How to optimize campaigns using Linear ROI attribution

This doc presents the playbook and video walkthrough to effectively use the Linear ROI multi touch attribution model to optimize your campaigns using ROI and LTV.

The Linear attribution model looks across the customer journey's most important touchpoints to determine where your marketing is working.  It distributes revenue credit fractionally so that there is no overcounting.

When to use the Linear attribution model

The Linear ROI Optimization Play

Video: Wicked Quick Win - Optimizing Campaigns using Linear ROI Attribution

How we calculate Linear attribution

 

When to use the Linear attribution model

Linear  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 to help determine where in your funnel conversions are happening from marketing campaigns. 

It is also an effective model if you wish to evaluate your marketing campaigns using a multi-touch model and want a fractional credit revenue signal that does not overstate revenue.

The Linear ROI Optimization Play

  1. Using the ROI Report, Choose Linear 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 Linear ROI Attribution

How we calculate Linear attribution