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How to Finally Understand Where Your Shopify Sales are REALLY Coming From
Hey Founder,
How often do you sit staring at your Shopify dashboard, wondering where the hell your sales actually came from?
Was it that new Meta ad, or was it the tweak you made in your Google Ad account? What about that email campaign you sent the day before? You are scratching your head because every platform seems to want to take the credit, but you are no closer to know what you should be doing MORE of to drive more sales.
Understanding which marketing efforts drive sales is essential for growth.
This is where attribution tools come in—they help brands identify which touchpoints or platforms deserve credit for conversions.
In my latest episode of the Ecommerce Impact Podcast, Phoenix Ha, a veteran ecomm media buyer and founder of the attribution tool Ad Beacon, jumped on to help us understand how attribution tools can help you optimise your marketing strategies.
Understanding Attribution:
Attribution answers the question: “Which platform or touchpoint influenced a sale?” There are several models to choose from:
First-click attribution: Credits the first interaction.
Last-click attribution: Credits the final interaction.
Linear attribution: Distributes credit equally across all touchpoints.
The iOS 14 Impact:
Apple’s iOS 14 update (2021) has complicated tracking by limiting access to third-party data. As a result, the data we see inside Meta Ads manager and Google is not very accurate.
Why Attribution Tools Matter:
Attribution tools provide unbiased insights into marketing performance, ensuring businesses aren’t over-reliant on data given by Meta or Google themselves.
By accurately assessing the impact of campaigns across channels, brands can make informed decisions that boost ROI.
Phoenix’s key takeaway? For e-commerce success, brands need to continuously plan, test, and adjust using reliable attribution methods to judge those tests.
While she has a great tool to share with us, this episode is not sponsored by Ad Beacon and I am in no way affiliated - this is just a great chat with a founder with a lot of knowledge to share about why and how attribution is important to figuring out the puzzle of marketing.
Phoenix kindly shared a discount code if you want to give her tool a try for 20% off: JESSIEPERK20
Other tools you might consider:
Tune in to the full podcast for more insights on how attribution can guide your strategy.
Jessie
ps. Want some feedback on your strategy for peak season? Let’s grab a virtual coffee!