Attribution tools are one of the many crucial digital marketing assets. The term attribution refers to the process of importing data from other marketing platforms and offline data to measure the impact of those platforms on your business and also study your customer’s ways. Google and Facebook are some of the channels that offer attribution services.
From the definition, attribution allows one to gauge the interaction of users with either their adds, platforms, or devices and show the results in terms of figures. By this, one will be able to know if their marketing techniques are working and if not, where the problem is. You might find that one has opened a facebook account on his phone, laptop, and probably a tablet. Others start something in one device and finish it in another. Attribution tools also help you to track all these devices and synchronize the data.
Facebook and Google are two competitive advertising platforms that provide attribution services. The competition from these platforms works for the good of advertisers. One will be able to know the good and bad sides of either of the platforms by cross-referencing and looking it from another angle, very instrumental to any digital marketer.
Google attributions are known as Google Analytics (GA). With GA, Data-Driven Attributions (DDA) are only available in the paid version of GA, known as GA360. GA360 is one of the best applications of machine learning and measurement in the industry. With DDA, one gets to the value of a particular site or ad by looking at all clicks on it. On the other hand, if you want the free version of GA, you will have seven attributions from which to choose. Facebook also has many free attribution tools, though less developed, that can be used on your GA.
Between Google and Facebook, the latter has stronger cross-device tracking since people are always logged into facebook in almost all of their devices. Google also has this provision. One may have opened their email account in several devices. However, for you to make the most out of your users, Facebook will do.
When it comes to cross-Platform analysis, the difference between these two platforms is clearly seen. Google Analytics cannot measure Facebook’s impression data, and so one needs to look at how this can be used in their favor. Facebook attributions, on the other hand, can be allowed by other platforms to include their channel in their overall analysis.
By cross-referencing attribution from these two platforms, one can know how best to integrate them to get the best results as per your preference.