Why Single Channel Attribution Ain’t Attribution
When you log into the Twitter Ads interface you’ll see a tab called “Attribution.” But attribution of a single vendor, grading their own homework…is not attribution at all.
Next time you log in to (name your media vendor only measuring itself), ask them these questions?
- Are you measuring other paid digital channels?
- How are you fractionalizing and modeling those paid digital channels?
- Are your measuring the fractional contribution of Organic, SEO, and brand created content?
- How are you bringing in the fractional value of TV, Radio, Direct Mail, or Offline media?
- How are you joining cross-device?
- How are you eliminating non-viewable display ads from getting credit?
- How are you correcting the false positive of click fraud?
- How are you algorithmically removing what’s called multicollinearity?
This is why single channel attribution is not attribution (cross-channel, cross-device, user-level, viewability-controlled, false-positive-corrected, Bayesian-modeled, machine-learning) at all.
Got answers? We got questions.