Marketers have measured digital media using the same process for more than a decade. The default measurement is to provide full credit to the ‘last clicked’ ad, yet almost every online transaction happens with multiple Internet ads from multiple ad channels (i.e. the sales funnel). If an online shopper comes in contact with four Internet ads before purchasing, the last clicked ad right before that sale, gets 100% credit. Yet the three prior Internet ads, which prompted the sale…get zero credit due to today’s ‘last click’ method of attribution. This erroneous measurement results in hundreds of millions of dollars wasted in today’s $30 billion U.S. Internet ad market.
Full funnel attribution provided by C3 Metrics, gives credit to a team of ads, instead of just the ‘last clicked’ ad; attributes the transaction revenue to the ads originating, converting, and assisting the transaction; matching the attributed revenue to each ad with its respective cost, and distills this data into an actionable metric.
When a client implements full funnel attribution, there is always anticipation over which channel will appear most effective compared to current ‘last click’ measurement. C3 Metrics frequently receives questions from clients wanting to understand how full funnel attribution will affect their media mix. C3 Metrics is a SaaS solution, with data easily accessible on a near realtime basis with the ability to plug into any media channel including Online Search, Affiliate, Display, Email, Shopping Engines, Social, Content and Offline TV, Radio and Print.
C3 tracked display viewthrough impressions, determined Viewability in realtime, connected users across their different devices, integrated TV attribution and determined when a consumer completed a conversion event.
C3 also integrated proprietary intelligent feedback to Display vendors, such that only ads that were seen would receive real time feedback. False attribution metrics such as nonviewable ads, cookie stuffing, ad bots and last place media were controlled through a series of standard algorithms in C3’s platform to remove false positives.
C3 Metrics analyzed a year’s worth of the advertiser’s data to establish a baseline prewave prior to C3 Metrics being implemented. In the baseline year, revenue growth amounted to low singledigits on a yearoveryear basis.