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3 Signs You’re Missing Out on Valuable Attribution Insights

Are your marketing reports a tangled mess of numbers that leave you scratching your head? You’re not alone. Flawed attribution reporting is a common problem plaguing businesses of all sizes. It can lead to wasted budget, missed opportunities, and, worst of all, guesswork when it comes to marketing decisions.

But what if you could unlock the true power of your marketing efforts?

Imagine having crystal-clear data that shows exactly what’s working and what’s not. Imagine being able to optimize your campaigns with laser precision, driving results like never before. That’s the power of reliable attribution reporting.

In this blog post, we’ll show you how to ditch the confusion and unlock the valuable insights you need to take your marketing to the next level. We’ll reveal the key signs that your attribution system might be broken and provide actionable steps to fix it.

Ready to stop flying blind and start making data-driven marketing decisions? Let’s dive in!

The Importance of Reliable Attribution Reporting

Before diving into the signs of a broken attribution system, let’s establish why it’s crucial to have reliable reporting in the first place. Effective attribution reporting goes beyond just tracking conversions. It provides a clear picture of the customer journey, allowing you to:

  • Gain Reliable Reports: Make informed decisions based on accurate data that reflects the true impact of your marketing campaigns across all channels. This eliminates guesswork and ensures you’re focusing your resources on what’s truly driving results.
  • Gather Comprehensive Data: Get a holistic view of all touchpoints, not just the last click. Attribution reporting helps you understand how different marketing activities (ads, social media posts, website content, etc.) influence customer behavior throughout their journey. This comprehensive view allows you to identify the most effective combinations of channels for reaching and converting your target audience.
  • Effectively Assess Campaigns: Don’t waste time and money on campaigns that aren’ t delivering. With accurate attribution data, you can identify which campaigns are generating the most leads, conversions, and sales. This allows you to optimize your campaigns for better performance and maximize your return on ad spend (ROAS).
  • Allocate Budgets Strategically: Stop throwing money at channels that aren’t working. By understanding which channels contribute most to your success, you can allocate your marketing budget strategically. Invest more in the high-performing channels and cut back on the ones that aren’t delivering the desired results.
  • Increase Your Return on Ad Spend (ROAS): By optimizing campaigns for efficiency and effectiveness, you can ensure you’re getting the most out of your marketing budget. Attribution reporting helps you identify areas for improvement and make adjustments to maximize your marketing ROI.

Simply put, reliable attribution reporting is the key to understanding what’s working and what’s not in your marketing efforts. It empowers you to make data-driven decisions that optimize your campaigns and drive business growth.

Red Flags: It’s Time to Fix Your Attribution Implementation

Now that you understand the importance of reliable attribution let’s explore the key signs that your current system might be holding you back:

1. A Large Portion of Installs Showing Up as Organic?

This is a red flag that something is wrong with your attribution setup. There are several reasons why a significant portion of your installs might be showing up as organic, even if you’re running targeted marketing campaigns. Here’s how to diagnose the issue:

  • Digging Deeper: Compare iOS and Android Data: Since limitations introduced with iOS 14 can affect organic attribution reporting, compare your install data across both iOS and Android platforms. If you see a significant discrepancy between the two, it might be indicative of issues specifically related to iOS attribution.
  • Ensuring Proper Partner Setup: Many marketing campaigns rely on third-party partners to deliver ads and track conversions. If these partners are not correctly configured with frameworks like SKAdNetwork (SKAN) and App Tracking Transparency (ATT) for iOS 14, it can lead to inaccurate attribution. Double-check that your partners are set up correctly to ensure proper attribution for all installs.

2. Large Data Discrepancies Between Platforms or Reports

Inconsistencies between different data sources can significantly impact your ability to make informed decisions. Here are two common culprits behind data discrepancies:

  • Partner Integrations: In today’s marketing landscape, most businesses rely on a variety of analytics partners to track campaign performance. If the integrations between your marketing platforms and analytics tools are not functioning correctly, data might not be flowing seamlessly. This can lead to discrepancies between reports generated by different platforms. Review your integrations to ensure data is flowing smoothly and consistently.
  • Robust Fraud Prevention: Unfortunately, the world of marketing isn’t immune to fraud. Malicious actors might try to inflate your install numbers with fake clicks and conversions. If you suspect fraudulent activity might be skewing your data, it’s crucial to implement robust fraud prevention measures. This can involve partnering with fraud detection specialists or utilizing advanced analytics tools to identify and eliminate fraudulent traffic.

