Display Originates 44% of Advertisers’ Q1 Transactions Using Attribution
Executive Overview
C3 Metrics analyzed a subset of data across its client base totaling 50,000 online transactions to determine channels of media originating transactions. The data showed that nearly half of all transactions analyzed were originated by a display ad. This report underscores the role that display can play in driving initial interest and the value of investing in upper-funnel and mid-funnel tactics when finally capturing insights of Full-Funnel Attribution™.
Methodology
C3 Metrics examined 50,000 transactions across a subset of its client data collected in Q1, 2011. C3 Metrics’ proprietary decision engine provides full-funnel attribution modeling, capturing all online media sources from the top of the funnel, where sales are originated, to the conversion at the bottom of the funnel. Across all 50,000 transactions analyzed, C3 Metrics determined originators, assists and converters for each transaction at a granular level.
Results
The C3 Metrics’ Labs study found that in 44% of all online transactions analyzed, display was the first media source, which originated the transaction funnel, ultimately delivering the 50,000 conversions. C3 Metrics CEO Mark Hughes elaborated, “If an advertiser is still using last click/last view analytics, they never see this kind of data because every online ad in the upper funnel is hidden—and given zero credit. Since clients using C3 Metrics have insight to which media plant the seeds of revenue that initiates a consumer transaction, they reallocate media dollars to sources driving incremental revenue versus competing at the bottom of the funnel.” C3 Metrics’ Labs results underscore that, when measured thoroughly with full-funnel attribution, display has much more value than ever expected. In fact, of all 50,000 transactions analyzed, only 13% were converted by a display ad.
Conclusion
Insight into top-of-funnel activity is critical in understanding what actually drives awareness, interest and revenue. With proper attribution modeling, advertisers can see far above “last click/last view” residing at the end of the funnel, and consequently allocate budget to channels that best originate and assist incremental revenue, like display. C3 Metrics CEO added, “Puzzlingly enough, it’s the only industry where all the competition is for last place. But now, we’re on the verge of a major shift in media metrics.”
About C3 Metrics:
C3 Metrics is Attribution Made Simple. The C3 Metrics proprietary decision engine delivers actionable attribution modeling, allowing marketers to measure the true value of all marketing channels—making complex media analytics simple. Headquartered in New York, C3 Metrics provides a SaaS solution for agencies, brands and publishers to solve the “last click” and data overload problems of online marketing optimization. A two-year client case study for one of C3 Metrics’ advertising partners has demonstrated a 75 percent revenue increase versus baseline with only a 12 percent increase in advertising spend.
