What is Deduplication? Why do Platforms take Full Credit?
De-Duplication vs Full Credit Conversion Reporting
Why is every platform taking credit?
When calculating conversions, advertising platforms have no incentive to consider any other platform’s influence. Why would they put a ton of work into building out technology that could ultimately make them look bad?
Think about sales associates at brick-and-mortar stores as an analogy for this.
If you spend a good amount of time making a product selection at a large store, you’re probably offered assistance by at least two sales associates. After they help you, they tell you their name so you will give them credit when you check out.
Sales associates have no incentive for you to mention anyone else’s name upon your checkout — this would mean less acknowledgement from their boss. They always want to take full credit for assisting you.
Similarly, all advertising platforms want to count as many conversions as possible and don’t want to offer credit to any other advertising platform. This is because they want to make their CPA (cost per acquisition) for every advertiser look good. More conversions mean lower CPAs, which incentivizes advertisers to keep spending money on their platforms.
Bottom Line
At Rockerbox, we don’t care if you spend with Google or Facebook, and we’re not incentivized if you spend more or less money on ads. We are an objective third-party showing which of your marketing channels are the most effective, least effective, and everything in between.