Last updated on Jul 5, 2024

You're analyzing SEM and social media performance. How do you reconcile conflicting attribution data?

When diving into the world of digital marketing, you'll quickly find that Search Engine Marketing (SEM) and social media are pivotal for online success. However, analyzing their performance can be tricky, especially when you encounter conflicting attribution data. Attribution refers to the process of identifying actions taken by users that lead to a desired outcome, like a sale or a lead, and assigning value to each touchpoint in their journey. As you sift through analytics, you may find that different platforms claim credit for the same conversion, leaving you puzzled about which channel truly deserves the accolade and how to allocate your marketing budget effectively.

1 Understanding Data

To start reconciling conflicting attribution data, it's essential to understand the nature of the data you're dealing with. Each platform, whether it's Google Ads for SEM or Facebook for social media, uses its own algorithms and tracking methods to claim conversions. These platforms often operate in silos, not recognizing the contribution of other channels. It's crucial to look at the entire customer journey and consider multi-touch attribution models that can provide a more holistic view of how each touchpoint contributes to conversions.

Add your perspective

Belinda Irvine

Google Ads Consultant | Increasing Conversions & Revenue | Maximising ROI | Expert in Digital Marketing
Report contribution
Combined with understanding each platform and their attribution methods the key component is to educate clients the figures will likely never match. Education is key. As Google Ads managers we need to explain that 8-20 touch points are often needed for a customer to convert which makes allocating (attributing) the conversion even more challenging.

Like

Unhelpful

2 Attribution Models

Different attribution models can paint varying pictures of performance. Last-click attribution gives all credit to the last touchpoint before conversion, often favoring SEM. First-click might skew towards social media if that's where the initial engagement happened. Consider using more sophisticated models like linear, time-decay, or position-based, which distribute credit across multiple touchpoints. This approach acknowledges the complexity of the user journey and helps you understand the interplay between SEM and social media.

Add your perspective

3 Analyze Overlap

Analyzing the overlap between SEM and social media is a critical step. Look for patterns where both channels are present in the conversion paths. You might notice that social media campaigns are great at initiating interest, while SEM captures that interest at a later stage when users are ready to convert. Recognizing this synergy allows you to adjust credit distribution accordingly and optimize each channel for its strengths in the conversion funnel.

Add your perspective

Inna Leitner

Performance Marketing for E-com | 10 yrs in Google Ads | Meta Ads | Pinto Pins founder
Report contribution
Analyzing SEM and social media overlap is key. Social media often sparks interest, while SEM shines later in the funnel, capturing users ready to convert. Recognizing this synergy lets us optimize each channel for its strengths and adjust credit attribution for a more holistic view.

Like

Unhelpful

4 Cross-Platform Tools

Leverage cross-platform analytics tools that can track user interactions across different channels and devices. These tools help in creating a unified view of the customer journey, making it easier to understand how SEM and social media work together. By integrating data from various sources, you can mitigate discrepancies and get closer to the true picture of each channel's performance.

Add your perspective

5 Testing and Learning

Experimentation is key in determining the most accurate attribution. Run controlled tests where you adjust budgets and observe changes in performance across SEM and social media. This can reveal the incremental impact of each channel. Additionally, consider using attribution software that employs machine learning to continuously refine the understanding of how different touchpoints influence conversions.

Add your perspective

6 Ongoing Optimization

Finally, attribution is not a set-and-forget task—it requires ongoing optimization. Market conditions, consumer behaviors, and platform algorithms change over time. Regularly revisit your attribution model and data integration practices to ensure they reflect current realities. This continuous refinement will help maintain an accurate assessment of SEM and social media performance, allowing for smarter marketing decisions.

Add your perspective

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

Add your perspective

You're analyzing SEM and social media performance. How do you reconcile conflicting attribution data?

1

2

3

4

5

6

7

1 Understanding Data

2 Attribution Models

3 Analyze Overlap

4 Cross-Platform Tools

5 Testing and Learning

6 Ongoing Optimization

7 Here’s what else to consider

Search Engine Marketing (SEM)

Rate this article

Thanks for your feedback

More articles on Search Engine Marketing (SEM)

More relevant reading

You're analyzing SEM and social media performance. How do you reconcile conflicting attribution data?

1

2

3

4

5

6

7

1 Understanding Data

2 Attribution Models

3 Analyze Overlap

4 Cross-Platform Tools

5 Testing and Learning

6 Ongoing Optimization

7 Here’s what else to consider

Search Engine Marketing (SEM)

Rate this article

Thanks for your feedback

Explore Other Skills