How to optimize campaigns using Full Impact ROI attribution

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

The Full Impact ROI Optimization Play

Video: Wicked Quick Win - Optimizing Campaigns using Full Impact Attribution

How we calculate Full Impact attribution

Troubleshooting

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

  1. Using the ROI report, choose Full Impact Attribution
  2. Find the High ROI campaigns
  3. Select a Campaign Using the Campaign Explorer.
    1. You can move low ROI campaign ad spend to high ROI campaigns.
    2. Advanced Scaling - Ad and Ad Group level optimization
      1. Filter on the utm_content value, which is the ad name if this is a Facebook/Pinterest/Snap/Twitter/TikTok campaign, or an ad group name if a Google campaign.
      2. Check to see if there is targeting (utm_term value) that is generating high ROI this ad. When there is, congrats, you have found a market for this message within the campaign that is generating higher relative ROI. Move the negative ROI ad spend on targeting using this ad to the positive ROI targeting for this ad.
    3. Advanced Scaling - Adset and Targeting optimization
      1. Filter on the utm_term value, which is the adset name if this is a Facebook/Pinterest/Snap/Twitter/TikTok campaign, or an ad's triggering criteria if a Google campaign.
      2. Check to see if there is an ad (utm_content value) that is generating high ROI for this adset/targeting. When there is, congrats, you have found a message to a market within the campaign that is generating higher relative ROI. Move the negative ROI ad spend on ds using this ad set/targeting to the positive ROI ads for this ad set/targeting.Move negative ROI ad spend within the campaign to the positive ROI ad spend within the campaign in 3 ways.
  4. Repeat steps ii & iii for all the high ROI campaigns.
  5. Find the low ROI campaigns
  6. 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

Troubleshooting

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:

  Order A
  Source  Medium Campaign Content Term
First Click Google A BB C D
First Optin Facebook E FF G H
ReOptin          
Last Click Email M NN O P
  Order B
  Source  Medium Campaign Content Term
First Click Facebook A BBA C D
First Optin Organic E FGH G H
ReOptin          
Last Click Email M NOP O P

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
BB 1 $100
BBA 1 $250
FF 1 $100
FGH 1 $250
NN 1 $100
NOP 1 $250

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.