So what can brands do to handle the fallout from iOS14? (Long)
Head of Growth at Fospha, discuss what brands can do to handle the fallout from iOS14.5. #Facebook #ios14.5 #attribution #fospha
See Tom Sheepshanks, the VP of Sales at Fospha, and Jamie Bolton, Fospha's Head of Growth, discuss how to optimise marketing strategies for short and long term success.
Tee are three approaches to optimising marketing strategies for short-term and long-term success: collecting zero-party data, analyzing historical data, and building out a reliable cross-channel view of your performance.
To optimize your short-term performance, start collecting zero-party data, which is data that customers give you directly. You can collect this data through pre or post-checkout surveys or ""where did you hear about us"" forms. By collecting this data, you can get a directionally useful indicator of how your marketing is performing, which can help you identify your most effective channels.
To analyze your historical data and get a more detailed view of your marketing performance, look at the difference between your previous attribution model and Facebook's current seven-day click/one-day view model. Jamie Bolton, Head of Growth at Fospha argues that "by creating a coefficient from this comparison, you can effectively measure your current marketing and identify areas where you may be missing out on conversions".
For a more comprehensive, cross-channel view of your performance, use Google Analytics. Although many marketers have been using Facebook's reporting tools, the recent issues with ad platforms have led many to return to GA. Jamie Bolton adds here that "by building out a reliable view of your performance across channels, you can make more informed decisions about where to invest your marketing budget for long-term success."
Can I try Fospha for free?
Aren't attribution tools difficult to set up?
Do I need technical support to go live with Fospha?
How do I know your model is accurate?
Which channels does Fospha measure?
How long does it take to go live?
How long does it take to start getting value from Fospha?
Is Fospha privacy safe?
Absolutely - Fospha is built privacy-first, and doesn't rely on invasive user-level tracking to feed our models. That's why our impressions measurement wasn't affected by iOS 14, and it's why brands using Fospha will always have the edge on those that rely on pixels to track their customers.