Digital Media Buying

Being asked by multiple parties on how to best serve paid social so that it can be better tracked by 3rd party analytics /attribution tools. Having discussions around serving via DCM. Thoughts?

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Any non-Facebook owned solution is going to be click-based only. It depends on where your investments are and what everything else is tagged with, but avoid having two sources of media truth if you can. If everything else is tagged via DCM, at least tag Social with clicktrackers for some deduping.

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This makes sense, if you left social tagged with DCM. Unless DCM is tagged with social this is always going to be the case. My advice - prioritize based on investment. If you spend more on social tagged media, use social numbers. Otherwise use DCM. It's likely that DCM is going to have a wider breadth of tagged media though

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Dcm is not the best for social. I am thinking here you are spending a lot of money on Facebook. lt might be worth looking at Facebook Attribution.

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My questions are always what’s your goal and what’s your stack, because no measurement is perfect (if it was...we’d all buy it?). DCM is...fine...usually...esp when you are using their stack. But it really depends on your goal and your tech as your “source of truth” should be prioritized accordingly.

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