Well, there is no generic answer to that of course.
But let’s have a look at a specific example of how heavily this still widely used attribution model underestimates the impact of Facebook.
Facebook is one of the major digital marketing channels for travel advertisers. It has an effective reporting system to provide marketers with granular data on the performance of their campaigns.
Advertising on Facebook requires many decisions to be taken, such as splitting your audience into targeting groups, and selecting a billing method or an optimization goal for your campaign.
Travel advertisers are constantly honing allocation of their digital advertising budget among several marketing channels to maximize ROI.
If you are a Travel company and want to grow your business, you constantly need to be speaking to and engaging with new customers to fill the top of your sales funnel.
Website Custom Audiences (WCAs) are an essential part of targeting for Facebook advertisers. Until now, options to create these audiences were limited to pixel events, URL tracking and retention window. However, they lacked the option to do more refined targeting to focus on the most engaged and valuable visitors.