Updated: Feb 28

Here's Programmatic B2B's most Frequently Asked Attribution Question (FAAQ):

"Why is my digital marketing campaign reporting (clicks) different from what Google Analytics (GA) is showing me?"

First of all, clicks (campaign performance measurement) are not the same visits (or sessions) reported by GA. A click is an action take on an ad, but a visit or session is a block of time a user spends on a site.

Here are 4 main reasons why these counts may be different:

1. The user clicks on your ad multiple times, but GA will only count these as one visit or session. Audit result = GA reporting is lower.

2. A user can click on your ad, bookmark your site, and return at a later time. In this case, the campaign would report a single click, but GA records it as 2 visits or sessions. Audit result = GA reporting is higher.

3. The user clicks on your ad, but leaves quickly by hitting the "back" browser icon before Google Analytics had a chance to load their tracking code and count the visit. Audit result = GA reporting is lower.

4. Did you know that Google Analytics sessions time out after 30 minutes of inactivity? It's true. Therefore, if a user gets distracted and does something else during that time (even if they remain on the site), comes back and browses the site again, it would count as 2 visits or sessions. Audit results = GA reporting is higher.

Our response to transparency on this goes a bit further. New UTM parameters and multi-sourced ABM tracking through our strategic partners enables us to report on both sides of the engagement.

Furthermore, our clients now have the ability to optimize programmatic campaigns for session quality and not just targeted traffic.

Pipeline management and engagement is not connected for sales and marketing teams, because the tracking is now reported at the account level. For example, let's say you negotiating a massive deal with a Fortune 1000 company, and multiple levels of the organization are involved in the decision process. This advanced tracking and attribution enables you to look at the customer journey across all channels for Account-Based Marketing (ABM) impressions, clicks, sessions and leads.

And if that's not enough, consider the matchback process for linking the offline audience data back to conversions at the enterprise level. It's time to change that Direct-to-Consumer (DTC) mindset and think about Return on Ad Spend in the context of big deals. The attribution process for that must include a qualitative review as lower-funnel tactics are often costly when unqualified leads gnaw away at the most valuable asset that sales reps have -- their time!

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  • Chris DeMartine

It is great to see the rapid development of the B2B digital advertising ecosystem, but even greater to see the supporting research for its effectiveness.

Thank you to Jillian Ryan, Princial Analyst and all of the contributors who helped her with this fantastic research.

I'd share my personal takeaways, but don't want to steal anyone's thunder. Check it out!

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  • Chris DeMartine

Updated: Aug 18, 2021

August 18, 2021

New ABM Interface Launched for B2B Marketers!

The new ABM audience builder interface presented below is now publicly available to help B2B marketers get started with a comprehensive ABM approach at an acceptable cost. It includes options for uploading companies, contact titles, intent keywords and creative assets. Digital media selections include display, video, social, mobile, email, retargeting and more!

Most seasoned business development executives can remember the days when deploying emails and dialing company phones were the factors of a numbers game to generate new leads for B2B organizations. Things have changed. Today, the big players have access to enterprise systems and powerful platforms for targeted ABM promotions and prospecting. But what about the other 200,000+ B2B firms in the US alone that don't have the luxury of in-house integration? The challenge is even greater for firms outside the US, where privacy legislation limits the use of targeting to the company.

Therefore, outsourcing becomes inevitable and projects become much greater in scale and complexity when agency overhead gets factored into the equation. In an era when the DSP has become a 'commodity', now is the time to take technology one step closer to the marketer and bring together all of the aspects of an ABM program in one place.

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