What's the ROI of your organic content? Can you track the influence of Instagram outside of followers or likes? How impactful is your holistic marketing campaign on driving your results ? Facebook's people based attribution modelling and in depth analytics now allow marketers to gather meaningful insights across all of their social platforms opening up new powers for marketers to measure success and drive results. This session will uncover the tools and capabilities to go beyond Google analytics and understand mutli channel attribution using Facebook's latest tools and updates.

1. Lynsey Fraser
SOCIAL MEDIA CONSULTANT,
FLOSOCIAL
SYDNEY, AUSTRALIA ~ AUGUST 28 - 29, 2019
DIGIMARCONAUSTRALIA.COM | #DigiMarConAustralia
DIGIMARCONNEWZEALAND.CO.NZ | #DigiMarConNZ
Is it all worth it? Facebook’s
new age of omni channel
attribution reporting
KEYNOTE

2. Is it all worth it?
How Facebook’s attribution tool connects Campaigns

3. Hello!
• I’m Chief Nerd at FloSocial
• Social Media Marketing Specialist
• Facebook Marketing Consultant
• Contributor for Social Media Examiner
• I geek out on data!
• …But I also love content

4. Organic Content MATTERS!!!!
Facebook
determines some
of the User Value
of your Ad from
organic content
Organic content
can have a role in
attribution
Organic content
drives conversion

5. Attribution Rules Reporting

6. The trouble with Google…
… we could be here a while…
• Doesn’t track Instagram
without a UTM or setting
up Google Signals
• It doesn’t allow for
multiple attribution
models
• Last Touch or Last Click
don’t tell the whole
story

7. The trouble with “Last Click”
• It’s just not telling the whole
story
• Cross device conversions can
be lost
• It’s not flexible enough for all
Campaign types
• How are we tracking Organic
content in the consumer
journey ?

8. Measuring People not clicks
• Facebook Attribution
Models allows us to
track both paid and
organic content
• Multiple Attribution
Models for more
accurate reporting

10. Break Down by Campaigns

11. Mobile Vs
Desktop
Where should you be
placing your ads ?
#please STOP using
Mobile only placements
– leave it at Automatic
placements

12. How do you set this up?
• Business Manager – Admin
• Create a line of Business – linking all possible
Facebook and Instagram Properties
• Set Time Zone and Date
• Attribution reports on “Events” conversions, app
installs custom conversions
• Will only track from it’s set up date
• You can link in limited third-party tools as well as
import Google Ad word costs

13. Questions?
@flosocial
@flosocial
Connect with us
info@flosocial.com.au
www.flosocial.com.au