Pros and Cons of Data-Driven Attribution [Infographic]

You run a variety of ads on different channels: Google Ads, Google Shopping, Paid Social Media, and email. Everything is going well, but you’re not sure which channels are responsible for your success. You’re left wondering, “Where should I direct ad spend to grow my business even more?” If you’re in this situation, data-driven attribution can help! In this infographic, we’ll explore the pros and cons of data-driven attribution. 

You’ll learn all about this attribution model, from the benefits to the drawbacks of using it. Check out the infographic below: 

pros and cons of data-driven attribution infographic

Should You Use Data-Driven Attribution? 

That’s it for the pros and cons of data-driven attribution!

If you want to measure the success of your advertising campaigns across the web, a data-driven attribution model can help you see which channels have the highest impact. 

Using data-driven attribution can help remove any bias you have towards certain channels. Maybe you’ve seen time and time again that paid social has a less significant impact compared to other channels. However, data-driven attribution will look solely at the numbers–giving you an honest look into how much paid social is impacting your campaigns. 

When you know which channels are driving results, you can then redirect more ad spend to those channels. A big plus of using data-driven attribution is that it isn’t all or nothing. Often, more than one channel plays a role in your success—so you can evenly distribute ad spend to those channels according to their degree of involvement. 

The downside, is that you will not be able to see how each channel gets credit for a sale. On top of that, if you only have one paid channel, it will get all the credit for sales. Keep this in mind when looking at reports. 


Another Option for Attributing Sales

For more transparent reporting, we recommend using a multi-touch attribution model. This kind of attribution uses two different models and then compares them to paint a more accurate picture of which touchpoints are driving conversions. 

Become a master of multi-touch attribution. Grab out e-book here: Omnitail’s Guide to Multi-Touch Attribution. 

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