{"id":348,"date":"2018-06-18T21:30:03","date_gmt":"2018-06-18T14:30:03","guid":{"rendered":"https:\/\/louisandreas.com\/?p=348"},"modified":"2018-07-24T00:42:47","modified_gmt":"2018-07-23T17:42:47","slug":"memilih-attribution-window-yang-tepat","status":"publish","type":"post","link":"https:\/\/louisandreas.com\/facebook\/memilih-attribution-window-yang-tepat\/","title":{"rendered":"Memilih Attribution Window yang Tepat"},"content":{"rendered":"

Masih berhubungan dengan cara membaca data iklan<\/a>, kali ini kita akan membahas tentang bagaimana memilih attribution window (jendela atribusi) yang tepat di Facebook. Pertama-tama, mari kita pelajari dulu tentang attribution window.<\/p>\n

 <\/p>\n

Apa itu Attribution Window?<\/h1>\n

Attribution window atau jendela atribusi merupakan rentang waktu antara saat audience melihat iklan kita, dengan saat mereka melakukan suatu tindakan berdasarkan iklan tersebut. Misalnya, seorang user Facebook melihat iklan sepatu dari sebuah toko online di hari Senin, namun tidak langsung membeli pada saat itu juga. Kemudian ia membeli sepatu tersebut di hari Rabu. Artinya, ada jeda 2 hari antara saat ia melihat iklan dengan saat ia membeli sepatu.<\/p>\n

 <\/p>\n

Mengenal Attribution Window di Facebook<\/h2>\n

Facebook menganut model atribusi\u00a0last touch<\/em>, yang artinya Facebook menghitung suatu tindakan itu dipengaruhi oleh suatu iklan bukan hanya berdasarkan klik, namun juga\u00a0view<\/em>. Pembahasan mengenai model atribusi akan kita bahas lebih detail di artikel lain.<\/p>\n

Secara default, jendela atribusi yang digunakan Facebook adalah\u00a028 days post click, 1 day post<\/em><\/strong>\u00a0view<\/strong><\/em>. Artinya, Facebook menghitung suatu tindakan itu dipengaruhi oleh suatu iklan apabila tindakan tersebut dilakukan dalam rentang waktu 28 hari setelah user mengklik iklan, atau\u00a0<\/strong><\/em>1 hari setelah melihat iklan tanpa mengklik iklan tersebut.<\/p>\n

Jadi, misalkan kita melihat iklan sepatu di tanggal 1 Juni dan mengklik iklan tersebut. Apabila kita membeli di toko online yang mengiklankan sepatu tersebut sebelum tanggal 29 Juni, pembelian kita akan dihitung sebagai akibat dari iklan yang kita lihat. Namun apabila kita membeli setelah 28 hari, tentunya pembelian kita tidak akan dihitung (28 days post click<\/strong><\/em>).<\/p>\n

Skenario lainnya, apabila\u00a0kita melihat iklan sepatu di tanggal 1 Juni tetapi tidak mengklik iklan tersebut. Tindakan kita hanya akan dihitung apabila kita membeli sebelum esok hari berakhir (1 day post view<\/strong><\/em>).<\/p>\n

 <\/p>\n

Mengubah Attribution Window<\/h2>\n

Jendela atribusi bisa kita ubah. Caranya, di dashboard Ads Manager, klik di tombol\u00a0Column<\/em>, kemudian pilih\u00a0Customize Columns<\/em>.<\/p>\n

\"cara<\/p>\n

 <\/p>\n

Di bagian kanan bawah klik\u00a0Comparing Windows<\/em>. Akan muncul pilihan attribution window yang tersedia.<\/p>\n

\"facebook<\/p>\n

 <\/p>\n

Masing-masing\u00a0post click<\/em>\u00a0dan post view<\/em> mempunyai pilihan window yang sama: 1 day, 7 days, dan 28 days. Mekanismenya sama dengan yang sudah dijelaskan di atas, hanya berbeda di rentang harinya saja. Sebagai contoh, saya pilih 7 days post click dan 7 days post view.<\/p>\n

