to track the way your customers went and on the grounds of that improve your marketing efforts.
Why do you need to know those data?
Having a holistic view of the customer journey helps you plan and evaluate the results, optimize the ad – its location, content, audience, and maximize the budget and strategy.
Using Attribution Dashboard is for free and once you’ve already set up Facebook pixel or Facebook SDK for app events, and you’ve already been using UTM parameters with your ads, you don’t have to set anything else.
Analytics 👉 your best friend
Still, think analytics are swear words? Hopefully, you don’t, because nowadays data are highly valued. Besides Facebook own insights, you can also rely on other, more comprehensive source of information. For example, ZoomSphere modules are offering loads of data (hundreds and thousands) to evaluate your social media content, compare social media profiles side-by-side for analysis with competitors or create social listening searchers to monitor brand mentions and determine sales leads.
“It is a capital mistake to theorize before one has data.”
Arthur Conan Doyle