Broadcast attribution
Broadcast attribution is the link between a specific broadcast and the deals and revenue that followed it. It shows which launches bring money and which only produce activity.
What it looks like
A broadcast went out on Monday. By Friday some recipients had paid. Attribution tries to answer a simple question: which of that money came because of the broadcast, and which would have come anyway.
Why it matters
Messages sent and delivered say nothing about money. A broadcast that everyone noticed may bring no payments at all, while a modest launch to the right people can pay for itself. Without attribution, decisions are made on feeling: what looked good gets repeated.
What to do
Agree on the rule in advance: how long after a broadcast a result still counts as its effect. Keep the rule simple and the same for every launch, or launches cannot be compared.
Remember the limit: a link is not a cause. A client might have bought without the broadcast. Comparing launches with each other and watching the trend is more useful than trusting one attractive figure. And ask yourself the uncomfortable question: which of the things we repeat bring money, and which are simply habit.
More in Signals
- Which broadcast brought in money: measure results, not messages sentTo tell which broadcast brought money, look at people rather than messages sent: who replied, who bought, how much they paid. The company needs an honest answer: what to credit to the broadcast and what would have happened anyway, how one run differed from another, and what it cost once complaints and lost numbers are counted.
- What a messenger sales team really costs and where it loses moneyA sales team in messengers costs more than salaries: money also leaks out through seven channels. These are slow replies, abandoned conversations, forgotten follow-ups, a sales rep leaving with the client base, blocked numbers, broadcasts with no result and broken payment promises. Each leak can be sized on your own numbers: lost conversations times your close rate times your average deal.