Thread by @bowtiedopossum

*Attribution*

Google Analytics uses last non-direct click attribution.

If you don’t know what that is. Google it. This is Twitter, not a blog post.

FB and other “display” advertising uses view through attribution.

Again google it.

Thread 👇

In the beginning when your brand isn’t known, view through attribution is pretty accurate. The tracking technology is pretty spot on *for now*.

As your brand expands, view through attribution becomes less and less reliable.

Why? 👇

First. You start showing ads to people that would have bought from you anyways

Second. When you start trying to solve that problem with suppression lists, your suppression lists are what @BowTiedDonkey’s food turns into

Do *YOU* use the same email and browser for FB as shopping

If you don’t understand that last bit. You need to research how marketing is tracked.

Cookies, email, fingerprinting, etc.

The point here is attribution modeling is the golden grail of marketing.

Don’t believe any platforms metrics until you have investigated, tested and exhausted your wits.

*Every* platform builds their model to align with you spending more ad $, no matter the outcome.

I once had the heart attack of having to turn off $40k/day of social media marketing spend for a month with a *6 ROAS*.

Nothing happened. Sales didn’t budge an inch.

Sales actually went *UP*.

But that was statistical noise.

My point isn’t to say that social marketing or any marketing doesn’t work. It actually works well if you know what you’re doing.

My point is to do your own testing and investigation and not listen to self interested platforms.

I’ll leave this here.

https://twitter.com/bowtiedopossum/status/1395915132467830786