First method : attribution marketing
Quanticfy is UTM centric.
This means we attribute sales to specific ads thanks to the tracking data located in the UTMs. This is why properly parameterizing UTMs and Ad-ids is essential for us to provide you with accurate data.
Quantic Factory uses a 7 days time decay attribution model by default (shown in the table below). In this model, hits are not weighted the same depending on when they occurred. This is relevant for most ad attribution through UTMs: ads seen (or clicked on) a week before the sale are considered less important for attribution than ads seen (or clicked on) the same day of the order. We look at the customer journey up to 7 days prior to the sale.
Sale | D0 | D1 | D2 | D3 | D4 | D5 | D6 | D7 |
coef | 1 | 0,875 | 0,75 | 0,625 | 0,5 | 0,375 | 0,25 | 0,125 |
If automatic tracking is not possible (for all media that do not provide a business manager and/or an API), like it is the case for Influence, we provide you with an interface to manually upload your costs (the Media Spending Influence). This is the only way we can collect exhaustive attribution data and provide you with the Effective Media Spending and Effective ROAS.
Second method : AB test
Offline sales are measured through a Geolift. This allows us to deduce the post-view conversions. To know how many sales were brought by offline ads, we go through the following steps:
Step 1: We use our attribution model to look at the online attributed sales ("clicks") for Meta (sales that were brought through Facebook and Instagram ads online)
Step 2: we do the Geolift and see how many sales your business generated. The Geolift gives us the offline ("views") part we were missing before.
Step 3: we look at the total number of online-lead sales ("clicks")
Step 4: we deduce what is the number of offline generated sales ("views")
Combining Attribution and AB test
Once the geolift is done, we combine the post-view data (C) with post-click data (D) and provide you with an exhaustive attribution for your sales.
