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Attribution Change Highlights44% More Conversions from Native

B2C Client

B2C Client: Attribution Change Highlights 44% More Conversions from Native 2

CLIENTA B2C client in the ecommerce subscription space.

CHALLENGEThe client wanted to test into native advertising as a channel expansion in order to support their customer acquisition efforts. 3Q implemented a content amplification strategy across various native networks to help introduce new users to the brand and drive paid subscriptions. At the beginning of the engagement, performance was measured on last-click, which initially produced strong results. Over time, however, the efficacy of this attribution model declined, and failed to gauge the full impact of native efforts.

SOLUTIONAfter reporting on Google Analytics numbers for multiple quarters, the client introduced a supplementary analytics platform that allowed customized attribution modeling for individual paid channels. For native, we configured a tailored setup that credited conversions to the click immediately prior to purchase from brand search and direct. This meant if a user engaged with a native ad and then converted through brand search or direct in the following session, native would receive credit for that paid subscription.

B2C Client: Attribution Change Highlights 44% More Conversions from Native 3

RESULTS

Data showed a 44% lift in conversion volume to native campaigns when attributing last click + previous click from brand search and direct traffic. Because of the subsequent lower CPAs, 3Q had the flexibility to run additional testing while the client increased QoQ investment.

SUMMARYThis view of native helps demonstrate how the channel’s contribution to a larger media mix can often be overlooked. Because of the low-cost, high-reach nature of the channel, native touchpoints are often found within a significant number of conversion paths. However, because native is not a ‘closer’ channel (or a user experience that converts users within the same session) its value is easily misinterpreted without the right attribution model in place. It is important for brands to closely analyze the actual benefits native provides down-funnel, as they’re often times under-reported.

(*Based on a new network launch, over a five-week period.)

Date Google Analytics All Analytics Platform Incremental Converstions (%)

Week 5 34 62 82.35%

Week 4 66 90 36.36%

Week 3 42 70 66.67%

Week 2 50 60 20.00%

Week 1 36 47 30.56%

Total 228 329 44.30%

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