What is Marketing Attribution and How to Use it Across Devices?

You may have heard the term “marketing attribution,” but you might not know what it means or how it can help your team. Find out what marketing attribution is, why it’s important, and how to start using it on different devices by reading on.

How Does Marketing Attribution Work?

At its heart, market attribution involves figuring out which marketing efforts and campaigns make a tangible difference, creating conversions, connecting with customers, and driving growth. Marketing attribution software assesses all the touchpoints your customers could experience, such as emails, social posts, and ads, to see which ones resulted in a sale. This gives your team the power to focus on what’s working and cut out wasteful spending on the efforts that aren’t paying off.

The Benefits of Marketing Attribution

Market attribution delivers a range of tangible benefits. The key to these includes:

• Offers a clear view of what’s actually working in your marketing efforts.
• Demonstrates which channels drive real results for better spending.
• Eliminates the marketing tactics that are “noisy” but aren’t actually delivering.
• Helps keep marketing teams working towards the same goals.
• Allows you to spot cross-channel and cross-device patterns and trends.
• Makes reporting easier with real data.
• Gives your team confidence to amp up the campaigns and efforts that are having the strongest impact.

Why Use Marketing Attribution Across All Devices?

It’s not just websites and apps that drive the customer journey. How people use other screens, like TVs and gaming consoles, plays a big role in effective marketing attribution, too. Modern solutions can link the actions users take on gaming consoles, TVs, and streaming boxes to what they later do on phones or laptops.

For example, marketing attribution software will spot when someone watches an ad on TV or while playing a game, and later searches for this product on a desktop or purchases one on a mobile device. By linking all these elements together, marketers get a clear picture of what drives conversion and engagement, instead of guessing which action and platform made the difference. In other words, you’ll be able to see exactly what hits the spot with your audience.

How to Get Started

Getting started with marketing attribution is easier than you think. Begin by deciding what you want to measure, and then look for software solutions that can track all the relevant touchpoints. Make sure your tracking includes laptops, phones, TVs, and gaming consoles for as wide a coverage as possible and ensure no vital data slips through the net.

Once you’ve got all the data at your fingertips, look for patterns to see where you can make improvements to your campaign or expand the reach of your efforts. View marketing attribution as an ongoing activity to continue polishing your marketing strategy and realize exciting opportunities for growth.

Choosing the Best Marketing Attribution Software

The best way to ensure your marketing attribution hits all the right spots is to use reliable, high-quality software able to link every single touchpoint and identify what’s driving conversions and more. Appsflyer is a solid choice that measures every single step of the customer journey, across web, mobile, CTV, PC, and console to eliminate blind spots and deliver powerful insights across all channels and devices.

Built for marketers who no longer want to juggle scattered, messy data, AppsFlyer pulls a wealth of data together into a single, trustworthy view, so your team can compare channels, identify opportunities, optimize campaigns, and make better decisions. The software ensures measurements are compliant and accurate, and connects easily to a vast range of partners, tools, and ad networks to make setup a breeze.

The end result? Instead of guessing which channels, devices, messages, and campaigns are working best, you can see the actual impact of each and double down – or tweak – as needed. The marketing teams already using AppsFlyer are seeing the results, experiencing an average 20% increase in ROAS and 62% boost in revenue.

Use Marketing Attribution Across All Devices to See the Full Picture

By using marketing attribution across a broad range of devices, you can see the complete picture of your customer’s journey, whether they’ve been impacted by a TV campaign, an ad seen while gaming, or a social media post. By connecting the dots, your team can identify with precision exactly what’s driving results, to enable smarter spending, and empower your marketing efforts to grow with confidence.