Track the Untrackable: Impression Attribution

Impression attribution has changed the game for marketers. Relying solely on click metrics is over.

In an era of data privacy, impression attribution allows you to still get the data you need in a safe and secure way ??

What is impression attribution? ??

Impression attribution (or view-through attribution) is used in marketing mix modelling (MMM) and can measure the impact of advertising on consumer behaviour without clicks!

It makes invisible touchpoints, visible.

What are invisible touchpoints? ??

Invisible touchpoints are the touchpoints your customers have on their journey that you can't see for several reasons.?

And they are just as important as the touchpoints you can see.?

So take your website, for example, your visitors are anonymous.?

Plus, since Apple iOS 14.5 came along (and now iOS 17) and third-party cookies are dying out soon it's becoming even harder to track your customers.?

That means you're left wondering who's looking at your high-value content and if it impacted them.?

You need to find out who is viewing your content and when.?

Whether it’s:?

→ Paid search results?

→ Social media ads

→ TV slots?

→ Radio campaigns?

These impressions all contribute to final decisions.?

What you can't see matters too so why aren't you tracking that??

So, how do you join the dots????

With marketing mix modelling (MMM).?

Measure invisible touchpoints such as TV, radio or ad impressions without clicks, as opposed to multi-touch attribution which uses click path data.?

It can model the impact of those invisible touchpoints and even forecast potential headroom and budget allocation in your marketing channels.?

That means you’ll be able to see customers who:

→ Viewed your ad then went directly to install your app

→ Heard your radio ad then went directly to your website and filled out a form

Decrease your reliance on clicks and discover what's really converting your customers.

Here’s a preview of our latest MMM features that’ll help you make your invisible touchpoints visible again ??

Looks good, right?

Find out more about Ruler Analytics and how marketing mix modelling (MMM) can save the day and minimise your reliance on clicks ??