Kenshoo provider of premium digital marketing technology, released a new study that finds marketers using multi-touch attribution models generate 10-30% more value from Facebook advertising compared to those using Last Ad or Last Click measurement techniques.
The research paper, "Quantifying the Impact of Multi-touch Attribution," assesses the value of Facebook in the context of multi-channel advertising campaigns by comparing various attribution models to the still widely used Last Ad single-point measurement. According to the study, the Last Ad model undervalues Facebook advertising by 12-30%, compared to five industry-standard alternative attribution models: First Only, Prefer First, Divide Equally, Prefer Last, and U-Shaped.
In order to determine the variance in value allocation, Kenshoo analyzed the campaign performance data for its clients managing ads across multiple digital marketing channels during March, April, and May of 2013. The brands included in the study spanned a wide range of industries including retail, home improvement ,and financial services. As not all marketers define conversions the same way, Kenshoo used a Cost-Per-Acquisition (CPA) metric across all advertisers in the sample.