{"id":6430,"date":"2024-04-30T11:46:22","date_gmt":"2024-04-30T15:46:22","guid":{"rendered":"https:\/\/www.pertinencemedia.com\/?p=6430"},"modified":"2024-04-30T11:46:26","modified_gmt":"2024-04-30T15:46:26","slug":"comprendre-les-differents-modeles-dattribution-des-plateformes-publicitaires","status":"publish","type":"post","link":"https:\/\/www.pertinencemedia.com\/fr\/blog\/comprendre-les-differents-modeles-dattribution-des-plateformes-publicitaires\/","title":{"rendered":"Comprendre les diff\u00e9rents mod\u00e8les d&rsquo;attribution des plateformes publicitaires"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Vous cherchez \u00e0 comprendre la diff\u00e9rence entre les mod\u00e8les d\u2019attribution des plateformes publicitaires? Vous \u00eates \u00e0 la bonne place.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La compr\u00e9hension des mod\u00e8les d\u2019attribution publicitaire est essentielle \u00e0 l\u2019analyse de performance de vos campagnes. Chaque plateforme a sa propre fa\u00e7on de pr\u00e9senter ses conversions, bas\u00e9e sur 2 \u00e9l\u00e9ments : <strong>le mod\u00e8le d\u2019attribution<\/strong>, ainsi que <strong>la fen\u00eatre d\u2019attribution<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Les mod\u00e8les d&rsquo;attributions<\/strong> sont des r\u00e8gles qui d\u00e9terminent la fa\u00e7on dont les plateformes comptabilisent des conversions, selon les diff\u00e9rents points de contact dans le parcours client.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>La fen\u00eatre d&rsquo;attribution <\/strong>identifie le nombre de jours pendant lesquels une conversion peut \u00eatre enregistr\u00e9e dans la plateforme,\u00a0 \u00e0 la suite d&rsquo;une interaction avec l&rsquo;une de vos annonces. Les interactions possibles varient selon les plateformes, et peuvent se comptabiliser sous forme d\u2019impressions, de clics, de partages etc.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Voici les informations pertinentes \u00e0 savoir pour chacune des plateformes publicitaires populaires:<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\"><strong>Google Analytics (GA4)<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Mod\u00e8le d\u2019attribution de base: Cross-Channel-<em>Data-Driven<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Fen\u00eatre d\u2019attribution de base: <em>\u00a030-days<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em><em>Google distribue le cr\u00e9dit selon les \u00e9v\u00e9nements (Events) historiques. Il utilise les donn\u00e9es de votre compte pour calculer la contribution r\u00e9elle de chaque visite.<\/em><\/em><\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\"><strong>Meta Ads Manager<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Mod\u00e8le d\u2019attribution de base: <em>Last Click<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Fen\u00eatre d\u2019attribution de base: <em>\u00a07-days click <\/em>ou<em> 1-day view<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em><em>TOUT le cr\u00e9dit de la conversion est attribu\u00e9 \u00e0 la <\/em><strong><em>derni\u00e8re<\/em><\/strong><em> annonce que la personne a vu ou cliqu\u00e9.<\/em><\/em><\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\"><strong>Google Ads<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Mod\u00e8le d\u2019attribution de base: <em>Data-Driven<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Fen\u00eatre d\u2019attribution de base: <em>\u00a030-days click <\/em>ou<em> 1-day view<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Google distribue le cr\u00e9dit selon les \u00e9v\u00e9nements (Events) historiques. Il utilise les donn\u00e9es de votre compte pour calculer la contribution r\u00e9elle de chaque interaction par clic.<\/em><\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\"><strong>LinkedIn Ads<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Mod\u00e8le d\u2019attribution de base:\u00a0 <em>Last Click<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Fen\u00eatre d\u2019attribution de base: <em>\u00a030-days click <\/em>ou<em> 7-days view<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>TOUT le cr\u00e9dit de la conversion est attribu\u00e9 \u00e0 la <\/em><strong><em>derni\u00e8re<\/em><\/strong><em> annonce que la personne a vu ou cliqu\u00e9.\u00a0<\/em><\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\"><strong>Pinterest Ads<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Mod\u00e8le d\u2019attribution de base:\u00a0 <em>First Click<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Fen\u00eatre d\u2019attribution de base: <em>\u00a030 days clicked &#8211; 30 days viewed<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em><em>TOUT le cr\u00e9dit de la conversion est attribu\u00e9 \u00e0 la <\/em><strong><em>premi\u00e8re <\/em><\/strong><em>annonce que la personne a vu ou cliqu\u00e9.<\/em><\/em><\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\"><strong>TikTok Ads<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Mod\u00e8le d\u2019attribution de base:\u00a0 <em>Last Click<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Fen\u00eatre d\u2019attribution de base: <em>\u00a07-days click ou 1-day view<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em><em>TOUT le cr\u00e9dit de la conversion est attribu\u00e9 \u00e0 la <\/em><strong><em>derni\u00e8re<\/em><\/strong><em> annonce que la personne a vu ou cliqu\u00e9.<\/em><\/em><\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\"><strong>X for Business (Twitter)<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Mod\u00e8le d\u2019attribution de base:\u00a0 <em>Last Click<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Fen\u00eatre d\u2019attribution de base: <em>\u00a014-days click ou 1-day view<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em><em>TOUT le cr\u00e9dit de la conversion est attribu\u00e9 \u00e0 la <\/em><strong><em>derni\u00e8re<\/em><\/strong><em> annonce que la personne a vu ou cliqu\u00e9.