Direct, Organic and Paid Facebook Attribution - shesgotvision.com

Direct, Organic and Paid Facebook Attribution

Facebook attribution can feel a little overwhelming at times. We’re here today to bust through that overwhelm and sort out the difference between direct, organic and paid attribution.

Direct

The number of conversions that are attributed to visits with no referring domain or UTM parameters that could be detected.

Direct also includes conversions that don’t have impressions, clicks or visits in the conversion path due to missing signals, or that can’t receive credit because of the selected attribution model and window settings.

How direct attribution is calculated

This metric counts the number of conversions that are attributed to visits with no referring domain or UTM parameters that could be detected. In some cases, these visits happen when someone clicks a bookmark or types the URL for your website directly into their browser, and not from an ad (paid) or referral from another website (organic).

Direct also includes conversions that don’t have impressions, clicks or visits in the conversion path due to missing signals. For example, if there are no impressions, clicks or visits in the conversion path it could be because there isn’t a pixel installed on your landing page, or impression and click tags haven’t been set up.

Finally, direct includes conversions that can’t receive credit because of the selected Facebook attribution model and window settings.

For example, let’s say someone searches for your website, clicks on an organic link to your website and then converts. If you’re using the last click or visit model and choose “don’t credit any visits,” then this conversion would be attributed to direct because the model will not consider any paid, organic or direct visit. If you don’t choose “don’t credit any visits,” then this conversion would be attributed to organic.

Organic

The number of conversions that are attributed to visits from another website whose URL could be detected. Visits from links that have a utm_source value or both a utm_source and utm_campaign value are not counted as organic. Impressions and clicks are also not counted as organic.

How organic attribution is calculated

This metric counts the number of conversions that are attributed to visits from another website whose URL could be detected. Visits from links that have a utm_source value or both a utm_source and utm_campaign value are not counted as organic. Impressions and clicks are also not counted as organic.

For example, let’s say someone clicks a link to your website from the website “https://example.com.” If they convert, and you’re using the last click or visit model, then the conversion will be attributed to organic and the source “example.com.”

Paid

The number of conversions that are attributed to paid touchpoints including all impressions and clicks, and visits from links that have a utm_source value or both a utm_source and utm_campaign value.

How paid attribution is calculated

This metric counts the number of conversions that are attributed to paid touchpoints including all impressions and clicks, and visits from links that have a utm_source value or both a utm_source and utm_campaign value.

For example, let’s say someone clicks your display ad on the website “https://example.com,” and the URL has the parameters “utm_source=display” and “utm_campaign=spring2018.” If they convert, and you’re using the last click or visit Facebook attribution model, then the conversion will be attributed to paid, the source “display” and the campaign “spring2018.” If utm_campaign is missing from the URL, then the conversion would be attributed to paid, the source “display,” and no campaign. If utm_source is missing, then the conversion would be attributed to organic and the source “example.com.”

References

Facebook. (2019). Retrieved from https://business.facebook.com/business/help/adsmanagerbuiltin/415071222357126?helpref=faq_content

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