3. You Don’t See the Value in Checking Raw Data Exports

Here’s why raw data exports are a hidden treasure trove for marketers:

  • Uncover Hidden Trends: Pre-formatted reports are designed to present a specific set of metrics. Raw data exports, on the other hand, provide access to all the underlying data points. By analyzing this data yourself or with the help of data visualization tools, you can uncover hidden trends and patterns that might not be readily apparent in pre-formatted reports.
  • Deeper Customer Journey Analysis: Raw data exports allow you to track user behavior across different touchpoints in more detail. This can help you understand how users interact with your brand at various stages of the customer journey, from initial awareness to conversion and beyond.
  • Customizable Reporting: Pre-formatted reports offer limited customization options. With raw data exports, you have the flexibility to create custom reports tailored to your specific needs and answer your most pressing marketing questions.
  • Advanced Segmentation: Segmentation is a powerful tool for understanding different audience segments within your customer base. Raw data exports allow you to segment your data in more sophisticated ways than what’s typically offered by pre-formatted reports. This enables you to personalize your marketing messages and campaigns for maximum impact.

However, unlocking the full potential of raw data exports requires:

  • Training: Raw data can be complex and overwhelming, especially for those unfamiliar with data analysis. Investing in training for your marketing team will equip them with the skills needed to effectively analyze and interpret raw data exports.
  • Guidance: Even with training, some marketers might require additional guidance when it comes to diving deep into raw data. Consider partnering with a data analyst or marketing attribution specialist who can help you extract the most valuable insights from your data exports.

The Cost of Inaccurate Attribution

While fixing a broken attribution system might require some initial effort, the cost of inaccurate reporting can be significant. Here are some of the negative consequences you might face:

  • Wasted Budget: If you’re unsure which channels are driving results, you might be wasting money on ineffective campaigns. Accurate attribution reporting helps you allocate your budget more efficiently and maximize your return on investment (ROI).
  • Missed Opportunities: Inaccurate data can lead you to overlook high-performing channels or miss out on valuable customer insights. With reliable attribution, you can identify the best opportunities to optimize your campaigns and reach new customers.
  • Poor Decision-Making: Marketing decisions should be based on data, not guesswork. Flawed attribution reporting can lead to poor decision-making that hinders your marketing efforts and limits your ability to achieve your business goals.
  • Ineffective Campaign Optimization: If you don’t understand what’s working and what’s not, you can’t effectively optimize your campaigns. Attribution reporting provides the insights you need to make data-driven adjustments and improve campaign performance over time.

The Benefits of a Comprehensive Attribution Audit

Now that you understand the signs of a broken attribution system and the cost of inaccurate reporting, it’s time to consider the benefits of a comprehensive attribution audit. Here’s what you can expect:

  • Identify Issues: A thorough audit will identify any problems with your current attribution setup, such as improper partner integrations or outdated tracking methods.
  • Data Discrepancy Resolution: The audit will help you pinpoint the root cause of data discrepancies and ensure all your data sources are flowing seamlessly.
  • Actionable Recommendations: Based on the findings of the audit, you’ll receive a clear roadmap with actionable recommendations on how to fix your attribution system and improve your data quality.
  • Improved Marketing ROI: By addressing attribution issues, you’ll gain a clearer picture of your marketing performance, allowing you to optimize campaigns for better results and maximize your return on investment.
  • Future-Proofing: The marketing landscape is constantly evolving. A comprehensive audit can help you identify areas for improvement and ensure your attribution system is flexible enough to adapt to future changes.

Taking Action: Invest in Your Attribution Reporting

Don’t settle for unreliable data and missed opportunities. Invest in a comprehensive attribution audit to gain the insights you need to optimize your marketing efforts and achieve your business goals.

Our team of experts can help you:

  • Diagnose Issues: We’ll conduct a thorough analysis of your current attribution setup to identify any problems that might be hindering your ability to track campaign performance accurately.
  • Develop a Strategic Plan: Based on the audit findings, we’ll work with you to develop a customized plan to address attribution issues and implement best practices for accurate data collection and reporting.
  • Ongoing Support: We don’t just fix the problem and walk away. We offer ongoing support to ensure your attribution system remains optimized and continues to deliver valuable insights.
Mostafa Daoud

Mostafa Daoud

Mostafa Daoud is the Interim Head of Content at e-CENS.

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