As we all know data for us marketers is super important and useful for us when
we are trying to take a campaign and make it better right improve that
campaign and a lot of the times the issue is we don't know where to make
improvements why because we don't know where customers are engaging or where
they aren't or where customers are engaging first and then converting right
you want to know really where did they start where did they go throughout the
middle of the process and then where do they convert today we're going to talk
about Facebook's new attribution tool that it has added to its platform which
allows you to do exactly that you can track where people are going on their
customer journey and that helps you improve your campaign so if you want to
learn a little bit more about how to get that set up for your business stay tuned
we got a really cool one for you
all right welcome back everybody my name is Jordan Steen also known as Cereal
Entrepreneur and at this channel we talk all about social media marketing
starting an agency building a personal brand online really just building an
online business so if you're interested in any of those topics make sure you hit
the subscribe button and the notification bell so you don't miss out
on any of our future updates so like I said we're gonna go through Facebook
attribution so on the board behind me number one we're gonna start off with
attribution and talk a little bit about you know some of the high-level stuff
what you need to know before you actually go in and set it up because
unless you really understand how it works it's not gonna make sense to you
so let's go over to the whiteboard really quickly we're gonna talk about
that and then I'm going to tell you guys how to get instructions to set up the
attribution model tool because it can be kind of confusing but luckily we put
together a step-by-step guide so I'll tell you guys how to get that oh and PS
make sure to stay tuned to the end of the video where I'll tell you how you
can get access to our free Facebook Ads training okay so as you can see behind
me I've written some stuff on the board let's just go ahead and walk through
this so again attribution it is the process of making sure that you're able
to track where people start their journey from what platform they came
from was it paid was it organic blah blah blah right was it social search
direct what was it right where did they come from and where did they get to or
what journey did they take basically to get to the point of either signing up as
a lead calling in for an appointment setting up or actually purchasing
something online you know what it was it what's that conversion value that you're
looking for not always as it purchases online right because not everyone has an
e-commerce store especially a lot of you you're working with local businesses
right they don't sell something online which means you have to be able to track
that but that's okay you can too with offline conversion tracking so that's a
whole another topic if you guys want to learn about offline tracking just say I
want to learn about offline tracking in the comments below and we'll do that in
another video and supposed to say that specifically don't just write yes
because like we do I asked for these requests all the time so like right
specifically what you want to learn in the comments all right so let's go into
this so attribution there are two or sorry three main things that you want to
really pay attention to with attribution there are sources that's what you're
tracking right so the source could be is a Google is it Facebook is it direct
search is it click funnels is it from messenger of some kind right where are
they coming from now the medium is Facebook calls them channels I like to
refer to it as the medium because it tells whether it is paid versus organic
did someone come in on an ad or did someone find you organically and click
over either to one of your pages or to your website now the third one is
devices and that's pretty simple is a desktop is it mobile where are they
coming from first or what platform not platform but what device are they using
to actually consume your content and end up as a lead or as a conversion so again
if you want to see a you know a quick breakdown of what that would look like
it's you know it'll show things like people that are coming from Google are
they paid traffic are they clicking on pay-per-click ads that you see at the
top of Google search or are they are organic are they coming from
you know organic search traffic where they're going to Google they're saying
you know attorney near me and then they find your website in the organic search
results right that would be organic so where are they coming from on Google
versus where are they coming from on Facebook paid and organic messenger
which is Facebook Messenger you can actually track are they coming from
Facebook Messenger are they paid or were they organic right and then direct are
they searching for you like your website directly are they going into the URL bar
and typing in the URL to get to that website that's important to you right
you can also do things like click funnels Instagram YouTube email you can
do all kinds of stuff but really with email they usually don't just jump on an
email right they probably started from somewhere first but essentially what I'm
trying to tell you guys is you can track this entire journey from start to finish
that's it I mean that's what the importance of an attribution model or an
attribute attribution tool is it is simply to tell you where are people
really taking the most action because this is gonna tell you where you need to
put your focus of your ad budget for clients right if you're putting if you
have let's say $1,000 just to keep the math simple you have a thousand dollars
to work with and the attribution model is telling you that 70% of the clicks or
traffic that are coming to your site are from paid Google if that's the case then
you'll want to make sure that you're not putting you know five hundred dollars of
that thousand dollars into Facebook and Messenger right if it's already proven
that 70 percent and this is before you came in right unless there was already
testing ahead of time see that's where you have to make sure you're paying
attention if there wasn't any testing done on Facebook beforehand you can't
necessarily rule that platform out right you might want to do some testing and
say okay well let's put $1,000 into this or you know out of the thousand dollar
budget let's put $300 into that specific that specific source and see if we get
more traffic or a better conversion ratio when or you know when we compare
it to Google paid traffic right if Google paid traffic isn't performing as
well then you're going to want to shift your budget and that's what this model
does it tells you where should I be putting my ad budget where should I be
spending my organic time at should I be creating more blog content YouTube
videos should I be doing more to help our website rank in search engines just
for our service offerings or whatever it may be right that's why this is
important and if you guys aren't using the attribution model I strongly suggest
that you start looking into it and understanding the data and the
attribution of all of your marketing efforts basically where are people going
from start to finish so the attribution model is obviously very important but to
use it you actually have to have something else in place first which is
the Facebook pixel if you're not familiar with the pixel essentially it
tracks all of that data going to your site that happens from Facebook and
Instagram if you don't have that set up you won't get any of the traffic from
Facebook or Instagram in your attribution model right you have to have
that set up so make sure you get that done oh and if you have no idea what I'm
talking about or how to set it up that's why we put this video together up in the
top right hand corner so check that one out but quick question for you guys do
you think this attribution tool is going to be helpful for you do you think
you're actually going to be able to use it to get better results and spend less
money on ads if so do me a favor leave become below just say yes or no you
know yes I'll get better results I'm gonna use this tool for sure or no I
don't think I'm gonna use this tool it won't really be helpful I have something
else that I use to do that if you have something else also please leave that in
the comments I would love to check out that tool and see what you're using so
guys I don't want this video to get you know too long so I need you to do me a
favor if you want to learn how to set up the Facebook attribution tool we've put
together that set my step guide I mentioned that to you in the beginning
but here's what you have to do right below this video there is a link to our
blog article in the descriptions you'll see a title video and blog but check out
that link and we have the full instructions on how
to set up the attribution tool on your Facebook Business Manager but that's it
for me today I'm actually going to Raleigh here in about an hour and a half
two hours I'm speaking at another digital summit this is their biggest one
I'm gonna be speaking there with people like Seth Godin Brooklyn Decker I like
there are some crazy names that are showing up that I get to go meet so I'm
super excited and if you guys want to see a video or anything about the
digital summit we actually have hired a videographer so if you want to see some
of the footage just also leave a comment below saying you're interested in seeing
some of that but that's it for me everybody thank you so much for joining
me on today's video if you haven't already hit the subscribe button and the
notification bell so you get updates to our latest videos our trainings are free
giveaways that we do every single week here at Cereal Entrepreneur oh and again
if you want that free Facebook Ads training it is the link at the very top
of the description right below this video so just go click there and you'll
get all you need but like I said that's it if this video helped you out hit the
thumbs up button and let me know but I will see you guys later and until then
Cereal Entrepreneur out bye guys ready to start living the six-figure work where
ever be your own boss lifestyle well at Cereal Entrepreneur Academy
we'll teach you how to use a laptop and internet to start your own social media
and digital marketing agency get started with our free Facebook Ads training
links in the description below guys see you in the course on Cereal Entrepreneur
out!