Bizible’s View Through Attribution feature includes the ability to include ad impressions in the attribution model.
Why is View Through Attribution Important?
Re-targeting or impression advertising, historically, has been difficult for marketers to account for in their attribution analysis. Potential clients may, time after time, be exposed to re-targeting ads but it's unlikely that they actually click on one of these ads and fill out a form within the same session. Our View Through Attribution solution now has the ability to trace whether or not someone was exposed to an impression ad. This touchpoint will be appended to the individual record and will carry through until the prospect becomes a client. With this information, the marketer will now get better insight on the performance of their re-targeting advertising.
What is involved in setting this up?
In order for Bizible to start measuring the ad impressions, there is an impression tag that needs to be placed in Doubleclick Campaign Manager. Once the tag is implemented, the impressions are stored in our logs and we take care of the rest. Reach out to your Success Manager if you’re interested in measuring your view through attribution.
Which ad platforms are supported?
We currently support Doubleclick Campaign Manager.
How is the attribution calculated?
We ran some careful analysis of impression data and its influence on conversions across all marketing channels. The distribution varies depending on the model but as an example, for a U-Shaped model where First Touch and Lead Creation Touch would typically get a 50/50 split, the introduction of the impression would receive 12.5% towards the Display channel with the First Touch and Lead Creation Touch getting 43.75/43.75.
What will this look like in Salesforce?
Bizible will create a single impression Touchpoint on any Lead that was exposed to the display ad. We are able to map the user even after they first come to your website (FT) and fill out a form (LC). The Touchpoint will contain ads information such as Campaign Name/ID, Ad Name/ID, Creative Name/ID, Site Name/ID, Placement Name/ID, Marketing Channel, Geo, Referrer Page, and more.
The view-through attribution model will depend on the client and their data. However, below you can see a live example of the modeling using view-through attribution.