This article explains what is Contribution of your Channels/Campaign to your Market, and what is the difference between Contribution and Attribution
What's Overall Contribution?
Overall contribution is the total value for your KPIs that a certain channel has given you, considering all its spend for the historical data we have on your account.
For instance, if Facebook's total spend in December was $30,000, and it produced 15,000 regs, then the overall contribution of this channel to your performance is a CPR of $2.
This is calculated automatically based on all the changes identified in your spends by the platform (either inferred, or based on the API detection).
This resembles attribution data and its presentation, where we look at the total spend of the channel in a given time, country, OS, etc., and the value (=contribution) that it generated.
Methodology
The platform automatically measures all your spend changes, and creates a function of you incremental performance per spend level. This performance per spend level could then be displayed as sort of a function
Difference between Attribution and Contribution
Contribution is calculated by Incrmntal's models. It is not based on attribution, therefore we do not expect it to match MMP data in revenue or installs.
While attribution gives 100% credit to the last ad a user interacted with before conversion, Incrmntal uses a statistical approach to understand the impact that each of those advertising spend channels had to your overall market (Blended performance: Organic+paid). Please refer to this article for more information.
Therefore the difference between MMP and Overall Contribution is expected as it represents a different point of view.
This value is shown through our Explorer dashboard . With Explorer Dashboard you can:
- Understand the Market value gained from every channel, this is comparable to attribution, as the total sum of Installs (if Organic would be included) would match the total installs in the market.
- Identify cannibalization (ex: if a channel/campaign has been launched and shows no value in terms of incrementality, but has revenue and/or installs attributed to it by attribution, this may indicate that this source cannibalizes instals/revenue from the different channel or Organic). Please feel free to learn more here.
- Spot Diminishing returns (ex: if the spend was increased by a certain channel and does not create an additional value in terms of incrementality, this might indicate that you have reached a point of diminishing returns and might consider scaling it down and monitor the performance). Please feel free to learn more here.
- Find Opportunities to scale up spends
For any question please contact integrations@incrmntal.com , or open a support Ticket here