Changes In The Attribution World
Facebook and Google have announced significant changes to their respective attribution tools. Facebook’s changes are primarily affecting users who use the facebook attribution platform on ads served on Facebook but Google’s changes are more widespread. Google’s changes affect Google Analytics which is the leading software used by many brands to analyze the traffic coming to their website (including analyzing marketing initiatives).
Below is a quick summary of the changes each platform is planning to implement.
Changes by Facebook
Facebook announced removing the 28 days attribution window option in their attribution models. Attribution models allow advertisers to measure particular responses based on rules made by the advertiser for their campaigns. Instead of 28 days, there will be a limited overview of 7 days of direct response performance. This change is expected to only influence expert Facebook marketers who operate large campaigns. On the other hand, it will also impact highly automated systems that are set up to understand ONLY facebook marketing events.
These changes went into affect on the 12th of October 2020, and all the historical information will be accessible until that day. If you have used attribution models before, it might be a good option to download your data to track the historic performance.
Google Analytics Changes
Google has updated the Google Analytics platform with new machine learning capabilities, unified app and web reporting, native integrations, and privacy updates. The new, more intelligent Google Analytics that builds on the foundation of the App + Web property was introduced in beta last year. It has machine learning at its core to automatically surface helpful insights and gives the user a complete understanding of customers across devices and platforms. It has a new privacy-centric design, so the users can rely on Analytics even as industry restrictions (on cookies and identifiers) create gaps in data.
Some new features include:
- Advanced machine learning models that can automatically alert users to significant trends in their data, like calculating churn or purchase probability;
- Unified measurement to remove fragmentation and help businesses understand how all channels are performing in real time;
- Privacy-safe measurement with new controls to help users better manage their usage of data.
How do these changes impact Eulerity?
Eulerity welcomes these changes. They DON’T affect any campaigns running through our platform. Eulerity’s modular attribution engine ingests the desirable platform of choice from our clients. To provide full control to our users, Eulerity doesn’t deploy any black box proprietary attribution models but, gives the choice to our users to bring their attribution platform (Google Analytics) accounts directly into our systems.
Eulerity is the world’s most efficient local marketing platform. Using machine learning and automation, Eulerity’s state-of-the-art technology simplifies the complex world of developing and executing digital marketing programs — all for a flat and transparent fee — a fraction of the cost of traditional vendors.
