102: All about marketing attribution
Attribution is a marketer’s best friend. It tells you where your traffic is coming from, which channels drive conversions, and what touchpoints are most effective.
But if you’re starting to enhance your digital strategy, marketing attribution might seem like just a buzzword. In truth, it gives you an up-close look at how supporters engage with your content and which tactics successfully convert them
In this week’s brief, I share resources on using marketing attribution to optimize your campaigns and achieve better results.
 |
 |
Snackable snippets |
A comprehensive guide to marketing attribution 📖
Recent research from Gartner shows that buyers increasingly favor doing their own research through industry publications, blogs, case studies, and customer reviews — a behavior mirrored in our supporters, too.
This is where marketing attribution comes in, allowing marketers to track which touchpoints drive conversions. If you’re new to marketing attribution, this article breaks down everything you need to start.
How to use CRM data to increase your EOY giving 📖
Managing your CRM data effectively can boost your nonprofit’s end-of-year fundraising, driving more engagement and donations.
Want to know how to optimize the valuable data sitting in your CRM? This blog walks you through how to use this information to increase volunteer involvement, donations, and recurring gifts.
5 key stats on last-click attribution measurement 📖
Last-click attribution doesn’t show the full impact of marketing on conversions, which can lead to unnecessary ad spending.
A new report by EMARKETER and Snap reveals that US marketers, who will spend $302.77 billion on digital ads this year, might focus too much on ads that get quick clicks and not enough on strategies that guide consumers through the buying process.
|
Tobes Kelly talks about improving ad effectiveness through recycling old and proven ad ideas, as seen with major brands like Levi’s. He also goes into what makes creative perform so well — talking through ideas like letting data help you decide and experimenting with all mediums and formats. |
|
2024 Meta ad restrictions for nonprofits 📖 Meta has announced an ad restriction period for social issues, elections, or politics from October 29 to November 5, 2024, before the upcoming election. Nonprofits running year-end campaigns should know these limitations and plan alternative strategies to keep fundraising efforts on track. |
In the news |
|
RKD Group has partnered with GivingTuesday to provide a field guide that offers nonprofits actionable insights based on the Q2 2024 GivingPulse Report. With a focus on strategies for GivingTuesday and year-end campaigns, the guide highlights key areas like harnessing seasonal behavior and making effective asks. ***** |
|
Meta’s ad platform has been experiencing significant bugs. Media buyers are reporting issues like misdirected targeting and blown budgets, which have cost advertisers tens of thousands of dollars. Despite these challenges, marketers continue to rely on Meta due to its reach, but some are turning to alternative platforms and influencers to mitigate the risks. |
For your inspiration folder |
Christian Relief Fund and Camp Eagle share their stories about how a robust marketing platform elevated their digital marketing strategies to grow awareness and drive donations.
“One of the things that I’ve really liked is being able to see how many people we were reaching, the clickthrough rate, and being above that average consistently over the last two and a half years,” Caleb Dansby, director of marketing of Christian Relief Fund said in the video. “One of the most impressive things has been being able to look across that, whereas on social media, you only have so many years you can see.”
 |
Share this
Is it too early for Giving Tuesday?
Your strategic blueprint for Giving Tuesday