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Facebook Ads Late Attribution How it works, why it happens

Facebook Ads Late Attribution How it works, why it happens 

[Late Attribution Fixed] ​


You turn off a failing campaign. ​

A few days later, it has 4x ROAS​

If you’ve seen my video about how we scaled a back pain device brand to $10mln dollars by leveraging TV ads and omnichannel synergies, you know we struggled a lot with late attribution.​

Here’s the most interesting part about this massive scale:​

I wish I could tell you that to get there we did a ton of complicated things to get there, launched 10 times more creatives, or added some new channels, but here’s the truth:​

– We didn’t do any more creatives than we used to. ​

– We didn’t do any significant promotions (in fact the only Black ​Friday discount was 40% off if you buy 2 products).​

– We didn’t launch any new channels and TV spending stayed the same. ​

– We didn’t even test any major new ad-buying techniques. ​

For a mid-7 figure brand, these low-hanging fruits have already been picked. ​

But there’s one significant thing we did. ​

We transformed the way the owners and our marketing team worked with data. ​

Let me explain.​

The fundamental problem with scaling was late attribution.​

The owners made ad spend decisions based on a 1-3 day window AND they made those decisions by looking at Facebook ads manager data. ​

At the same time, the ROAS for the same period visible on the ads manager could change dramatically over the course of a few days. ​

It’s a 150 EUR AOV product, so customers naturally take some time before they make a purchase decision. ​

So why does late attribution even exist? ​

Facebook ads manager uses so called impression-date reporting, which means that conversions are attributed to ads on the date when the ad was seen by a user, NOT when the user made a purchase.​

This means that if your ads are doing well on a given day, you’ll only know a few days later that you did well. ​

But if you’re a media buyer, you need to know if you can spend more or not RIGHT NOW.​

Otherwise, you’ll leave a lot of money on the table (especially in Q4).

To combat this issue, we decided to DITCH Facebook ads manager. ​

We found that using Supermetrics we could export Facebook ads data using Conversion-Date reporting instead. ​

This meant we could see how many conversions ads generate today, even if a prospect saw our ad a few days ago. ​

This effectively meant that our ROAS for a given day was way higher and we could confidently scale way higher. ​

We validated that this way of looking at data and scaling based on conversion-date reporting let us scale significantly faster while retaining the same net margin.​

This change alone resulted in 200% revenue growth in 2020 for this brand. ​

If your business is at a mid 7 figures level, data attribution solutions could be your next “growth hack” to get you to $10mln. ​

If you’re struggling to set up the late-attribution-proof reporting, hit me up and we can brainstorm on screen share. ​

P.S. In 2021 Apple introduced a new iOS update. This update effectively caused Facebook ads conversions from apple mobile devices to report with a 3 days delay as well.​

This is another factor contributing to late attribution. ​

As of now, I haven’t found a useful solution to it. If you know any, let me know!

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