CPAだけで判断するな!アトリビューションの重要性

Web広告の種類や媒体、手法はどんどん増え、拡大しています。様々な手法を併用して運用することも多くなりました。それに伴い、近年アトリビューションという考え方が重要視されるようになりました。
広告の成果といえば直接CV数(ラストクリック)で評価されることが多く、CPA重視で判断することが多いもの。しかし、CVに至るまでには他の広告を見た、SNSでいいね!をしたというきっかけがあったり、ブログを見たりする経緯があるのです。ユーザーは「比較検討」したり、いろいろな情報を得た上で購入や登録などのCVに至るということ。その中で、それぞれのマーケティング施策が実際どれだけCVに貢献しているかを計測、分析すること、それがアトリビューションです。
もちろん、直接集客につながるCVを獲得できる媒体でのCPAは重要です。しかし、そのラストクリックだけを重視していると間違った判断をし兼ねません。
こんなことがありました・・・
ECサイトのリスティング広告で、検索連動型広告とディスプレイ広告を配信していたのですが、CVは検索連動型広告がほとんどでCPAも安く取れている。ディスプレイ広告はクリック数は多いがCPAも高いしCVがあまり上がらない。ディスプレイ広告は無駄だ、効果がないと判断し、ディスプレイ広告の配信を停止したら検索連動型広告のCV数が減少し、結果的に全体のCPAも上がってしまったのです。
これを分析すると・・・
CVに至ったユーザーは最初から検索連動型広告をクリックしてCVしたのではなく、ディスプレイ広告を経由して最終検索連動型広告からCVしたということ。もしディスプレイ広告が直接ではなく、間接的にCVに貢献していることがわからなければ、「ディスプレイ広告は効果がない」という誤った判断になります。
この場合、そもそもディスプレイ広告でユーザーとのファーストコンタクトがなければ、検索連動型広告でのCVもなかったと考えられます。どうしてもCPA重視になり、今すぐ客だけを追い求めたくなりますが、そればかりしていると、見込み客を集めることはできません。この間接効果を数値化して、CVがどの経路を通ってCVに至ったかが分かれば、ディスプレイ広告にどれだけ広告費をかけるべきか、ということも明確になります。
アトリビューションを取り入れると・・・
さまざまな広告媒体に加え、ソーシャルメディア、ブログなどさまざまな施策を併用していることが多いです。その中で、最初に何を目にしたか どの施策、どの手法がどのように貢献しているかを知ることは、点と点を結ぶような形でビジネス全体の売上につながります。
現在は、このアトリビューションも簡単に計測することができます。Google アナリティクスでもアトリビューション機能がありますが、さらに独自のツール「Googleアトリビューション(Google Attribution)」を開始しました。特にGoogleアナリティクス、アドワーズ、ダブルクリックのデータを分析できるようになっています。また、Facebookでもアトリビューションツールを取り入れています。
アトリビューションの考え方を導入することで、それぞれの施策を適切に評価することで、マーケティング施策全体の最適化・最大化を目指すことが可能になります。アトリビューションの指標も一つではなく、最初にクリックされたとされるファーストクリック、クリックはしていないけれど広告を見たとされるビュースルー、バナー広告をクリックしたかどうかの評価としてクリックスルーというような指標があります。アトリビューションを計測することは、特に貢献度を図ることが難しいソーシャルメディアの活用方法や重要度を見極めるポイントにもなります。ビジネスやキャンペーンの内容に合わせて分析する必要があります。
まとめ
直接集客につながるCVを獲得できる媒体でのCPAが分かりやすく数値化もしやすいので、アトリビューションが大事だと分かっていても実際、これに基づいて判断していくのは難しいものです。最終はCVを上げることですが、そこに至るまでのプロセスを分析して、全体を通して認知からCVを最大化させる流れを作り上げることが、目先だけでなく先を見た戦略が立てられると言えるでしょう。
前職はウエディングプランナー。現在は、2人の育児をしながらリスティング広告、Facebook広告などのweb広告運用やセミナーを開催。多角的視点から考える広告運用やマーケティング情報をお届けします。
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2023年03月28日 19:01
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