First Party Attribution from Truly Analytics

Truly Analytics introduces First-Party Attribution: Defeat Inflated Conversions with Pure Analytics ¶

Marketing attribution makes no sense - every conversion is claimed multiple times across Google Ads, Meta, affiliate networks, email platforms and influencers at the same time. Each system uses its own attribution window, identity model and reporting rules. The result is often several platforms collectively claiming far more revenue than the business actually generated.

Truly Analytics takes a simpler starting position:

Our campaign attribution feature captures campaign information directly from incoming traffic and makes it available alongside page views, engagement events and conversions directly inside Google Analytics.

It is a simple first-party record of the campaign data that genuinely arrived with the visitor and the resulting conversion.

Capturing the Campaign Data We Actually Receive ¶

Campaign tracking normally relies on parameters added to an incoming URL, commonly known as UTM parameters. These values usually identify details such as:

• Campaign Name
• Campaign ID
• Source
• Medium

When a visitor arrives through a tagged campaign URL, Truly Analytics extracts these values from the request. It then sends the campaign context into Google Analytics using a dedicated event, while categorising the values and parameters to make them easily searchable and attributable within Google Analytics directly.

The result being that Truly Analytics preserves an explicit record of what actually happened rather than relying entirely on third party interpretations. This way your campaign values remain available for direct reporting and analysis internally without having to cross factor across your referrers.

More Than UTM Reporting ¶

Due to the way Truly Analytics integrates with Google Analytics, once First Party Attribution is detected it can be tracked alongside:

• Page views
• Landing pages
• Scroll activity
• Video engagement
• Downloads
• Form submissions
• Key events
• Purchases

Now your First Party Attribution can directly answer:

What did visitors from this campaign actually do during the session?

A campaign might generate a large number of visits and a high bounce rate. Another campaign may produce fewer visits while generating deeper engagement and more conversions.

By retaining the campaign information directly alongside and mapped to the session’s behavioural data, Truly Analytics surfaces what your business needs to know directly in Google Analytics.

Attribution and Influence Are Different Questions ¶

Attribution reporting often combines two separate questions.

The first is:

Which campaign should own this conversion?

The second is:

Which previous interactions may have influenced the customer?

Truly Digital is an engineering company first, and we could not abide our attribution not matching exactly with our conversion rate. We can’t talk influence if we can’t previously map our conversions on a 1:1 basis.

A Practical Addition to Google Analytics ¶

First Party Attribution complements Google Analytics rather than replaces the current attribution reporting. Google Analytics continues to provide its own campaign dimensions, channel classifications and attribution models and it continues its products focus on PPC advertising analytics.

Truly Analytics adds a separate, inspectable record of the campaign information received by the analytics infrastructure outside of PPC. This includes adblocked users, influencers, cross posting, directory referrals and more.

Now in one platform Truly Analytics lets Google Analytics compare:

• The raw campaign values across all sources
• The session behaviour following every campaign visit
• The direct conversions associated with that activity

For businesses already using Google Analytics, the feature does not require the adoption of a separate enterprise attribution platform - you keep Google Analytics but Truly Analytics makes it work for you!