New Attribution Startups Rush To Solve DTCs’ Tracking Woes, But Do They Work?
From Modern Retail– the latest hot e-commerce startup battlefield has become “Attribution.” With IOS 14 privacy changes, DTCs and other e-commerce advertisers suddenly lost their ability to track and measure key acquisition channels like Meta, Google, etc. and could no longer attribute their sales back to ad spend or campaigns. Meta CEO, Mark Zuckerberg, initially estimated these changes would cost his company $10 billion in revenue. This clear market challenge gave rise to new e-commerce attribution vendors promising to restore DTCs’ tracking and measurement using server side pixels coupled with proprietary algorithms.
“…founders and marketers warn that these attribution vendors aren’t a perfect solution to startups’ marketing woes but rather, just one viewpoint that startups may want to take into consideration when crafting their marketing strategies.”
DTCs in turn have flock to these solutions in the 1,000’s hoping to return to growth mode using their tried and true advertising playbooks. But the reviews have been mixed. Some brands laud these vendors for providing better guidance than Meta’s own internal solutions, while other are skeptical whether these “backbox” solutions are anywhere close to accurate.
Read the full article in Modern Retail here.