Your results

Pull Back the Curtain on Your Attribution Data

Thank you for taking our Facebook Attribution Assessment. Keep reading to find out the result for each area:

Attribution fail: Facebook can’t measure lifetime value

Facebook will tell you it attracted a customer, pat itself on the back for a job well done, then walk away.

Which is fine, but knowing about single purchases isn’t enough.

To really create a flourishing business you need long-term customers, the big spenders who make repeat purchases or stick with their subscription.

The Truth

Facebook let’s you assume that all your customers are equally likely to become long term buyers, but that’s not the case.

The LTV can vary across campaigns, with some ads, products or lead magnets proving more likely to bring in big spenders. But unfortunately, Facebook gives you no way of knowing which of your campaigns were responsible for more than just an immediate purchase.

So while it’s tempting to only think about things like post-purchase emails affecting retention, don’t forget that there is hidden variation in LTV across your campaigns and traffic sources.


"Most SMEs report that over half of their annual revenue comes from repeat customers"

BIAKelsey

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We added SegMetrics to see if it could find answers to questions a client’s had for over a year and that couldn’t be put off any longer. It could, and did so within about 30 seconds.

— Michelle Warner — Strategy Consultant

DATA 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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