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 annĂ©es, nous avons mis en place une organisation et une mĂ©thodologie adaptĂ©es pour rĂ©pondre aux besoins spĂ©cifiques d’agilitĂ© et d’expertise de vos Ă©quipes ecommerce que nous accompagnons dans le monde entier, en français et en anglais.
