There are two pretty obvious approaches: only pay per conversion, or accept that not all views are human.
Just like when you advertise in a classical news paper, you only know how many copies are typically sold, not how many humans actually look at your ad.
- Each has their own tracking tag that their terms require payment be based off of
- A conversion comes in and each network registered an impression (or heck, even a click) before the visitor in question signed up.
Who gets the credit?
Well, if you don't have an agreement that states billing is done off of numbers from YOUR ad server, where you can dedupe and set an attribution model that makes sense for your particular business, the answer is that all of them will.
So you are paying 3x when realistically odds are that not all of them should get full credit. Hell, that doesn't even factor in other channels like organic, social, etc. that all likely played a role as well.
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There are two pretty obvious approaches: only pay per conversion, or accept that not all views are human.
Just like when you advertise in a classical news paper, you only know how many copies are typically sold, not how many humans actually look at your ad.
If only CPA were that simple.
Case in point...
- You work with 3 CPA networks
- Each has their own tracking tag that their terms require payment be based off of
- A conversion comes in and each network registered an impression (or heck, even a click) before the visitor in question signed up.
Who gets the credit?
Well, if you don't have an agreement that states billing is done off of numbers from YOUR ad server, where you can dedupe and set an attribution model that makes sense for your particular business, the answer is that all of them will.
So you are paying 3x when realistically odds are that not all of them should get full credit. Hell, that doesn't even factor in other channels like organic, social, etc. that all likely played a role as well.
This is what it's called:
http://en.wikipedia.org/wiki/Cost_per_action
It's been about for a long time.
Except not all conversions are human either. That's the "new" problem.