This doc presents the playbook and video walkthrough to effectively use the Full Impact ROI multi touch attribution model to optimize your campaigns using ROI and LTV.
When to use the Full Impact attribution model
Full Impact attribution is helpful when needing to know "is my marketing effective somewhere?" and you do not segment your marketing by top, middle, and bottom of the funnel.
It is also a great model to use in the 1st 30 days of Wicked Reports while you are still accumulating enough data for top of funnel campaign analysis.
It is also an effective model if you wish to evaluate your marketing campaigns using a multi-touch model and want a higher revenue signal than the Linear ROI model offers.
The Full Impact ROI Optimization Play
- Using the ROI report, choose Full Impact Attribution
- Find the High ROI campaigns
- Select a Campaign Using the Campaign Explorer
- Move negative ROI ad spend within the campaign to the positive ROI ad spend within the campaign
- Repeat steps 3 & 4 for all the high ROI campaigns.
- Find the low ROI campaigns
- Run “Wicked Quick Wins: Determining Kill or Chill on a Low ROI Campaign”
Video: Wicked Quick Win - Optimizing Campaigns using Full Impact Attribution
How we calculate Full Impact attribution
Why do the sales and revenue in the grid (or csv export) not match the totals section in the ROI Report?
When using Full Impact Attribution, your sales and revenue are amplified as we give full credit to each attribution point (first click, first optin, reoptin & last click). So what does this mean? Let's look at an example. Let's say we have 2 orders. Order A is for $100 and Order B is for $250. Each order is attributed per the table below:
The summary table at the top of the ROI will show that you have 2 sales and revenue is $350. However, as we give credit to each attribution point, the grid will look something like this:
|Campaign Name||Wicked Attributed Sales||Wicked Attributed Revenue|
As you can see, the grid will over-report sales and revenue as each attribution point receives full credit. When you export the grid to a csv file, you will see the same thing.