Solving the IOS 14 Attribution Problem Using Triple Whale | Rabah Rahil & AJ Orbach | Bonus Episode
Honest Ecommerce · with Rabah Rahil & AJ Orbach · March 1, 2022 · 30 min
Summary
This episode tackles the critical post-iOS 14 attribution challenge, explaining how Triple Whale provides e-commerce brands with enhanced visibility into their ad performance. It highlights the limitations of Facebook's data due to privacy changes and introduces Triple Whale's pixel as a "sophisticated camera" to accurately track customer journeys and attribute sales, enabling better spending decisions and growth for online stores.
Key takeaways
Understand that Apple's iOS 14 updates didn't stop Facebook from collecting data, but rather restricted their ability to use and share it for attribution, leading to performance degradation and reduced visibility for advertisers.
Recognize the shift from optimizing purely on channel-specific ROAS to focusing on "blended ROAS" (overall business profitability) due to fragmented attribution data. However, robust tools can restore channel-level visibility.
Implement an attribution solution like Triple Whale's pixel to accurately track customer touchpoints across the entire journey, even if purchases occur weeks later, providing a more complete picture than platform-specific attribution.
Leverage detailed attribution data from tools like Triple Whale to gain insights on new customer ROAS, new customer CPA per campaign, and even email signup ratios per ad set, which are otherwise unavailable from native ad platforms.
Utilize forecasting calculators within attribution platforms to model the impact of different marketing spend scenarios and predict outcomes, aiding in strategic planning for sales growth and budget allocation.
On this bonus episode, we talk about the attribution problem brought by IOS updates and how to fix them using Triple Whale, and a preview into how Electric Eye uses Triple Whale in action with real numbers.
What does this episode say about paid acquisition?
Understand that Apple's iOS 14 updates didn't stop Facebook from collecting data, but rather restricted their ability to use and share it for attribution, leading to performance degradation and reduced visibility for advertisers.
What does this episode say about analytics & attribution?
Recognize the shift from optimizing purely on channel-specific ROAS to focusing on "blended ROAS" (overall business profitability) due to fragmented attribution data. However, robust tools can restore channel-level visibility.
What does this episode say about shopify & ecommerce platforms?
Implement an attribution solution like Triple Whale's pixel to accurately track customer touchpoints across the entire journey, even if purchases occur weeks later, providing a more complete picture than platform-specific attribution.
What does this episode say about paid acquisition?
Leverage detailed attribution data from tools like Triple Whale to gain insights on new customer ROAS, new customer CPA per campaign, and even email signup ratios per ad set, which are otherwise unavailable from native ad platforms.
What does this episode say about paid acquisition?
Utilize forecasting calculators within attribution platforms to model the impact of different marketing spend scenarios and predict outcomes, aiding in strategic planning for sales growth and budget allocation.
