Facebook Reigns Supreme for social media eCommerce Attribution

facebook videos

Small business eCommerce owners often struggle to figure out where to place their marketing Dollars. Social media has proven to be a success for many, but with so many choices, on which platform should you promote?

Is Snapchat, the latest darling of social media, an excellent opportunity? Could Instagram, which now touts over 800 million active users, be a better option? And then there are the old standbys such as Facebook and Twitter.

Open Influence, a creative and data-driven influencer marketing service, decided to find out. The company has worked with major brands such as Ford, Disney, Dove, Bose, Coca-Cola, Levis, Puma, Air France, and many more.

We think that gives their report a lot of credibility. And to keep the results simple, we created an an easy to read infographic:

Facebook Reigns Supreme and No Other social media Platform is Close

The graphic says it all, and we summarized it in the headline. There is no real competition when it comes to social media attribution.

For this study, this is based on a single click (last click) attribution model.

There are more sophisticated analytics services that try to attribute the success of a campaign to multiple impressions. In our Google I/O 2017 article, we discussed Google’s new approach to this.

But let’s be honest, most small businesses are not going to dig that deep into their marketing. They will look at last click and make decisions based on that metric.

While it may not be 100% accurate, it does provide a significant metric for marketing decisions.

Do Other Platforms Really Not Matter?

It is a bit unfair to dismiss other social media platforms. While Facebook is well ahead of everyone else, even by shear active users now being over 2 billion, Instagram as a visual marketing tool for fashion or accessories is still a very valid option.

Recent changes by Instagram that allow shoppable post and are now part of BigCommerce and Shopify integrations may help the platform rise in attributable conversion.

YouTube at 4.5% is still pretty exciting for more complex products that benefit from video explanation versus images and text only.

But if you have to choose due to time constraints or budget issues, then Facebook is the place to go. And it doesn’t look like that will significantly change anytime soon.

We love to hear your thoughts about social media marketing. What platform has worked best for you? Drop us a line in the comments section below.


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