Attributed Performance Report - Primary Use Cases
In this guide, we review how to leverage the Attributed Performance Report and walk through the below primary use cases.
The Attrbuted Performance Report will show marketing performance at whatever level of granularity you need, as well as across your desired customer (ex new vs repeat) and attribution type (ex last touch vs multi-touch).
It can be exported across large date ranges, and is great for measuring performance over time.
Please reference Creating Ad Hoc Exports for more info on how to generate this report from this page in the UI.
Attributed Performance Report - Primary Use Cases
1. Identifying cross-channel optimization opportunities
2. Identifying diminishing returns over time
1. Identifying cross-channel optimization opportunities
Seeing aggregate performance over time (ex monthly, quarterly) is critical for identifying opportunities to optimize -- either cutting back or scaling within a given channel based on trending performance.
- Export a report over your desired time frame on the channel, vendor, or tactic level. Group dates by week, month or quarter. Instructions here
- Import the report into the pre-built Attribution Report Trends template and follow setup instructions.
- Where has performance improved over time? What are your top performing channels or placements? What channels exceed your benchmarks -- either overall or on the tactic level?
- Gradually scale these channels, either overall, or increase spend on the highest performing placements within the channel
- Where has performance decreased over time? What are your lowest performing channels or tactics? What channels fall below your benchmarks -- either overall or on the tactic level?
- Gradually cut spend in these channels or optimize within the channel to cut out the lowest performing placements.
2. Identify diminishing returns over time
Week over week performance reporting on the channel, placement, or tactic level will help easily identify diminishing returns. This may be due to over-scaling on a channel where you have passed optimal spend levels, creative fatigue, or a change in strategy that's causing under-performance
- Export an Attributed Performance Report grouping dates by week - instructions here
- Import the report into the pre-built Attribution Report Trends template and follow setup instructions.
- Select the relevant conversion metric you baseline performance against
- Identify any trending dips in performance. Ex: has CPA steadily increased week over week for OTT? If yes, considering cutting back on spend or optimizing within the channel