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Walled Garden Platforms Are Drowning Marketers In Self-Attributed Sales | AdExchanger

adexchanger.com · 829 words · saved by 1 readers

But dig into the CRM, a brand’s primary source of actual sales data, and site traffic and engagement coming from search and social aren’t jumping. This is a relatively normal occurrence for a small shoe manufacturer that I spoke to recently. The company, which makes shoes and sandals for corporate events and parties, has a consumer-facing site and a separate wholesale site, where the service is different and prices are lower. But there’s also something else different about the wholesale site: It’s walled off from the over-aggression of ad platform attribution. Sometimes, this founder said, a company salesperson and a corporate buyer will strike a direct deal that ends up getting transacted via the DTC site. But even when that salesperson and customer have met in person, exchanged multiple emails and talked on the phone, walled garden platforms, namely Google and Meta, often manage to claim those sales as driven by ad campaigns on their platforms. “I don’t know how they’re doing it,” th

Thursday, May 16th, 2024 – 1:43 am SHARE: Sales are way up and ROAS is through the roof across search, social and ecommerce. At least, that's what the ad platforms claim. But dig into the CRM, a brand's primary source of actual sales data, and site traffic and engagement coming from search and social aren't jumping. This is a relatively normal occurrence for a small shoe manufacturer that I spoke to recently. The company, which makes shoes and sandals for corporate events and parties, has a consumer-facing site and a separate wholesale site, where the service is different and prices are lower.

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