{"id":463,"date":"2024-06-11T14:34:47","date_gmt":"2024-06-11T14:34:47","guid":{"rendered":"https:\/\/coolmedia.co\/?p=463"},"modified":"2024-06-11T14:34:47","modified_gmt":"2024-06-11T14:34:47","slug":"attribution-101-what-gets-credit-for-your-conversions","status":"publish","type":"post","link":"https:\/\/cool.co\/media-and-attribution\/attribution-101-what-gets-credit-for-your-conversions\/","title":{"rendered":"Attribution 101: What Gets Credit For Your Conversions?"},"content":{"rendered":"

Back in the days before GPS on every phone, drivers on long trips often had to print out directions on paper before they left. If you\u2019re one of the folks who remembers this period, you remember what a pain it was if you went off-course, took the wrong exit, or made the wrong turn.\u00a0<\/span><\/p>\n

The piece of paper you printed out six hours ago didn\u2019t automatically recalculate your course, after all, leaving you scrambling to get back on a proper heading. That meant digging around in a road atlas if you had one (and praying it was updated enough), and trying to figure out where you were. Ultimately, these misadventures often ended with a stop at a gas station to get directions back to the highway.<\/span><\/p>\n

In short, having accurate, real-time data is a game-changer when it comes to getting where you want to go.<\/span><\/p>\n

This is especially true in Connected TV (CTV) advertising campaigns, where reliable real-time <\/span>data<\/span><\/a> is often the dividing line between success and failure. With real dollars on the line, how do you reach your goal?<\/span><\/p>\n

In this blog post, we\u2019re talking all about accurate metrics, attribution, and why they\u2019re so important for success in CTV\/OTT advertising. Read on:<\/span><\/p>\n

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    Case Study:<\/i><\/b> How Cool Media provided an in-depth brand analysis revealing a 21% ad recall rate for Suzuki. <\/span>Read More<\/a><\/p>\n

    <\/h2>\n

    What is CTV Attribution?<\/span><\/h2>\n

    CTV Attribution is a lot of different things to a lot of different people, but the simplest definition is <\/span>drawing a line between your advertising efforts and the outcomes they drive.<\/span><\/i> Essentially, proper CTV attribution is the difference between \u201ccorrelation\u201d and \u201ccausation.\u201d<\/span><\/p>\n

    In old-school models, being able to accurately connect conversions back to specific <\/span>ads<\/span><\/a> was a somewhat opaque process. The \u201cspike analysis\u201d model basically measured whether there was a spike in traffic to your website immediately following the airing of an ad.\u00a0<\/span><\/p>\n

    This worked great with linear TV, where the ad you purchased aired at the same time everywhere it showed, but with CTV\u2019s distributed viewing model, spikes may not be obvious. And even if they are spikes, they may come from sources different from where you ran your ads \u2014 how do you separate mere coincidence from a new customer responding to an ad they saw?<\/span><\/p>\n

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    Why Is CTV Attribution Important?<\/span><\/h2>\n

    Better, more-accurate CTV attribution is critical because it helps advertisers make informed decisions based on consumer behaviour. With accurate CTV attribution, advertisers can:<\/span><\/p>\n