In the fast-paced world of digital marketing, brands must understand the effectiveness of their campaigns in order to pinpoint opportunities for optimization and scale. Traditional attribution models often focus solely on click-through conversions, neglecting valuable consumer insights gained from impressions and engagement. That’s where view-through attribution (VTA) becomes a game changer.
What is view-through attribution (VTA)?
VTA tracks and attributes specific conversions to ads users have viewed, even if they haven’t directly clicked on them. By integrating VTA into the overall user acquisition strategy, marketers gain an accurate and comprehensive picture of their full customer’s journey, unlocking valuable insights to improve advertising efforts. The adoption rate of VTA among marketers is on the rise, currently standing at an impressive 58%. With such promising potential, let’s dive into the four key benefits of implementing VTA into your marketing efforts.
Capturing the full customer journey
VTA revolutionizes marketers’ understanding of the customer journey by providing a comprehensive view of how and when advertising influences user decision-making. Implementing VTA can have a substantial impact on apps across all verticals – did you know a complete picture of the customer journey can result in a 17% increase in revenue in just one month?
Today’s digital landscape exposes users to ads across multiple platforms, channels, and devices. VTA fills in the reporting gaps and provides marketers with a clearer understanding of the customer’s path to conversion, ultimately helping to create more effective and targeted campaigns. By embracing VTA, app marketers can unlock a competitive edge in delivering exceptional customer experiences.
Enhanced personalization and targeting
VTA enhances personalization and targeting – the best of both worlds for today’s app marketers. What’s better than direct insights into user behavior and preferences? With the power of this attribution model, marketers understand which ads users were exposed to, how they interacted with those ads and the subsequent actions they took following that engagement.
This information helps get a better gauge of user interests, enabling marketers to deliver more customized and relevant advertising experiences by tailoring messaging and creatives to resonate with specific audience segments. As a matter of fact, when it comes to call-to-actions (CTAs), personalized options convert 202% better than generic CTAs. This level of personalization allows marketers to connect with users on a deeper level, increasing the chances of driving conversions and long-term retention.
VTA gives mobile marketers the power to refine targeting strategies by identifying channels, devices, and placements that drive the highest conversion rates. Marketers can then use these insights to optimize their targeting parameters and focus efforts on the most relevant touchpoints. By refining their targeting strategies based on VTA data, marketers can maximize their reach and engagement with the right audience. The results speak for themselves, with 90% of marketers believing personalization significantly contributes to their profitability.
Optimizing ad campaigns for better performance
VTA offers marketers the ability to use an extended lookback window to accurately determine how each channel contributes to conversions. Let’s say a mobile user is browsing a website and sees an ad for a product but doesn’t tap it. Later, they search for the product and make a purchase. In a typical last-click attribution model, the credit for the sale would go to the search ad that led to the final click.
However, VTA recognizes that ad exposure played a role in influencing the user’s decision to make a purchase and attributes a portion of the conversion to the ad, even without a direct click. By analyzing this engagement data, marketers can identify the best-performing channels for reaching their target audience to scale conversions even further.
In addition to channel analysis, VTA provides marketers with the means to evaluate the performance of individual ad campaigns more effectively. By measuring the conversions a campaign generates within a specific time period, marketers can evaluate optimization opportunities, such as defining which ad copy converts best on different days, then refine dayparting strategies and enhance messaging to increase conversions. With a clearer view of how each channel and campaign contributes to conversions, marketers can fine-tune their strategies for better performance.
Driving overall marketing ROI
When investing in VTA, mobile app marketers avoid the pitfall of over-investing in channels that fail to generate qualified conversions. Instead, they can focus resources on the channels that yield the best results.
This targeted approach ensures that marketing efforts are precisely directed toward reaching the desired audience, ultimately driving a higher conversion rate and exceeding ROI goals. Improved efficiency in budget allocation eliminates wasteful spending and allows for more strategic use of advertising resources.
For marketers solely using click-through attribution (CTA), consider combining it with VTA for a further optimized approach. This helps to accurately attribute conversions to the appropriate touchpoints, with marketers who enable both seeing a 79% higher conversion rate.
Unleash the power of view-through attribution (VTA)
In an era where users are constantly exposed to various advertising messages, channels, creatives, and more, VTA provides marketers with an accurate understanding of the full customer journey and the direct impact of impressions on future engagement.
By incorporating VTA into their marketing strategies, app marketers can optimize campaign effectiveness, allocate budgets efficiently, and gain a deeper understanding of their customer’s preferences.
It allows marketers to evaluate the true impact of their advertising efforts and make informed decisions to maximize ROI. Embrace VTA and unlock new insights to drive success in your user acquisition efforts.
Ready to get started? Make sure VTA is set up within your MMP and reach out to Perform[cb] now to harness the power of impressions!