Facebook is in the process of making some major changes. This will have a big impact on digital marketers. If you’re running campaigns on Facebook, then it’s time to start familiarizing yourself with the new Facebook Attribution Tool, which looks set to replace Facebook Insights.
In this article, we’ll tell you everything you need to know to start using the Facebook Attribution Tool.
What is the Facebook Attribution Tool?
If you have some experience of digital marketing and have already run successful campaigns, then you’ll know how important it is to where your conversions come from. Facebook Attribution is designed to help you get this data easily and effectively.
Unlike Facebook Insights, Facebook Attribution isn’t about targeting specific people but about looking at how people who buy your product act when they are in your funnel. In affiliate marketing, it can be difficult to know exactly where your conversions are coming from, especially if people don’t buy your products directly from the first impression.
A lot of the time, people don’t convert straight after the first impression and a lot of sales come from people using multiple devices across multiple sessions. This makes it much harder to view the entire customer journey.
Imagine that a person sees an advert on Instagram, which they then ‘like’. If retargeting has been set up, they might see another ad later on Facebook, which they can then click through and convert. However, which of the two ads was responsible for the final conversion?
The answer is most likely both. However, most tools will only show you the Facebook conversion, without attributing any of the credit to the initial Instagram impression. If this happens repeatedly, then you might think that your Instagram ad isn’t working, even though it could actually be an integral part of your funnel.
The Facebook Attribution Tool, therefore, aims to help you get deeper insights into your funnel, without compromising massive amounts of private data. It can give you full access to your conversion path so that you can analyze your marketing impact across multiple devices and channels.
Getting Started with Facebook Attribution
To set up Facebook Attribution for your ads, start by going to your Facebook Business Menu and click on Attribution under the heading Measure & report. It should look a little something like this.
If it’s your first time trying it out, you’ll see a welcome page which gives you a quick overview of what to expect.
Click Get Started in the bottom right-hand corner and you’ll arrive on a page which asks you how your business is organised.
Read the information carefully as your choice will impact how you use the tool and how effectively it will work.
If you’re an affiliate marketer then you’ll want to choose Separate Brands, Verticals or Regions. Dropshippers, on the other hand, will probably want to go for Single Business.
Once you’ve chosen your business model, click next and you’ll have to complete a four-step process where you can select your ad accounts, data sources, admins and currency/time zone.
Step 1 - Ad Accounts
On this page, simply choose from your list of ad accounts that appear. All of your registered ad accounts should appear here.
To select them, simply click the boxes to the left of them. You can add as many as you want.
Once you’ve added all of the accounts you want to use click Next to go to Step 2.
Step 2 - Add Pixels
On this page, you can add your tracking pixel. This will allow Facebook to know when people make actions and where. If you haven’t set any pixels up then you can use the default setting for now just to test the system out.
Once you’ve added the tracking pixels associated with your chosen accounts, click Next to go to Step 3.
Step 3 - Add People
Here you can manage your admin team, which allows chosen people within your business to view your attribution data. Note, if someone is not connected to your Facebook business account then you will need to open up a line of business with them in order for them to be able to view the data.
Once you have chosen your Admin team, click Next to go to Step 4.
Step 4 - Currency and Timezone Settings
Here you can choose the currency and time zone for your Attribution Reports. Note, this cannot be changed afterwards.
Once you’ve decided on the currency and time zone, click Next and you’ll be shown an overview of your selection, like this.
If everything looks correct then click Finish to complete this stage of the process.
You’ll be directed to the Settings window on your Attribution dashboard.
You’ll have to wait to get data in from your campaign at this stage.
To make sure you are receiving data, check that you have a green check-mark that says ‘Data is being received’. It should look like this:
You’ll also see 4 menu options on the left of the top tab: Performance, Custom reports, Conversion paths and Settings
The first three will only be available once your data has been collected. It takes approximately 2 hours so you can review your settings in the meantime.
Setting Up Ad Platforms in Facebook Attribution
In order to track your campaigns across multiple channels and devices, you’ll also need to add all of your non-Facebook ad platforms. To do this, go to the Settings tab and click on Ad Platforms.
On this page, you should see the Facebook ad accounts which you have connected. Above this, to the right, there is a button which says Add a platform. Click on this to browse through the list of non-Facebook ad platforms which you can connect.
Facebook already knows the domains your traffic comes from, however, by connecting your other ad platforms, Facebook will also be able to differentiate between paid and organic traffic.
