When digital marketing emerged beginning 2000, the landscape and consumer behavior were far less complex. There was only paid search; retargeting, social media and video advertising were only part of our wildest dreams.
As marketing spend is growing, so are media channels. In the past, you only had to insert a tag for paid search. Today, a tracking code is required for everything and every source gives you a certain number of generated conversions. This is where you need to be very careful, because thinking that every source/channel is bringing you all those conversions is wrong. Nowadays a typical conversion includes more than one marketing channel and deduplication of the results from those channels has become more important than ever.
Before we go into the how, let’s define deduplication:
“Deduplication prevents businesses to attribute a same conversion to different marketing channels.”
This deduplication is used in combination with a certain attribution model (most of the time last-click) and allows advertisers to pay only for a conversion coming from one single source, instead of paying different sources for the same conversion. In other words it is a way to prevent different channels to claim credit for the same conversion.
Many marketeers only have an eye for performance marketing, and it still amazes me how often people don’t deduplicate their channels’ results (read: pay multiple times for the same conversion).
Luckily today many softwares have emerged in order to automate this deduplication process. Some of the best known are Google Analytics and the Google Tag Manager.
Simply put, this is how it works:
A pixel firing logic is created (eg. in the Container Tag), which allows you to identify, through a cookie, which marketing channel received a click. When a conversion occurs, the tracking pixel is fired in order to give credit to the marketing channel that triggered the conversion.
If you are using different marketing channels, we can only recommend you to start deduplicating your data. You won’t ever be able to invest your marketing budget correctly if you’re not doing this. When starting, it’s very important for you to have your goals in mind and to define your deduplication strategy according to this. And, most importantly, don’t mix up attribution modeling and deduplication. Even if both are often used together, they don’t have the same goal. Attribution models help you to better understand your customers and the way they behave, deduplication prevents you as an advertiser to pay for different conversions to different channels, while these are all actually the same conversion.
If you need more information feel free to contact us !