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Facebook Attribution: Der heilige Gral der kanalübergreifenden Budget-Allokation? #AFBMC

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Vortrag von Dennis Fäckeler auf der AllFacebook Marketing Conference 2019 in München.

Details:
https://conference.allfacebook.de/speaker/dennis-faeckeler/

Konferenz:
https://conference.allfacebook.de/

Published in: Social Media
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Facebook Attribution: Der heilige Gral der kanalübergreifenden Budget-Allokation? #AFBMC

  1. 1. Facebook Attribution: Der heilige Gral der kanal�bergreifenden Budget-Allokation? - Einf�hrung, Einrichtung, Attributionsmodelle -
  2. 2. Was euch erwartet 1. Wieso Attribution? 2. Attributionsmodelle 3. Attribution: Tools und Unterschiede 4. Facebook Attribution: Einrichtung 5. Facebook Attribution: Reports 6. Facebook Attribution: Drittanbieter integrieren 7. Vorbereitende Kan�le effektiv einsetzen
  3. 3. Attribution? https://tenor.com/view/britney-spears-what-hein-confused-gif-13300345
  4. 4. Attributionsmodelle Was gibt es �berhaupt? https://giphy.com/gifs/jtvedit-jtv-mateo-solano-villanueva-Lvh2n4oHj3KU0
  5. 5. Last non-direct click Position based First interaction Linear Time decay Last interaction
  6. 6. Last non-direct click Position based First interaction Linear Time decay Last interaction
  7. 7. Last non-direct click Position based First interaction Linear Time decay Last interaction
  8. 8. Last non-direct click Position based First interaction Linear Time decay Last interaction
  9. 9. Last non-direct click Position based First interaction Linear Time decay Last interaction
  10. 10. Last non-direct click Position based First interaction Linear Time decay Last interaction
  11. 11. Last non-direct click Position based First interaction Linear Time decay Last interaction
  12. 12. Facebook Attribution https://tenor.com/view/gif-cats-typing-surfing-the-internet-gif-8172001
  13. 13. https://tenor.com/view/not-the-same-it-is-not-the-same-upset-tears-different-gif-12189144
  14. 14. Wof�r kann ich das nutzen? ROI maximieren Placements, creatives & audiences optimieren
  15. 15. Facebook Attribution Ersteinrichtung Setup line of business Group ad accounts Wait for data
  16. 16. https://tenor.com/view/jonah-hill-yay-greek-aldos-gif-7212866
  17. 17. https://tenor.com/view/disappointed-dog-really-gif-10765830
  18. 18. Facebook Attribution Setup-Check
  19. 19. Conversion-Thieves ausschlie�en https://tenor.com/view/ladrones-ladron-micos-monos-gif-5858800
  20. 20. Email referrals Paymentprovider redirects CRM/ Backend redirects
  21. 21. Was kann Facebook Attribution? https://tenor.com/view/facebook-mark-zuckerberg-gif-7806470
  22. 22. Custom reports Cross-device reports Performance reports Was kann Facebook Attribution? https://tenor.com/view/facebook-mark-zuckerberg-gif-7806470
  23. 23. Vorteile von Facebook Attribution? https://tenor.com/view/mark-zuckerberg-facebook-ok-this-is-gif-11614677 Cross-device tracking Cross-channel data
  24. 24. Day of attribution Lookback window 7-90d custom, default: 6m custom Google Ads Search Ads 360 Analytics custom, default: 28d Ads Manager custom, default: 28d Attribution Unterschiede zu anderen Tools
  25. 25. Drittanbieter integrieren https://tenor.com/view/5th-wheel-fifth-wheel-single-couple-relationship-gif-13243532
  26. 26. Beispiel: Google Adwords integrieren
  27. 27. Custom integrations
  28. 28. Impression Click Mapping Costs
  29. 29. Heiliger Gral? https://tenor.com/view/holy-gif-8714188
  30. 30. Cross-channel insights Look beyond Last touch Wertvolle insights For bigger advertisers Tracking user- statt cookie-basiert Kleine advertiser haben keine statistische Relevanz Google Analytics bietet �hnliche Reports
  31. 31. Vorbereitende Kan�le effektiv einsetzen - 2 Tipps - https://tenor.com/view/creepy-gif-4774929
  32. 32. #1 Suchanfragen beeinflussen
  33. 33. #2 Touchpoints generieren
  34. 34. Dennis F�ckeler dennis@digitalazubi.de All used icons (original and altered form) are licensed under Flaticon premium license without the need of author attribution to digitalazubi.

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