There are currently 36 ad platforms to choose from including Google Adwords, Outbrain, Twitter, Snapchat etc. There is also the option for custom ad platforms so that you can use ad platforms not featured in the list.
When you scroll through the list of available ad platforms you’ll notice that there will be one of four things written on the right-hand side:
Pre-configured - The settings are already done for you
Manual configuration - You will need to edit certain parts such as tags.
Unsupported by publisher - The publisher doesn’t support Facebook Attribution, however, you can message them to request support.
Connection not available - Unfortunately, these ad platforms will not work with Facebook Attribution.
Once you have successfully connected your chosen ad platforms, you’ll need to wait until you have enough data to get your results. This can take a while depending on how successful your campaigns are, so be patient.
Conversion Paths in Facebook Attribution
To access the Conversion Paths page, simply click on the option in the main tab at the top:
Before you start optimizing your conversion paths, you’ll need to have some conversions. If your page looks like this you’ll need to wait for your conversions to come in.
Once you have your first conversion data, go to the drop down options in the top right of the screen.
In the first drop-down menu on the top left, you can choose which type of conversion event to focus on. The options available will depend on the type of tracking pixels you are using.
The next drop-down menu in the top right allows you to choose the time period you want to focus on.
The third box, underneath the time selection box, allows you to change the Attribution Model and Attribution Window.
What is an Attribution Model?
Attribution models allow you to decide how credit will be distributed among the touchpoints of your conversions. Attribution models are based on single rules, sets of rules, or statistical models.
All customer interactions with ads are included in the term ‘touchpoint’. These touchpoints are then used to show an overview of your customers’ conversion paths, which will usually change from one person to the next.
Depending on what you want to gain from your campaigns, you will likely want to distribute your attribution credit accordingly. For example, if you are looking at brand awareness, then your first impression might be more important than the last. Similarly, if you are trying to boost sales, then the final touchpoints will be more useful.
In rule-based attribution models, you can select the rule which determines how credit for conversions will be attributed to your touchpoints. Statistical models, on the other hand, use historical data to decide where to attribute credit and will vary depending on the business.
The Facebook Attribution Tool automatically sets this to ‘Last Touch’ as it’s default model. This option attributes conversions to the final click or impression made by a customer, without looking further back the chain.
The Facebook Attribution Tool currently gives you 7 different Attribution Models to choose from. To access these, click the drop-down menu under the Attribution Model heading.
Here is what each of the Attribution Models does and how they will change your data.
Even Credit: This option attributes even credit to each click/impression on your customers’ conversion path. This allows you to see a good overview of your customer journey, without placing all of the final credit on their final touchpoint.
Last Click or Visit: This option gives all of the conversion credit to your customers’ final click or page visit.
Last Touch: As we have already seen, this option gives all of the credit to the final visit/click in your conversion funnel. However, if no click was made then the final impression will be credited.
Positional 30%: This is a little more complicated. In this option, 30% of your conversions are given to the first and last touchpoints in your funnel, with the remaining credit being shared evenly among the middle touchpoints.
Positional 40%: This option is the same as the last, only this time, 40% is given to the first and final touchpoints.
Time Decay 1-Day: This option allows you to distribute credit based on time. The closer the touchpoint is to the final conversion, the more credit it is attributed.
Time Decay 7-Day: This option is the same as the one above, but with a longer timescale.
Take your time and work out which model works best for you. You may want to look at a mixture over time to see exactly how your funnel is functioning so that you can optimise it. You may also be able to find some hidden entrances to your funnel that you didn’t know about and then start capitalizing on them.
The Attribution Window
The Attribution window is basically the time window through which your attributions will be considered. For example, if you just want to look at data from the last 24 hours you can. Or, you can look at the previous month. The maximum attribution window with Facebook Attribution is 90 days.
The Attribution Window lets you choose which touchpoints are used by the attribution models. For example, if you select a 28-day click and visit and 1-day impression window, the model will only include clicks and visits from the past 28 days and impressions from the last 24 hours that led to conversions.
It is thanks to the Attribution Window that the Facebook Attribution Tool is able to give you deeper insights into your funnel and track customer interactions across different devices and days. This lets you see how people first view your ad in one place and then decide to buy it from another, so it’s worth getting acquainted with.
With the announcement that Facebook will allow users to delete their historic data after 90 days, Facebook Insights is likely to take a massive hit. Therefore, the Facebook Attribution Tool is likely to be where Facebook places most of its emphasis in the future, so it worth understanding early.
We’ll be giving you more information about how to optimise your funnels using Facebook Attribution in the future, so make sure to stay tuned to the blog.