Changes to Attribution, Privacy and Consumer Behavior You Need to Know for Scaling Your Store in 2022
And why your business can't Overlook attribution anymore.
We’re sure you may have heard, in response to the iOS updates (iOS 14, 15 et cetera) that Apple began rolling out in September 2020, as of April 27, 2021 Facebook began making some changes which substantially reduce advertisers ability to track conversions and results especially on comparison to other channels. As early as May 2021, only an astounding 4% of users on Apple devices are trackable and this is just one example of how reporting is limited insofar as Apple users are concerned.
This has been just the start to many changes regarding how the entire industry looks at attribution. In fact many customers are now, especially through the holidays, are coming from other channels such as sms, and email which for many brands has been what we’ve used to bank profits this holiday season.
So let's set the stage for Attribution going into 2022
For context, prior to April 27th this year, in addition to being able to track most users, we were also able to track purchases from users who visited your site and then, up to 28 days later returned to your site and completed a purchase.
Now, the reporting window is only 7 days. As sales cycles are 7-10 days if not two weeks or greater in many industries, as you can imagine, this has led to substantial underreporting of overall sales and associated revenue from Facebook/ IG paid traffic specifically. Some studies estimate reported revenue is anywhere from 50%-75% less than it was prior to FB’s latest iOS related updates that fully went into effect following the iOS 14 release.
In addition to that, especially during the holidays, many users convert via text, email, or even entering the website name directly into their web browser after remembering it from an advertisement. This is important to factor into your decision when considering profitability because although Google Analytics might report 15-30% “direct/ none” that’s often an indicator that tracking wasn’t possible. Here are other examples of when that’s the case:
- iOS devices
- On average, 96% of users choose not to be tracked
- User opts out of Google Advertising Ads
- User opts out of Google Analytics tracking
- Ad blockers
- Privacy software
Well since we know only 4% of users opt into tracking on iOS devices, and we can see in Google Analytics what percentage of people are coming from which platform during our Google Audits, we look at your business with a standard we call ‘benchmarking’.
This is a process in which we look at your business’s historical data and start to look at your business over a period of time with the trajectory and growth thats attributed with key performance indicators such as…
- MER(Marketing Efficiency Ratio)
- CAC (Customer Acquisition Cost)
- AOV (Average Order Value) and
- LTV (LifeTime Value).
Changes to Privacy Expectations
Ad-Tech is undergoing a paradigm shift and the future of tracking will be cookie-less. That being said, it’s extremely important to garner as much first party data as possible. So as marketing and advertising evolves, strategy to have “owned” data is key as the cash conversion cycle (the amount of time it takes to spend a dollar and receive the same one back; the shorter the period the faster the scaling process. For example if you spend $1 on ads and get $1.40 in the a 30 day period the faster you can spend) is then put in your hands as the business owner.
Which naturally leads to the question “With all these privacy and tracking changes how do I track performance?”
But the privacy vs. performance debate is a false dichotomy
The right question is: how can invest and identify skilled managers? Falling fees do not solve this more fundamental problem.
Future Proofing E-commerce boils down to performance prediction.
Predicting performance is no easier than predicting markets, and what is needed is a rigorous scientific approach.
Businesses increased by 200% with over 1,000,000 new eCommerce stores coming online between Oct 2020 and March 2021, alone so understanding how platforms are changing structurally and how competition and capital is flowing into platforms is important to factor in as well.
There’s a lot to take in and all of this might sound confusing and a bit concerning, but the numbers speak for themselves and we want you to feel empowered to take advantage of all the valuable data we continue to gather for you.
With that said, if you’d like to learn more for an in depth review of your accounts then click here to apply now and book an appointment.
Changes in Shopper/User Behavior
Gone are the days of solely relying on Facebook Ads to grow your business. If the reality is that you’re still not ROI positive, given the cost of doing business, then you should consider improving your overall marketing approach by adding something into the mix, like Google Search or YouTube, or even pivoting channels entirely, and we’re here to help assist in those pivots and decisions.
Let’s Scale Together.
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