#everything-marketing
Thread
How do you track and analyze your paid marketing efforts when each platform uses different attributions and conversion models? For example, conversion data on Facebook Ads is always higher vs Google Analytics. How do you make an accurate analysis given these challenges?
Being totally reliant on any single platform measurement outside of CPA is never going to be accurate.
We mainly measure MER at an ecosystem level and scale our efforts based on incremental lift we see from spend across channels.
@Anton Karlsson I came here to say this, but @Mark Fagan beat me to it. If you really care about attribution a lot, it’s worth trying out Triple Whale…
…but real customers rarely follow a straight path to purchase, so MER is probably a much better business measure.
I wrote a thing about MER some time back, with tips on .
I would review Triple Whale as an option. Facebook ads are not reliable with their data.
3rd party attribution with a incrementality adjust iROAS/iMER and an MMM.
Here's the literal masterclass on this: