The Marketing Attribution feature (known as Marketing Analysis inside OrderMetrics) allows you to see your LTV and true net profit for each of your marketing campaigns. When turned on, it will update your newly created ads with new parameters, within 6 hours of ad creation. This feature is only available on the pro plan.
Please note, Marketing Attribution only works for Shopify Storefronts combined with Facebook or Google Ads. We do not support this feature for any other sales channels or advertising platforms at this time.
This feature gives you an extremely detailed and accurate view of advertising campaigns, product and order profitability after advertising spend and all other costs are considered.
Most ecommerce entrepreneurs look at Return on Ad Spend (ROAS). These metrics are great to show how much revenue you are getting from a given marketing campaign. That being said, there are essential cost, refund and customer lifetime value data to measure the true ROI of your marketing campaigns.
ROAS does not equal ROI.
This feature is very useful to optimize Advertising campaigns by turning off or lowering bids on low profit campaigns and increasing bids on high profit campaigns to get more profitable sales.
The OrderMetrics Attribution Module combines data from your sales channels, conversion data, advertising data and OrderMetrics cost and profit data. This allows us to show you your LTV (customer lifetime value) and true net profit for each of your marketing campaigns.
How to set up the Marketing Attribution feature? Checkout our Setup guide here
Note on Facebook auto-tagging:
When the auto-tagging feature is turned on, we will modify your newly created ads to include an fbaid parameter to the ad click destination, where the value of the parameter is the Facebook ad ID for your ad.
For example if your original ad destination was "https://myshop.com/buymyshoes", the new ad destination will be "https://myshop.com/buymyshoes?fbaid=123". Therefore, if a user clicks an ad and continues to make a purchase, Google Analytics will record "https://myshop.com/buymyshoes?fbaid=123" as the landing page.
Additionally, please note that auto-tagging does not need to be turned on for OM to sync your ad spend from advertising channels. What does this mean? Ad spend will populate on your profit dashboard for all advertising channels. The Marketing Analysis page will be focused on Facebook, Google and Shopify.
How to use Marketing Attribution
Analyze the profitability of your Marketing Campaigns (Ad Set + Ad + LTV)
Go to the Marketing Analysis Page, there are two sections here, Campaign Details and Top Customer Journeys.
Let’s start with the Campaign Details Page. Above you can see graphs that break down LTV, Revenue, Net Profit and Net Margin by Channel(Facebook, Google, Organic Search, Other)
You can select to ‘Exclude Refunded Orders’
Then OM displays a table that shows all of your channels from Google Analytics, with a ton of data for each channel. Examples of channels
Multi-Touch Journey Attribution (Conversion Journeys)
Understand how all of your marketing campaigns work together to drive sales. If a customer clicks a Google ad, and then they sign up for an email list, then click an email and THEN make a purchase. We show you that path, how many others took it, and the profitability after all costs involved.
Questions you can answer
- What is the most popular customer conversion journey? OM provides a clear visual way to understand attribution reporting. See all of your top conversion paths across all types of marketing as well as attributed revenue and crucially, the attributed profit for every path.
- Filter journeys for a specific campaign. See how individual campaigns work in tandem with your entire marketing strategy. If someone clicks an email link and then buys later based off organic search, you can see that.
- What’s the ROI on my paid ads beyond direct last-click attribution? Choose from 4 attribution models and make attribution easy to understand by illustrating the conversion paths along with attributed profit after ad spend. See how your email marketing and paid ads work in tandem to deliver profit.
LTV By Channel & Campaign
Each of your marketing channels can bring in different kinds of customers. Compare the LTV of customers you acquire from Facebook to Adwords, to those from social media or organic search. Drill down into each Google & Facebook campaign, compare the LTV & profit for each ad group or even individual ads.
We give you insight into the profitability of each marketing channel, attributing revenue to every channel. View details to go deeper into each campaign and find the ROI from every ad group or ad.
Questions you can answer
- Which marketing channel has the highest LTV? You can see exactly which channel has the highest LTV, and also sort them by profit, number of orders, customer acquisition cost and more.
- Determine LTV for each individual ad or campaign. Drill down into marketing channels, campaigns and even Ad set to see all kinds of details like LTV:CAC ratio for each ad.
- Figure out how to attract more high value customers. Export the customer list from your top performing campaigns, which you can use to retarget or create lookalike audiences.
FAQs for Attribution
Which ecommerce platforms does this work for?
Our attribution module works with Shopify.
How accurate is this, really?
Extremely accurate! We calculate the true profitability including shipping costs, product costs, transaction fees, discounts, refunds...you name it!
What type of attribution model do you use?
It varies by report. At the core, we rely on Google Analytics last touch attribution model. In our Top Customer Journeys we allow you to choose between Position based, Last Click Non Direct, Linear and Time Decay.
I am bad at remembering to tag my marketing campaign URLs - will this still work? Yes! The attribution module includes a feature to automatically tag your Facebook and Google Ads campaigns. All of your campaigns will be tagged properly to work with our attribution module. This feature will append your url so any existing tags (UTM or otherwise) will not be disrupted.
What is required for Attribution to work properly?
You must have Google Analytics installed on your site, connected to OrderMetrics, and have ‘enhanced ecommerce tracking’ enabled. Additionally, you will want to make sure the auto-tagging checkbox is checked beneath your Facebook Ad Integration switch (You can find this checkbox under Data Warehouse → Integrations → Facebook Ads)
Will auto-tagging hurt my Ad performance?
Using our Auto-tagging system, we only apply tagging to newly created ads. The ads will be tagged by OM up to 12 hours after created. We do not suggest using this feature if the ad campaign is time sensitive.