• Blog
  • Jun 19, 2017
  • By Jeff Keenan
Creating Cross-Channel Attribution – One Pixel to Rule Them All

If you want to make effective strategic marketing decisions, you will most likely need multi-touch attribution. But installing and manually comparing data from multiple conversion pixels is virtually impossible and riddled with error. It will hardly create a reliable overview. Certainly not one you can base your decisions upon.

Our universal conversion pixel is a tiny but powerful solution. It gives you the cross-channel attribution overview you need to know why customers convert. You’ll be able to make exceptional decisions, consistently.

More of the same quickly becomes a different story

You’ve probably had your first good experiences with attribution by using Google, Facebook, etc. Getting started with attribution was quick and easy, one ad network channel at a time.

Nearly half of companies are still using last-click models. It’s an easy start because it can be used in isolation, without regard for other ad mediums. No team politics involved. When you keep channels isolated, teams get up to speed quickly with their attribution. But you will never get a clear picture of the customer journey.

So understandably you want more. You are now ready to bring in some more insightful data. Your initial experiences with attribution were great. Now it’s time to scale up. But how? Many marketers before you learned the hard way: it isn’t a case of simply expanding the systems already in place by installing more and more pixels.

Making it scale to get a real view on the customer journey across channels and touch points is the real challenge. You need to find a reliable but easy way to interconnect channels.

Most marketers struggle to identify which touchpoint or channel helped the customer make a decision to buy. The situation becomes even more complex when you have to keep an overview of multiple tracking pixels. To make matters worse, you have to compare apples with oranges across the different time zones, cookies, and ad networks. Your view of the customer will soon become pixelated (ughm).

Trying to track multiple conversion pixels, you’ll run into a number of hurdles.

  • Conversion pixel overload
  • Data is isolated and does not correspond
  • Consolidating data in spreadsheets is a nightmare
  • The user is lost between channels
  • Customer Journey is broken
  • Current attribution is likely to be wrong.

You are wasting your marketing dollars. Aw, that hurts. The truth hurts. And when you don’t know where the pain comes from, there’s no sign of relief. Luckily, there is hope.

Single touch can’t touch multi-touch

Many marketers want to know the complex combination of advertising and content that helps prospects make the decision to buy. This requires a multi-touch attribution model, which takes all touchpoints into consideration.

Choosing a single touch attribution model instead, like first touch or last touch, would be a mistake. You could miss potentially important touchpoints that occurred halfway, anywhere in between the first and last touchpoints. “Single touch” won’t help you to get the most out of your attribution data, or worse.

You can even be misled by sub-par attribution models.

When a visitor views an ad on Facebook one day, and an ad on Google AdWords the next, it is easy to assign 100% credit to both of these platforms when you don’t have an overview across channels. You might even count the same conversion twice, which would mistakenly lead you to believe you’ve doubled your revenue.

One pixel to rule them all

What if you could evaluate complex conversion patterns side by side? You could identify which paths lead to successful conversions, and which ones do not. What if you could select and change attribution models on the fly, including predictive modeling to help you understand radio and TV attribution?

The solution is so simple and small. It’s the size of just one pixel; one pixel to rule them all. You’ll have all of your cross-channel data conveniently gathered and visualized in one place. A complete picture of the customer journey painted in one dashboard. Apples with apples.

Here’s what you should do:

  • Place your LeadsRx Universal Conversion Tracking Pixel on every page of your website to ensure complete tracking.
  • Sit back and wait for the data to come in.
  • Know where to spend your marketing dollars.

It’s showtime. Try LeadsRX now.