In marketing, attribution is the identification of a set of user actions that contribute in some manner to a desired outcome, and then the assignment of a value to each of these events.
What does that mean in the context of Smart Audience advertising? It means we're able identify what streams and listeners were directly driven by the advertisement, to help understand the effectiveness and return on your ad spend. It's a very difficult thing to do, and the world of music streaming is notoriously closed off when it comes to attribution, since the streaming retailers withhold that info. That's why we took on the challenge of finding a way to show you attribution metrics for your Smart Audience advertisements!
How do I see attribution for Smart Audience advertisements?
Once you've created and launched a Smart Audience ad, you'll have the ability to see the attribution data for your advertisement after you've provided us with at least one Comparison ad you've previously run outside of Dispatch and the track, release, or playlist it was promoting.
You can start that process to select the Comparison ad from 1) the Ad Creation Confirmation modal that will appear after launching an ad, 2) the Ad Suite dashboard "Manage Comparison Ads" option, or 3) from an ad's analytics page (if the workspace does not have any comparison ads yet)
A few days after the ad has completed, we'll notify you when the attribution data is ready to view
Why do I need to Compare a past advertisement?
Advertising attribution is very tricky to understand without the proper context and comparison. The reason you need to provide a past ad is to provide that context for the comparison between the two. Besides that, we believe so highly in our Smart Audience ads that we want to prove to you how effective they are at driving streams compared to your previous advertising!
Why can't I get Attribution Metrics?
In order for us to calculate the attribution metrics, we need to be able to establish a baseline of activity. Due to that requirement, you may not be able to calculate these metrics if the ad you created was launched less than 4 weeks after the track it was advertising was released.
If you don't see any prompts to for attribution metrics on your ad's analytics page, then we may need to enable that setting on your Dispatch workspace. Please reach out to firstname.lastname@example.org with your label manager copied.