182: How To Make Sense of Organic & Paid Traffic Attribution

Hosted by: Austin Brawner with Andrew Foxwell

As the world of digital marketing continues to become more integrated it is increasingly difficult to analyze your metrics across various channels.

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As the world of digital marketing continues to become more integrated it is increasingly difficult to analyze your metrics across various channels.

This is particularly true when it comes to attribution.

Late last year Facebook launched a new attribution tool that allows you, for the first time, to easily compare data across all of your paid channels at the same time.

If you’re running ads across multiple channels, you won’t want to miss this episode. Andrew talks about the Facebook Attribution tool’s best features, how to set it up, and why you should start using it right away.


Episode Highlights

  • 5:48 Facebook’s new Attribution tool: what it is and how it works.
  • 7:53 Some of the common issues people run into with attribution.
  • 11:58 Why you should start using the new Facebook Attribution tool.
  • 15:26 How to set up the Facebook Attribution tool.
  • 18:48 A big benefit of the Facebook Attribution tool? Discovering hidden profits.
  • 19:30 The difference between various attribution models and the questions to ask yourself when you’re setting things up.
  • 24:47 Andrew shares his advice on choosing an attribution window.
  • 29:10 The dashboard you’ll see once you set up Facebook Attribution, and how to use it to start digging into your data.
  • 31:38 The three most valuable things Andrew recommends looking at within the Facebook Attribution dashboard.
  • 37:11 Why it’s absolutely worth your time to set up the Facebook Attribution tool.

Links And Resource

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Sponsor: Shoelace

This episode is brought to you by Shoelace. Shoelace helps fast-growing ecommerce stores tell their brand story, increase conversions, and grow revenue through Customer Journey Retargeting. This personalized approached to retargeting shows the right customers the right ads at the right time based on where they are in the buying journey with your brand. Whether a visitor is discovering your brand for the first time or a loyal repeat-customer is considering a purchase from your latest collection, they’ll see tailored ad content that evolves like an engaging story in the days and weeks following their visit.

Shoelace’s automation platform makes it a breeze to run memorable retargeting experiences. Visit ecommerceinfluence.com/shoelace and get started on working with Shoelace today. Mention “Ecommerce Influence” to claim a special offer during your free trial!

Sponsor: Klaviyo

Today’s episode is brought to you by Klaviyo. Over 10,000 brands have joined Klaviyo to help them build higher-quality relationships with their customers. Klaviyo does not force you to compromise between speed and powerful functionality, you get both. Interested to see Klaviyo’s impact? Tune into their 12-part docu-series following three brands—Chubbies, SunSki and the Love Is Project. You’ll learn how they prepared for Cyber Weekend 2018, marketing throughout the holidays, and beyond. Along the way, we’ll fill you in on what you should be doing as a business to push your marketing strategy to the next level.

Also, as you’re going through this, they’re going to show you how to prepare the business to continue to take it to the next level segment and grow and use it to use Klaviyo to drive more profitable interactions. If you want to go check out this docu-series, go to www.ecommerceinfluence.com/beyond.


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