I used to love 1-day click optimization in Meta. 1-day click made Meta look great for our clients using last click in Google Analytics. It became a great way to "hack" meta performance and prove more "value" from the channel. I think its fair to assume most brands are still using some last click or click-based model. If that is the case, then they also are willing to pay more for clicks than they are for anything else like reach, views etc (on a relative basis). Taking that logic a step further, this puts CLICKS at a premium across all advertising. Our data from Meta suggests exactly that: - 1-day click campaigns are 2.3x more expensive than 1dc/1-day engaged view - 1-dc/1-day engaged view audiences reach 2.2x more people for every dollar spent Not only are click audiences MORE expensive, they are also narrower. These narrow audiences may help your last click attribution look strong, but they directly hinder long term growth by limiting reach. This will lead you direct to Tom Roach and Dr Grace Kite's "Performance Plateau" - success at the start, then stagnation. Some of you may argue - but clicks are actually more valuable. It's OK to pay more for that click because the ROI is there. My response is a very clear NO. One point of research suggests that click through rate does not correlate to marketing effectiveness/revenue impact. Another data point proves that younger people click WAY less than older demographics. We love clicks because we can see them & "measure" them easily. But, they are just a part of the customer journey (and not for everyone!) and only growing increasingly scarce with AI search results ("zero-click search"), video and demographic shifts. If you are on 1-day click, this is something you should test TODAY. I'd recommend testing both 1dc/1dv and 7dc/1dv based approaches, and its important to use an incrementality lens vs. last click. New Engen, Inc.
Maz Malakouti
3mo
This is insightful and is something I agree with from a behavioral standpoint - is there any tactical changes that need to be made when switching to include view optimization? For example, stricter exclusions of engaged/existing customers
David Lawson
3mo
Thanks for sharing Kevin Goodwin . Could you share some of the research referenced ? Not because I don’t believe you , but because I enjoy nerding out on research these days.
Viktor Šušnyák
3mo
"One point of research suggests that click through rate does not correlate to marketing effectiveness/revenue impact" - would you be so kind to point me to a specific study/report? I have heared this before, but I cannot find much detail about this research. Thanks!
Bryan Bumgardner
3mo
The real marketers who understand advertising psychology knew this already in their bones, but now you're showing data to validate it. That's why we built Northbeam - to help you better track those attribution approaches
Tony Lee
3mo
Love this, my dude! Meta's stance usually is actually to do 1-day click because it's usually more correlated to incrementality. And while I've seen data that also concludes that, this optimization often is a bottoms-up philosophy, and you'll hit that plateau that you mentioned too quickly. Knowing how to keep expanding reach and utilize ways via creative to bridge that gap will almost always be a smarter long-term strategy. Glad you've shared this with the LI world.
Sujay Kar
3mo
For the attribution window, it boils down to a few things: 1. brand specific sale cycle 2. strength of signal vs. nose on longer windows (7-day click) 3. over attribution vs. under It boils down to incrementality tests specific to different channel tactics and having an MMM model to identify the macro and micro
Jacob Rokeach
3mo
Great insights. The numbers speak for themselves.
Founder & CEO of SegmentStream | AI-Powered Marketing Analytics for Fast-Growing Startups and DTC Brands
3moHow much Meta pays you? 😉