Marketing Attribution Split

A discussion about the importance of properly attributing marketing spend and separating branded from unbranded search performance for accurate ROI measurement.

Marketing Channel Hierarchy

• Influencers are #1 channel by spend
• Facebook/paid social is #2 channel
• Paid search is #3 channel (including both branded and unbranded)

Key Attribution Insights

• Branded vs Unbranded Search

  • Must separate branded and unbranded search metrics
  • Branded search is viewed as a "tax" paid to Google
  • Branded searches often result from other marketing channels' influence
  • Combining metrics masks true performance

• CPAs Need Context

  • Example breakdown:
    • Overall CPA might show $60
    • Branded CPA could be $10
    • Unbranded CPA could be $200
  • Real CPA is closer to unbranded cost when analyzed properly

Multi-Touch Attribution Approach

• Marketing works as an ecosystem

  • Multiple touches contribute to conversion
  • Facebook builds top-of-funnel awareness
  • Partnership promotions work alongside other channels
  • Channels become more efficient when working together

• Mobile Attribution Challenges

  • Instagram traffic primarily mobile
  • Long signup process (40-50 minutes) affects conversion attribution
  • People often discover on mobile but convert later on desktop
  • Solution: Simplified funnel improved attribution accuracy
    • Allowed direct membership signup
    • Offered monthly and annual options
    • Resulted in 50% better performance on influencer channels