Paid Acquisition Week - Win #7

Learn how different campaigns from the same channel impact one another

Value:

Most marketers take attribution seriously and try to understand how activities on different channels impact each other. Today’s win will give you a sneak peek into how different campaigns from the same channel work together.

Here’s a typical advertising scenario: you’re running a few campaigns on FB, each with different targeting but some overlap in audience. You’re also running a few retargeting campaigns. Many users you’re targeting will likely see more than one of your campaigns. Can you tell how these campaigns work together? What’s the average time users coming from different campaigns will stay on your site? Will users from different campaigns behave differently at each step?
Note that, unlike other wins in this challenge where the results are straightforward, this win is less about accurate numbers and more about understanding how your users behave. Due to iOS14 restrictions, cross-device issues, and other challenges, attribution isn’t complete. Usually, though, you’ll still be able to spot user behaviors and learn from them. 
Here’s the 2-step process to help you do just that:
Step 1:
Discover journeys in the attribution section, and select the event you’d like to explore. 
Usually, the event will be your main conversion, but you can learn a lot from each event in this section—even the ones at the top of the funnel, such as visits to the homepage. Scroll down until you get to Visitor Journeys By Channel. Select the channel you’re interested in (FB, Google, Instagram, YouTube, etc.), and click on the See All button. You’ll now see a list of all the users who visited your site multiple times, with at least one of those visits having come from the channel you selected.
You’ll discover that users usually show multiple touchpoints from the same channel. Start looking at the user journeys: How long does it take from one visit to the next? What do visitors do on your website, depending on the campaign they come through? The image below shows the full journeys of several different visitors, including their touchpoints:
Paid Acquisition Week - Win 7 - Step 1 Image
Hovering over each of the touchpoints will show you more data: How many pages did the visitor explore? How long was the session? If you’re using UTMs, you’ll be able to quickly understand from which campaign the visitor arrived. If you’d like to explore the entire visit for each user, including all their actions during each session, click See Full Journey. You’ll see something like the following:
Paid Acquisition Week - Win 7 - Step 1 Image 2
Step 2:
Explore the same thing, this time by UTMs. 
At the top of the screen, you’ll find the Channels <> UTM switch. Toggle it to UTMs. Now you can explore how a certain campaign behaves with other campaigns. You can’t find this information anywhere else. Choose the UTM of an ad you’d like to analyze (if you’ve just started using UTMs, wait a few days until you have more data). 
Here, we recommend choosing a pretty broad event, such as a visit to the main landing page or homepage. Scroll down to the Visitor Journeys By Channel section, and explore the UTMs you’re interested in. Use the See All button to see more journeys. This information will help you better understand your site visitors’ behavior, time frames, and activity based on each touchpoint.
Paid Acquisition Week - Win 7 - Step 2 Image

What's next?

In your Facebook and YouTube accounts, note how frequently users view your ads on average. Combine this data with what you’ve discovered in Oribi to understand how many times users generally see your ads before converting. You can then determine to which frequency you’d like to boost your ad viewings.
Take time to also hone the messaging of your ads, taking into account how users interact with your ads after viewing other content.