I use UTM parameters to track all the links I use on different advertising channels (Adwords, FB ads, Bing ads, etc.). However, since UTM parameters will cache when a user first comes to my website if that user initially came from a Facebook Ad, then left my site and came back through a Google Adwords Ad the UTM parameter will list Facebook Ad but the conversion actually happened with the Adwords ad. So my question is how can I track if Facebook ads is actually helping/complementing my Adwords ads?
As Ross mentioned, you can get started with some pretty simple attribution modelling out of GA, rather than using the platforms themselves to report conversions individually and hence getting duplicates.
Important thing to keep in mind with all attribution modelling is that you're trying to best account for contribution along the path to conversion, it's never going to be 100%, but you're just trying to become "less wrong".
Cheers,
Mike
Answered 9 years ago
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