Measurement of attribution for consent-exempt campaigns
Background / Issues
A specialist retailer 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.
Objectives
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…
Recipe
- Acceptance of correct implementation and configuration.
- Onboarding session with Thank You teams.
- Agnostic collection of traffic acquisition sources with waiver of consent.
- Possibility of customizing the attribution model.
Results
- Better management of media investments.
Key benefits
References
Over the years, we’ve put in place an organization and methodology tailored to the specific needs foragility andexpertise of your e-commerce teams, which we support worldwide, in French and English.
