Self-Attributing Network (SAN) is an ad platform attributing conversions and transactions independently.
A Self-Attributing Network (SAN) is an advertisement platform that carries out its internal conversion tracking and attribution. This system keeps track of every touchpoint in a customer’s journey, attributing each transaction and conversion to specific marketing actions. SANs like Google Ads, Facebook, and Apple Search Ads are poised to handle multi-touch attribution internally rather than simply basing it off the last click.
For example, Google Ads, a SAN, tracks user interactions with its ads and allocates a credit (conversion or transaction) to a particular ad based on its internal algorithms.
SANs offer the capacity to claim and attribute conversions. This feature is crucial due to the dominance of platforms like Google and Facebook in the digital marketing space. Without SANs, marketers would have to rely on other attribution methods that might not accurately represent the influence of these platforms. SANs offer businesses an accurate measure of their ad performance, thereby improving marketing strategy and customer acquisition.
While SANs are efficient, they can be enhanced through the following ways:
SAN works in coherence with other ecommerce metrics such as conversion rates, retention rates, and customer acquisition costs for a holistic understanding of digital marketing performance. By attributing transactions to specific marketing actions, SANs can inform adjustments to these metrics, thereby optimizing overall ecommerce strategy.
Share of Paid Traffic is a metric used to easily understand how much traffic the website receives from paid marketing ch...
A statistical technique utilized to observe, quantify and remold seasonal trends in data.
SVOD is a digital content delivery strategy offering unlimited access to videos for a periodic fee.
Social media engagement is the interaction that occurs on social media platforms between brands and their consumers.
Server-to-server is a technology and process in which two servers communicate directly without any user interference.
Sessions are individual visits to a website within a determined period by each unique user.