Attribution

What are the different models? About the data-driv __________________attribution model About the eve __________________-credit attribution model About the first clic __________________ or vis __________________attribution model About the first touc __________________ attribution model About the la __________________click or visit attribution model About the la __________________ touch attribution model About the positi __________________attribution model About the time dec __________________ attribution model

About the data-driven attribution model About the even-credit attribution model About the first click or visit attribution model About the first touch attribution model About the last click or visit attribution model About the last touch attribution model About the positional attribution model About the time decay attribution model

Through measurement solutions like Facebook Attribution, Facebook uses people-based measurement to help you better understand the steps people take leading up to a conversion after seeing an ad. By leveraging a persistent Facebook login, Facebook allows you to tie actions directly to real people who took those Act______________, across publish______________, chann______________ and dev______________ both on and off of Facebook.

Actions

This approach is different from other measurement tools that may measure ads based only on cooki__________________________ or device advertis__________________________IDs. Cooki__________________________- or device-only measurement can lose its effectiveness when used__________________________ to measure people, as they may miss different touchp__________________________ in your conversion paths.

Alone Cookies Touchpoints

Before you use Facebook Attribution Be sure to create a Busi_________________ Mana_________________ Get familiar with how to setup a l_________________ of busi_________________ Organize your ad acco_________________ and data sour_________________ Have the appropriate permi_________________ to access the Facebook Attribution tool.

Be sure to create a Business Manager. Get familiar with how to setup a line of business. Organize your ad accounts and data sources. Have the appropriate permissions to access the Facebook Attribution tool.

For example, the first touchpoint may introduce someone to a bra_________________ or product, the middle touchpoints may help increase their consid_________________ of the product and the last touchpoint may lead them to take the action of Con_________________. Attribution combines the data from the touchpoints in a consumer's conversion path with the model you choose to apply to this data to understand which touchpoints should get credit for the conversion.

Brand Consideration Converting

To use Facebook Attribution, you need a Bus________________ Man____________.

Business Manager

Different attribution models distribute different amounts of credit for Con__________________ across your ads. Attribution models can be based on a ru__________________ or set of rul__________________, or a statistical model. Rul__________________-based models let you select the rule that will determine how conversions should be attributed to different touchpoints. Single-touch models allow you to give credit to only one touchpoint, while multi-touch models allow you to give credit to multiple touchpoints in the consumer's conversion path. Statistical models, like Facebook's data-driven attribution model, look at histo__________________ data to determine credit and varies depending on your business.

Conversions Rule Historical

Attribution is the process of assigning ____________________ to touchpoints along a consumer's conversion path. By understanding which of your ads should get credit for leading a consumer to take an action you wanted, such as making a purchase, you can better measure the effectiveness of your ads and make decisions for future planning and optimization.

Credit

With Facebook Attribution, you can choose to apply Dif__________________ attribution models and windows to your conversion data. Facebook Attribution supports several different rule-based and statistical attribution models, as well as various lengths of attribution windows, each of which you can apply as a new type of lens to analyze your data.

Different

By default, Facebook Attribution selects a La_____________ touch model with a __________________-day impression and __________________28-day click window. For example, if you were to select purchase as your conversion, and apply this default attribution model and attribution window, your reporting will reflect purchases that can be attributed by Facebook to the last ad click that happened within 28 days prior to purchase or the last ad impression that occurred within 1 day of purchase, whichever happened last.

Last

To use Facebook Attribution, you'll need to create a lin ____________________ of busin ____________________ . Lin ____________________ es of busin ____________________ group your ad accounts and asse____________________ together (for example, apps, pixels, offline event sets) so that you can measure and understand the impact of your campaigns across your ad accounts. If you advertise for multiple brands on Facebook, you can organize your people, ad accounts and assets into sepa____________________ lines of business. With multiple lines of business, each of your brands can focus on their most relevant campaigns.

Line of Business Assets Separate

Use Facebook Attribution to focus on the right channels for the right audience and: Maxi_________________ Incre_________________ Optim_________________

Maximize your return on investment by re-allocating budgets to campaigns that effectively drive conversions. Increase your focus on the marketing tactics that work for your business. Optimize placement, creative, and audiences that are performing best.

Attribution Mod____________________ determine how cred____________________ is given to touchpoints for a conversion. Attribution windows specify which touchpoints you want the attribution model to consider. The attribution window you select will be used to determine how long before a conversion the attribution model should look for touchpoints to give credit.

Models Credit

Reporting on Facebook Attribution is broken down into 3 sections: Performa________________ Custom Repo________________ Cross-Devi________________

Performance: Compare the impact of your ads across paid, organic and direct touchpoints. For campaigns on Facebook, Instagram, Messenger and Audience Network, you can use the data-driven attribution model, which is a statistical model Facebook developed to give a percentage of credit to each touchpoint based on the incremental impact it had on driving business goals. Custom Reports: Create custom reports using custom breakdowns based on your campaign names. Cross-Device: See how people engage with your business and paid media across devices.

If you've already set up your Facebook Pi__________ or Facebook SD_____________ for app events, and you've been using UTM parameters with your ads, no additional setup is required.

Pixel SDK

Your audience will likely see your marketing on various Plat_________________ and with Facebook Attribution, you'll be able to better understand the true val_________________ of your ads and determine where your campaigns are most effective.

Platforms

Facebook Attribution is a tool that enables you to measure and understand the impact of your ads across multiple: Publi_________________ Chan_________________ Devi_________________

Publishers Channels Devices

Below Settings, you can check your diagnostics and review your data sources, referring domains and third-party advertising platforms to make sure you've set up Facebook Attribution correctly: Review Diagn________________ Review Dat________________ ​Sou________________ Review Refer________________ Doma________________ Add Ad Platfo________________

Review Diagnostics: Check the status of data collection from both Facebook campaigns and off-Facebook sources. You can also troubleshoot any errors related to your pixels. Review Data Sources: See which pixels and apps are associated with your line of business and which events and custom conversions they're receiving. You can also exclude data from any data sources you don't want to include in your attribution reporting. If you notice any issues with your data sources, go to Events Manager to investigate further. Review Referring Domains: Exclude data from any referring domains that you don't want to include in your attribution reporting. Learn more about reviewing your data sources and referring domains. Add Ad Platforms: If you advertise across multiple publishers, you can add any third-party advertising platforms to Facebook Attribution. Adding platforms allows you to apply click and impression tags provided by Facebook to your off-Facebook media so that you can learn more about your conversion path. You can also upload campaign and cost mapping. Learn more about adding platforms.

The attribution Win___________________ you select will be used to determine how lon___________________ before a conversion the model should look for touchpoints to give credit.

Window Long Especially if your business requires a long purchase consideration cycle, you'll want to make sure that the attribution window you're using is long enough to consider important touchpoints towards the beginning of your conversion paths. For example, buying a car will likely have a longer purchase consideration cycle because it's a larger investment that may involve more research on the consumer's part. The consideration cycle for a car is likely longer than that of a video game, which may be purchased more quickly.