You Don't Need An Attribution Tool

Are you SURE you need that attribution tool you're paying for? I'm not. The closer I've looked at the performance of the brands that I work with, the more convinced I have become that third party attribution tools don't provide incremental insights at best and are overtly misleading at worst. Today on the show I make the case that you should carefully evaluate whether or not your attribution tool is actually providing you any value–and I'll tell you exactly how I do that with my clients. EPISODE HIGHLIGHTS [2:22] What is an attribution tool?  [4:33] Functions of attribution tools. [6:03] Rise of attribution tool as a result of iOS 14.5. [8:03] How to assign credits to ads. [10:13] You're bad at decision-making; machine learning isn't. [13:43] Why simple media mixes mean you don't need a tool. [16:51] Brands that may need attribution tools. [19:50] The relationship between consideration cycle & attribution. [22:39] 3 places to look instead of an attribution tool. [30:12] Is FB click attribution more accurate than attribution tools? [33:57] Why post-purchase surveys are useless. REFERENCES FROM THE EPISODE Taylor Holiday's "Never Turn Off An Ad" video. Twitter thread about attribution tools under-reporting revenue. Guide to UTMs for Meta Ads. Andrew's "Don't Diversify Your Ad Spend" episode: Spotify Andrew's "Don't Diversify Your Ad Spend" episode: Apple Podcasts PLACES TO FOLLOW UP WITH ANDREW Twitter: @andrewjfaris Email: [email protected] Work with me: www.ajfgrowth.com Music Intro: "Tell Me Mama" by The Devious Means Music Outro: "Rusty Little Scissors" by The Devious Means