Snapchat’s Latest Report Highlights the Flaws of Last-Click Attribution
Social media platforms are pushing for a shift away from last-click attribution when measuring the success of ad campaigns. In today’s digital landscape, purchase journeys are no longer straightforward and are instead shaped by broader discovery and awareness.
Snapchat’s latest report delves into the limitations of last-click attribution and emphasizes the importance of understanding the modern consumer process.
According to Snap, “Both Gen Z and Millennials have significant spending power, but their purchasing behaviors have evolved. The path to purchase is now non-linear, making last-click attribution inadequate for accurately tracking their journey.”
The report sheds light on how younger audiences discover products and the impact on their purchasing decisions. Snap reveals that younger consumers heavily rely on social media and influencers for product research before making a purchase. Last-click attribution often fails to capture this crucial discovery phase, leading to undervaluation of these marketing efforts.
Snap advises brands to focus on both brand building and direct response strategies to truly gauge their impact. While branding efforts may not directly lead to conversions, they play a vital role in creating brand awareness and fostering engagement.
Despite the emphasis on branding, Snap acknowledges the importance of driving direct purchases for revenue generation. While Snapchat excels in providing brand experiences and fostering community connections, its role in driving immediate purchases is limited.
Although different platforms vary in their approach, Snap urges businesses to combine impression data with sales metrics to better understand the correlation between their campaigns and results. While the direct impact of Snapchat campaigns on bottom line results may not always be clear, analyzing the combined data can reveal valuable insights.
It’s essential for businesses to consider these insights when evaluating their marketing approach and understanding the true impact of their campaigns. To learn more, you can access Snapchat’s full report here.