Updated: Apr 7
Every day, two of the most powerful companies in the world, Google and Facebook, compete for sales attribution.
What is Attribution?
Attribution is the connection between the revenue generated and the marketing channel that brought that specific customer. You might ask yourself, “ok, but why does this matter?” It matters because if you have no clue where your ad dollars are going it could mean you overspending in the wrong traffic channel or underspending in the right one.
Google and Facebook, compete for sales attribution every second of every day and yet, with their immense market power and individual successes, they seemingly play a careful game of divide-and-conquer in terms of advertising and sales. The challenge in sales attribution is to find out which traffic channel is generating the most value. It’s a complex process, and the results are far from straightforward. Making sense of it all, can not only be confusing but also very time-consuming. That’s where GNR8 Media comes in.
GNR8 Media works with companies of all sizes to help them maximize the value of their online investments. Our team has decades of collective experience analyzing Google and Facebook sales attribution for our various clients. We use this knowledge to inform targeted sales strategies using third-party validation to help our clients meet their goals.
So let’s examine how both Google and Facebook compete for sales attribution and why that's a huge problem for small business owners and Fortune 500 companies alike.
Lets start with Google
Google as you already know is a search engine giant, so it’s no surprise that search-based ads that include specific keywords are their bread and butter. This allows them to be very targeted and easy to reach. As a result, the ads that you see when you search for certain terms are often very much tailored to individuals’ specific needs.
Google is also very keen on analytics, making use of its robust tracking and reporting resources. This lets them build a more detailed picture of how their ads are performing and what kind of results they are achieving. This kind of granularity is highly valuable for sales attribution since it allows us to better understand which channels and keywords are driving the most conversions.
Facebook’s approach to sales attribution is slightly different. Because the social network is built around user-generated content and interests, Facebook often views its ads as part of a larger conversation and relationship, rather than just simple transactions.
This means that Facebook tends to be more wide-ranging in terms of its approach to targeting. They can target people based on interests and behavior, allowing for a much greater level of personalization and engagement.
This allows Facebook to be more creative with the kinds of ads it offers, often offering more “unique” solutions than Google might. Facebook also has the advantage of being able to measure engagement, and this can be used as an important metric when it comes to sales attribution.
What exactly is this epic attribution battle between Google and Facebook? It's all about creating a greater result, and that's the only thing that matters in the end. Google's strategy is primarily on targeting, using its enormous data bank to deliver highly customized advertising relevant to a user's search. On the other side, Facebook prioritizes user interaction and connects more individuals with its broad reach.
To determine which company can give the greatest value and where your advertising expenditures are being used most effectively is the ultimate challenge for businesses like GNR8 Media. It is feasible to evaluate which of these two giants is more qualified to deliver the most significant and cost-effective outcomes by studying the data and assessing results.
The Bottom Line
In the world of e-commerce, Google and Facebook both have significant yet elusive roles. It is up to businesses like ours to carefully evaluate data to determine which one is best suited for a specific situation, and most of the time it's both of them working simultaneously. Each one has its significant opportunities and advantages. Breaking down the data and analyzing where profits are really coming from is the key to scaling operations and making the most of your digital marketing efforts.