Ralph and John Moran get into the complexities of multi-channel attribution, with a strong focus on YouTube's challenges and potential for growth. He and John break down how businesses can better understand YouTube’s role in driving conversions, even when the platform's metrics might make it seem like the weak link. They talk about real-world testing strategies, including post-purchase surveys and ad copy tweaks, to capture a clear picture of what works. By taking a holistic approach, Ralph explains how YouTube, Facebook, and Google Performance Max can work together to reveal surprising insights, making this episode essential listening for marketers looking to scale smartly.

Chapters

• 00:00:00 - Kickoff: Setting the Stage for Success
• 00:00:39 - Cracking the Code: YouTube Attribution Challenges
• 00:01:53 - Solutions in Focus: Navigating Multi-Channel Attribution
• 00:06:09 - Beyond Basics: Why Post-Purchase Surveys Matter
• 00:11:40 - Real Results: The Pet Hair Rake Case Study
• 00:20:46 - Ad Testing for YouTube Optimization
• 00:36:08 - YouTube vs. PDP: Game-Changing Landing Page Tactics
• 00:37:13 - Facebook vs. YouTube Showdown: Which Ad Wins?
• 00:44:00 - Agency Success Blueprint: Building from the Ground Up
• 00:46:51 - Mastering Metrics: Advanced Attribution Tactics
• 00:53:01 - Rapid-Fire Wisdom: Marketing Takeaways You Need
• 00:58:28 - Wrapping Up: Lasting Insights and Takeaways

LINKS AND RESOURCES:

• Get Your Marketing Performance Indicators™ Checklist Now!
• KnoCommerce
• Shopper Approved
• Tier 11 Jobs
• Tier 11 on YouTube
• Perpetual Traffic on YouTube
• Tiereleven.com
• Mongoose Media
• Perpetual Traffic Survey
• Perpetual Traffic Website
• Follow Perpetual Traffic on Twitter
• Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

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Mentioned in this episode:

AdCritter for Agencies

Tier 11 Data Suite