✅ Your jargon-free guide to attribution terms.

Estimated read time: 3 min, 12 sec

In this week’s letter 📨:

• 👀 What is accrual anyway? All the attribution terms you need to know

• ✅ Testing bid caps? Steal this campaign structure

• 🤑 Do you know what bad Facebook ads have in common?

• ​​​🍔 #FeaturedAd - Daring.

• 👸 #BrandedCatalog Spotlight - Hair Drama Co.

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Struggling With Attribution Terms? Bookmark This Glossary

Single touch or multi-touch?

Linear or weighted?

Cash-basis or accrual?

Attribution has been the buzzword in marketing all of 2022-23 and now there’s just no escaping it.

But are you struggling to understand all the terms around first-party tracking and attribution?

Do you find yourself frantically Googling attribution models every time you log in to marketing Twitter?

We’ve got you covered.

Bookmark this jargon-free guide to the most important terms in attribution.

You’re welcome!

Trying Bid Caps? Here’s A Strategy You Can Test

You already know we’re big fans of Meta’s cost caps.

We’ve even advocated sticking to those when scaling with Meta’s bid strategies.

However, if you’re curious as to how to make bid caps work for you, here’s a strategy you can test in your store:

While @MattiSchroder’s logic is solid, you’ll have to make sure you understand your break-even CPA (cost per acquisition) thoroughly for it to work.

NOTE: As Mathias elaborates in response to other advertisers, the right campaign setup is key. The campaign is set up as a high-budget CBO campaign, with a different bid for each ad set — based on the product/offer it’s promoting.

Are You Making This Mistake When Making Your Ads?

We’ve helped hundreds of brands make better ads.

We saw that brands made the same mistake again and again.

Want to know what it is? 👇

P.S. Have a good offer but not sure how to present it? Just ask ChatGPT. It works! Stay tuned for our thread on this in next week’s newsletter!

#FeaturedAd - Daring.

Brand: Daring.Category: Food & BeverageFormat: Single Image (Story)

WHY IT WORKS:

What’s never a bad idea for advertising food?

A delicious food shot — and somehow you just can’t go wrong with a juicy, loaded burger.

Daring. uses this simple advertising mantra to market its plant-based chicken alternative. And just in case you thought meat alternatives were highly processed, there’s some objection-busting right up center — the meat is made from a short list of simple ingredients.

The ad catches the eye long enough for you to read the caption — replacing your chicken with their plant-based alternative just once a week makes a huge impact on the planet. Now that’s some clever advertising. Their meat alternative is not targeted at vegans, but at every conscious shopper looking to make an impact.

Want more ideas? See this ad and 1000s of others in Socioh’s ads library.

#BrandedCatalog Spotlight - Hair Drama Co.

Brand: Hair Drama Co.Category: Hair accessoriesTemplate type: 2-image with sale sticker and cut-price

WHY IT WORKS:

• 2-image template with a lifestyle image and the category name draws the eye.

• Lifestyle images make it easy for shoppers to visualize how the product would look on them.

• The use of pastel backgrounds with the bright sale and cut-price stickers highlights the great prices on offer.

Showcase multiple product images in your dynamic ads. Learn more about Socioh’s Branded Catalogs here.

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