Measurement of attribution for consent-exempt campaigns
Background / Issues
A retailer specialising in ready-to-wear clothing wants to analyze its acquisition campaigns and their performance. It faces several problems:
• Google Analytics provides a partial view of campaign performance (user consent required).
• Advertising platforms are “black boxes” and can potentially attribute more conversions to themselves than they actually generate.
• On these tools, the allocation model is fixed and cannot be customized.
Goals
Implement a solution that enables :
• free themselves from advertising platforms
• an exhaustive view of campaigns on 100% of traffic
Our 3-step approach
Implementation
• Implementation of Thank You Analytics tags.
• Tag settings for consent exemption.
Configuration
• Technical configuration of the Thank You interface: addition of audience and conversion dimensions, creation of channels and levers…
QA
• Acceptance of correct implementation and configuration.
• Onboarding session with Thank You teams.
• Agnostic collection of traffic acquisition sources with consent exemption.
• Possibility to customize the attribution model.
Results
• Better management of media investments.
Key benefits
Références
Au fil des années, nous avons mis en place une organisation et une méthodologie adaptées pour répondre aux besoins spécifiques d’agilité et d’expertise de vos équipes ecommerce que nous accompagnons dans le monde entier, en français et en anglais.
