The primary value Quantic Factory brings is accurate sales attribution. We take into account three levels of digital marketing data:
the media level (Facebook, Google, etc.)
the channel level (Paid Facebook, Paid Google, Organic Search...)
and the ad level (that can be tracked through UTMs)
We are UTM-centric. We use UTMs to provide you with ad-level attribution data. For us, media is either Facebook, Google, TikTok, or Instagram... It refers to the level above the marketing channel and is our more general level of analysis.
Other tools may use the word “Source” to refer to what we call "Media".
We classify UTMs by category and type. So for each media we have categories: social, search, display, shopping, influence, or affiliation... and types, which discriminate between Organic, Paid and Email. The combination of categories and types forms our channels.