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Vanguard Retail

Cross Device Attribution

Client

Vanguard

Challenge

Properly capture mobile impressions within our digital campaigns to credit the impact of mobile advertising on desktop conversions

Insight

Vanguard’s conversions are primarily on desktops, and while the campaigns are designed to be desktop-only, upwards of 12% of impressions still serve on mobile devices (smartphones and tablets).

Solution

We developed a customized tech stack using an ad tech partner that injected mobile specific data into our fractional attribution solution.

Result

  • In the first quarter after the pixel implementation and without launching dedicated mobile media, the campaign captured an additional 9% desktop conversions which only had mobile touchpoints (and would otherwise not have been attributed to paid media), and credited for driving millions of dollars in NPV.

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