Additionally, with dynamic ads, it’s easier to scale personalization without needing to create hundreds of unique ad creatives.
How To Track And Measure Success
Tracking cross-channel performance is essential to refine your strategies over time.
In order to monitor and measure your campaigns effectively, follow the steps below.
1. Implement Unified Tracking
Ensure you have comprehensive tracking mechanisms in place across all channels.
Using tools like Google Analytics, Tag Manager, and platform-specific pixels allows you to gather insights into user behavior and conversion paths.
A great unified tracking tool to implement is Google Tag Manager (GTM). If you’re running ads on multiple channels, it really simplifies the process of managing tags into one cohesive solution.
Additionally, there are cross-channel attribution software tools that help you gain better visibility on how each channel contributes to overall performance.
2. Leverage Multi-Touch Attribution Models
Single-touch attribution (e.g., last-click) often fails to capture the full picture of user engagement across channels.
Multi-touch attribution models, such as linear or time-decay, give credit to all touchpoints within the buyer journey.
By default, Google Analytics 4 (GA4) uses the data-driven attribution model. This model uses machine learning and historical data to give credit to each marketing touchpoint that leads to a conversion.
Other attribution models available include:
Linear Model: Distributes equal credit to all touchpoints.
Time-Decay Model: Gives more credit to touchpoints closer to conversion.
Position-Based Model: Assigns 40% credit to the first and last interaction, with the remaining 20% distributed among the middle touchpoints.
Best Practices For Cross-Channel Remarketing
Optimizing your cross-channel campaigns is an ongoing process. It should not be seen as a “set and forget” strategy because there are so many underlying factors that contribute to stellar or poor performance.
Here are some best practices to get you started.
1. Set Appropriate Frequency Capping
Avoid overwhelming users by setting frequency caps to limit the number of times they see your ad within a specific timeframe.
In most platforms, impression capping is found in the campaign or ad group settings.
Additionally, some platforms offer more advanced frequency capping options by hour, day, or lifetime.
2. Align Your Messaging With The User Journey
Ensure your remarketing messages correspond to the user’s stage in the buyer journey.
A first-time site visitor might see an ad highlighting product benefits, while a cart abandoner could receive an ad with a discount code.
A very basic user journey messaging alignment example could be:
Top-of-Funnel (TOFU): Showcase educational content or brand stories.
Middle-of-Funnel (MOFU): Focus on product features, customer reviews, and case studies.
Bottom-of-Funnel (BOFU): Include promotions, limited-time offers, or free trials.
After Purchasing (Retention): Provide rewards for product reviews, refer-a-friend promotions, or affiliate messaging.
3. Monitor And Optimize Performance
Track key metrics such as click-through rate (CTR), conversion rate, and return on ad spend (ROAS).
Use A/B testing to find the best-performing creatives and make data-driven adjustments.
Some optimization tips include:
Rotate Creatives Regularly: Swap out ad creatives every few weeks to avoid ad fatigue.
Review Audience Overlap: Ensure that your audiences across platforms don’t overlap excessively, leading to inefficiencies.
Analyze Competitor Strategies: Use third-party tools to review competitors’ cross-channel strategies and adjust yours accordingly.
Cross-Channel Challenges And How To Overcome Them
Cross-channel remarketing success doesn’t come without its hurdles.
A few common challenges (and solutions) to consider when embarking on your cross-channel strategy:
Attribution Complexity: Determining which channel deserves credit for a conversion can be tricky. Use multi-touch attribution models to better understand how each channel contributes to user actions.
Budget Management: Distributing budget effectively across channels can be challenging. Regularly review your budget allocation and adjust based on performance.
Creative Fatigue: Users may grow tired of seeing the same ads repeatedly. Rotate creatives regularly to keep content fresh and engaging.
Cross-Channel Marketing Requires A Balance
Cross-channel remarketing is a powerful tool for engaging users and boosting your conversion rates.
By understanding your audience, diversifying your platforms, and optimizing your creative strategy, you can create a cohesive experience that guides potential customers from awareness to action.
Implement these practices to ensure your campaigns resonate with your audience and maximize ROI.
The reality is, cross-channel marketing requires a balance of strategy, testing, and monitoring.
Stay adaptable, keep an eye on what resonates with users, and be ready to refine your approach.
More resources:
Featured Image: Vitalii Vodolazskyi/Shuttestock