\"attribution<\/p>\n

 <\/p>\n

Dari gambar di atas terlihat dashboard Ads Manager saya kini menampilkan penjabaran berdasarkan jendela atribusi. Contohnya untuk kolom\u00a0Results<\/em>,\u00a0hasilnya secara default ada di kotak berwarna merah<\/strong>. Kotak biru<\/strong> menunjukkan angka hasil 7 days post view, dan kotak hijau<\/strong> menunjukkan angka hasil 7 days post click.<\/p>\n

 <\/p>\n

Bagaimana Memilih Attribution Window yang Tepat untuk Saya?<\/h3>\n

Untuk menjawab pertanyaan ini, sebagai advertiser kita harus terlebih dahulu memahami kebiasaan pelanggan kita terhadap produk yang kita jual.<\/p>\n

Sebagai contoh, produk seperti pakaian atau makanan mungkin tidak memerlukan waktu lama untuk seseorang membuat keputusan. Jadi mungkin kita bisa memilih window 1 hari atau 7 hari. Waktu 28 hari mungkin terlalu lama untuk membuat keputusan soal makanan, sehingga menggunakan window 28 hari bisa jadi membuat data kita kurang akurat. Namun untuk produk seperti smartphone atau furnitur, mungkin dibutuhkan waktu lebih lama. Dengan demikian mungkin bisa dipilih window 7 hari atau 28 hari.<\/p>\n

Sedangkan untuk pilihan\u00a0post click\u00a0<\/em>dan post view,<\/em>\u00a0saya sarankan untuk memilih keduanya. Berdasarkan pengalaman saya, ada sebagian orang yang cenderung tidak melakukan klik terhadap iklan namun tetap membeli\/melakukan tindakan di website kita dengan langsung mengetikkan URL website kita di browser.<\/p>\n

Pada akhirnya, pemahaman kita terhadap pelanggan dan produk yang kita jual akan sangat membantu kita dalam menentukan rentang jendela atribusi yang harus kita gunakan.<\/p>\n

 <\/p>\n

Pertanyaan yang Sering Muncul<\/h3>\n

Q: Apakah tindakan yang dilakukan dalam rentang 1 hari termasuk juga dalam window 7 hari dan 28 hari?<\/strong><\/p>\n

A: Ya, termasuk. Demikian juga dengan tindakan yang dilakukan dalam rentang 7 hari termasuk dalam window 28 hari.<\/p>\n

 <\/p>\n

Q: Saya mempunyai 2 iklan (A dan B), kemudian seorang user melihat iklan A dan iklan B. Apabila ia melakukan tindakan, iklan mana yang akan dihitung menghasilkan tindakan tersebut?<\/strong><\/p>\n

A: Iklan yang terakhir diklik<\/a>. Apabila tidak ada iklan yang diklik, akan dihitung berdasarkan iklan yang terakhir dilihat.<\/p>\n

 <\/p>\n

What do you think?<\/em><\/h4>\n

Apakah anda punya pengalaman dengan penggunaan attribution window? Tulis komentar atau pertanyaan anda pada kolom di bawah ini,<\/p>\n

Have a great week ahead!<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Masih berhubungan dengan cara membaca data iklan, kali ini kita akan membahas tentang bagaimana memilih attribution window (jendela atribusi) yang tepat di Facebook. Pertama-tama, mari kita pelajari dulu tentang attribution window.   Apa itu Attribution Window? Attribution window atau jendela Read more…<\/a><\/p>\n","protected":false},"author":1,"featured_media":357,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-348","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-facebook"],"yoast_head":"\nMemilih Attribution Window yang Tepat – louisandreas.com<\/title>\n<meta name=\"description\" content=\"Masih berhubungan dengan cara membaca data iklan, kali ini kita akan membahas tentang attribution window (jendela atribusi) di Facebook.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/louisandreas.com\/facebook\/memilih-attribution-window-yang-tepat\/\" \/>\n<meta property=\"og:locale\" content=\"id_ID\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta 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