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Go Beyond Last-Click Attribution with These 7 Tools

By Jessica Schimm

in ROI

Posted June 23, 2017

“But what about the people that opened new tabs from the YouTube video?” Here’s how you can better track viewers from your influencer campaign.

“Aha! So she purchased the dress after seeing a sponsored post from us in her newsfeed, clicking on it, visiting our product page, FAQ page, and then seeing a Facebook ad from us two days later that also said her friend liked us!”

….said no one ever.

This kind of detail around the buyer’s journey is a marketer’s dream. Especially those in eCommerce who rely heavily on bottom-up attribution efforts to guide their marketing strategies.

Technology may not be able to capture the buyer’s journey to this level of detail yet, but with a few tools, data and creativity - it can get closer than you might think. 

If you find yourself wondering any of the following questions, this blog post is for you:

  • How do we attribute customers to the influencer video who didn’t click on a trackable link, but opened a new tab to purchase our product?
  • How do I make sure I’m getting the most conversions with influencer marketing? I got 100k views, what’s next?
  • We’re a mobile app, I want to make sure we’re attributing the downloads effectively to our influencer campaign. 

For companies whose top priority is to drive customer clicks, app downloads or track the customer journey, we’ve broken down the tools and strategies you can use to catch those previously untracked customers. 

Starting with basic tools and progressing into more advanced strategies, these methods will not only help you track more customers that are coming through from your influencer campaign, but can also help you adjust or replicate the buyer’s journey for your product.   

Tools to Track Customers From Your Influencer Campaign; The Basics 

We’ll start with the basics.

Use Trackable Links

This one is pretty basic, but before starting your influencer campaign, make sure you create trackable links for your campaign. Whichever URL tracking tool your brand is already using is fine, and if you don’t have one there’s always good ol’ bit.ly which records clicks on links.

 Trackable or customized links lets you see how many people purchased your product after clicking on the link. 

Use Coupon Codes

Alright, so your link is trackable, now what?

Coupon codes, which enable viewers to receive a discount on your product or service, are the first solution that can track some of the customers who don’t click on the trackable links, so it’s good to have both. Not to mention, it can help incentivize those purchases.

Put a Survey on Your Website

Alright, so let’s say a customer didn’t use the coupon code, and didn’t use the tracking link. This is where a customer survey can come in handy.  Put a survey on your website asking how people found out about your brand and make sure that the social media platforms your influencer campaign(s) were on are all listed.

After using a survey on their website, Videoblocks found that for every visitor that came to their site, three more had discovered them from their YouTube. They saw this trend for months, even after the campaign was released. Ultimately, they learned from an always-on strategy that the sheer volume of people who were finding them on YouTube would compound over time.

Tools to Track Customers From Your Influencer Campaign; For Advanced Marketers

Tactics, tools and platforms for the advanced marketer.

Use Retargeting 

This strategy works well for influencer campaigns on YouTube and is highly desired by eCommerce and high-growth companies that work with us. It’s also currently the best option for remarketing to viewers on your organic YouTube video content via Google suite tools.

If you already have a remarketing strategy on Google’s ad suite, then this is a great approach to getting more out of your influencer campaigns. Assuming you already retargeting to viewers who click through to your landing page from an influencer’s YouTube video, you’re only retargeting a small piece of the pie. If you have a 3% CTR on that video, then 97% of the people who saw that video are untouched after their view. Reelio can create a remarketing list from the influencer’s video allowing your brand to remarket to 100% of the views.

Retargeting integration is part of Reelio’s offerings and can help you advertise to those who saw your influencer campaign and learn more about your audience and where they’re going. If you’re interested in learning more, get in touch with us.

Try our Influencer List Tool

Tune for Mobile Apps 

If you have a mobile app, Tune is what you need for amazing customer attribution. This platform picks up where your influencer campaign data leaves off. You can combine the click-through rate Reelio and other influencer platforms can give you from the influencer video or post with Tune’s data of your app installs, in-app events from the downloads, app store analytics and more for a more cohesive picture of the journey that customer took.

Ibotta, an app that gets you great rebates on consumer goods, used Tune in their influencer campaign with us to collect data from the viewers of the influencer video. They then created custom reports that helped them understand what viewers did on the influencer campaign from start to finish within their app. Ultimately, this enabled them to see the number of people who installed and paid money on their app, enabling them to better attribute the value of their influencer campaign.

Convertro

 Convertro is another attribution modeling tool and platform that helps track mobile, tv and multi-touch attribution. System-to-system integrations help brands track touchpoints from digital, to social to real-world interactions, which is why it has worked great for our connecting the dots between our client’s influencer campaigns and their other marketing efforts. 

Facebook Handshake

Facebook Handshake can also be used to track users by retargeting influencer marketing content. In this case, the influencer would tag your brand in their post enabling the brand to see high-level performance and put additional spend behind it.

If you’re a brand there are two ways to distribute a post on Facebook. The first, is to take the influencer’s post, acquire it for licensing, and then distribute on your own branded Facebook page. However, what you gain in creative content from partnering with the influencer, you lose in an authentic endorsement coming directly from the page of the influencer. The second is to share the influencer's post directly on your brand page - without liscensing, just as a share - and as a result lose much of the organic engagement from the influencer's fans.

With Facebook handshake though, we can help the brand distribute the influencer's post without losing the authentic engagement (by making it look like it came from the brand). We can take the influencer's original post and put distribution behind it; this enables the brand to promote the influencer's post to more of their target audience and thus gain more authentic engagement.

Ultimately, all of these efforts supplement your greater marketing strategy and will help you close the loop on viewers that are watching and engaging on influencer’s audiences. Let us know what questions you still have about customer attribution in the comments below. 

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