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Your Facebook Data May Be Mis-Attributed
Thank you for taking our Facebook Attribution Assessment. Keep reading to find out the result for each area:
Attribution fail: Facebook claims credit wherever possible
Facebook can be like some sleazy manager, taking credit for other people’s work.
You said you use both Facebook and other platforms, so you have two or more competing attribution systems.
Seeing high conversion stats on every platform is great, but you won’t be able to tell how many conversions are being attributed twice.
The Truth
Facebook likes to act like they are the only type of marketing that matters.
If a customer discovered you via a search ad, scrolled past your Facebook ad, then purchased after clicking a YouTube ad…Facebook will count it in their report.
You will need to take Facebook’s conversion figures with a large pinch of salt, and assume that the figures are over-optimistic at best.
Most SMEs report that over half of their annual revenue comes from repeat customers
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Michelle WarnerStrategy ConsultantDATA YOU CAN TRUST
Where “80 conversions” means 80 names
When SegMetrics says you had 80 conversions, you can see 80 actual customers. You can then click into any entry to see their customer history, complete with every touchpoint and purchase.
By building the date around people, not website sessions, it becomes impossible to double count a sale.
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