<\/em><\/em><\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\"><strong>Microsoft Ads<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Mod\u00e8le d\u2019attribution de base:\u00a0 <em>Last Click<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Fen\u00eatre d\u2019attribution de base: <em>\u00a030-days click ou 1-day view<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em><em>TOUT le cr\u00e9dit de la conversion est attribu\u00e9 \u00e0 la <\/em><strong><em>derni\u00e8re<\/em><\/strong><em> annonce que la personne a vu ou cliqu\u00e9.<\/em><\/em><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Exemple d\u2019un parcours client:<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Fr\u00e9d\u00e9rick ach\u00e8te un meuble, suite \u00e0 plusieurs touches Marketing.<\/em><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><em>Fr\u00e9d\u00e9rick d\u00e9couvre l\u2019entreprise sur Pinterest (visite du site internet)<\/em><\/li>\n\n\n\n<li><em>2 jours plus tard, il se fait recibler par une publicit\u00e9\u00a0 (2\u00e8me visite sur le site)<\/em><\/li>\n\n\n\n<li><em>2 jours plus tard, il fait une recherche sur google et visite le site de fa\u00e7on organique<\/em><\/li>\n\n\n\n<li><em>2 jours plus tard, il\u00a0 fait une recherche sur Google, mais clique sur une annonce Search, et proc\u00e8de \u00e0 l\u2019achat<\/em><\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Attribution de Pinterest : 100% de la vente<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em><em>Attribution Facebook: 100% de la vente<\/em><\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Attribution Google Ads: 50% de la vente<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em><em>Au final,\u00a0 pour une seule transaction, la vente est comptabilis\u00e9e 3 fois sur l\u2019ensemble des plateformes publicitaires.<\/em><\/em><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Lorsque vous tentez d\u2019analyser les performances de votre campagne, il est important de garder en t\u00eate l\u2019objectif du mod\u00e8le d\u2019attribution de la\u00a0 plateforme. Une plateforme comme Pinterest a un mod\u00e8le d\u2019attribution tr\u00e8s lousse, et qui attribuera \u00e9norm\u00e9ment de conversions \u00e0 ses campagnes.\u00a0 Au contraire, une plateforme comme Google Analytics sera beaucoup plus stricte sur l\u2019attribution d\u2019une conversion.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Chez Pertinence Media, nous conseillons de toujours compl\u00e9menter votre analyse de plateforme publicitaire avec vos r\u00e9sultats de Google Analytics. La r\u00e9elle contribution de vos campagnes se trouvera probablement quelque part entre les 2 chiffres pr\u00e9sent\u00e9s.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Vous cherchez \u00e0 comprendre la diff\u00e9rence entre les mod\u00e8les d\u2019attribution des plateformes publicitaires? Vous \u00eates \u00e0 la bonne place. La compr\u00e9hension des mod\u00e8les d\u2019attribution publicitaire est essentielle \u00e0 l\u2019analyse de performance de vos campagnes. Chaque plateforme a sa propre fa\u00e7on de pr\u00e9senter ses conversions, bas\u00e9e sur 2 \u00e9l\u00e9ments : le mod\u00e8le d\u2019attribution, ainsi que la [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":6431,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"0","ocean_second_sidebar":"0","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"0","ocean_custom_header_template":"0","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"0","ocean_menu_typo_font_family":"0","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"0","osh_disable_topbar_sticky":"default","osh_disable_header_sticky":"default","osh_sticky_header_style":"default","osh_sticky_header_effect":"","osh_custom_sticky_logo":0,"osh_custom_retina_sticky_logo":0,"osh_custom_sticky_logo_height":0,"osh_background_color":"","osh_links_color":"","osh_links_hover_color":"","osh_links_active_color":"","osh_links_bg_color":"","osh_links_hover_bg_color":"","osh_links_active_bg_color":"","osh_menu_social_links_color":"","osh_menu_social_hover_links_color":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"off","ocean_gallery_id":[],"footnotes":""},"categories":[431],"tags":[],"ppma_author":[539],"class_list":["post-6430","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-numerique","entry","has-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Diff\u00e9rencier les mod\u00e8les d&#039;attribution des plateformes publicitaires.<\/title>\n<meta name=\"description\" content=\"Vous cherchez \u00e0 comprendre la diff\u00e9rence entre les mod\u00e8les d\u2019attribution des plateformes publicitaires? Vous \u00eates \u00e0 la bonne place. La compr\u00e9hension des Chaque plateforme a sa propre fa\u00e7on de pr\u00e9senter ses conversions, bas\u00e9e sur 2 \u00e9l\u00e9ments : le mod\u00e8le d\u2019attribution, ainsi que la fen\u00eatre d\u2019attribution\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.pertinencemedia.com\/fr\/blog\/comprendre-les-differents-modeles-dattribution-des-plateformes-publicitaires\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Diff\u00e9rencier les mod\u00e8les d&#039;attribution des plateformes publicitaires.\" \/>\n<meta property=\"og:description\" content=\"Vous cherchez \u00e0 comprendre la diff\u00e9rence entre les mod\u00e8les d\u2019attribution des plateformes publicitaires? Vous \u00eates \u00e0 la bonne place. 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