Incrementality Platform Reviews
LeadsRx is a multi-touch attribution company founded in 2015. The company has 16 employees, mostly based out of Portland. LeadsRx has been bootstapped since their inception.
LeadsRx offers various attribution products:
- LeadsRx Attribution (Multi-touch attribution product)
- Dealers Attribution (a b2b product for car dealerships)
- Agency Attribution
- Broadcast Attribution
Multi-Touch attribution is a method to track users every engagement with advertising, to create a map of a customer journey from the point of Awareness (of a brand) to the point of Action (registration or purchase). Multi-touch attribution is the holy grail.
Being able to map every interaction the user had, AND also understand what is the impact of each engagement so that Advertisers can better allocate their budget amongst all mediums, platforms accordingly.
Multi-Touch attribution, like the holy grail, is either a myth or was never found.
There are simply a) too many variables , b) the data is unavailable , c) it’s like putting a banana on a slide
Adding insult to injury –
LeadsRx tracking uses a Universal Conversion Tracking Pixel
Pixel technology has almost been completely deprecated several years ago, as all web browsers restrict cookies.
With the claim of multi-touch technology, LeadsRx also made a claim that their technology can measure true incrementality.
LeadsRx created a very nice infographic explaining how incrementality can be measured.
What I liked about this infographic was that it did speak the truth about the fact that incrementality measurement and testing has a deeper side to it – understanding competition, seasonality, demographics, and other external factors.
Hold out groups tend to perform very differently especially when tests are performed comparing one location to another.
Same as Spain is not Mexico (just because “they speak Spanish”) , Florida is not California.
When it comes to the platform – the LeadsRx platform offers very limited capabilities. In a world where Google analytics offers incredible attribution options (for free), the market for LeadsRx attribution product is questionable.
Incrementality seems like it’s not really a core product in the platform, but mainly a claim made by their marketing team.
When it comes to Mobile – LeadsRx makes very bold claims in regards to attribution claiming their platform is capable of doing Multi-Touch Attribution in mobile apps (where this is not possible)
There are no integration documents available. Every point on the website referred me to a registration page, and there was simply not enough information available for me to even consider testing the platform
How easy is it to integrate with LeadsRx ?
I DON’T KNOW!
There was zero information on the LeadsRx website. No one EVER got back to me for a demo.
I’m not sure if LeadsRx are operating still….
The website talks about a “Universal Tracking Pixel” which does not make any sense for Mobile developers. You cannot install a 3rd party pixel on an app.
Ease of integration: ☆☆☆☆☆
What is LeadsRx pricing ?
Here as well, LeadsRx chose to be very opaque about pricing.
What I could at least see is that the pricing is based on licensing fees + a variable component based on clicks , which makes sense for an attribution solution, but not really for any platform that claims to measure incrementality.
What about the insights ?
The LeadsRx platform looks awesome. I really like the dark mode, and the visualization of a customer journey looks really superb.
What was completely not clear is how customer journey mapping would happen happen with Mobile – where data is simply not available.
Useful insights: ★★☆☆☆
Were the results from LeadsRx unbiased ?
When it comes to the incrementality insights, LeadsRx seems extremely biased towards Multi-Touch attribution, claiming that Multi-Touch attribution is the only way to use properly in a hold out test in order to track incrementality.
This is not just wrong – it’s not possible.
A hold out group approach for incrementality measurement is a known method – but the combination of multi-touch + incrementality in a mobile environment where neither Multi-Touch nor Audience Groups are possible – is just false advertising capabilities.
I gave LeadsRx 0 stars
Unbiased results: ☆☆☆☆☆
Privacy Restrictions compliancy
Another zero here. Multi-touch works only if the customer persona can be mapped out.
Given current industry privacy restrictions, this becomes not possible.
Companies like The Trade Desk, Criteo who focus on desktop advertising lost significant market share as they were relying on user-persona with cookies. Cookies have been deprecated.
For Mobile – mapping out multi-touch has never been available, as cookies were not available, and user level data was extremely limited.
With recent changes imposed by Apple and Google – access to device identification becomes extremely limited.
Hence – the approach of LeadsRx is not up to par with current industry standards.
Compliancy with privacy requirements: ☆☆☆☆☆
What is LeadsRx overall score ?
LeadsRx seems to live in a time where access to data was unlimited and Advertising in desktop was prominent.
The world moved on.
Mobile advertising today represents a much more significant part of the pie.
LeadsRx may be suited for an extreme niche of customers – but their product is not something I would recommend to any customers engaged in performance marketing in 2021 and beyond…
Incrementality Platform Reviews rating for LeadsRx:
- Ease of integration: ☆☆☆☆☆
- Pricing: ★☆☆☆☆
- Useful insights: ★★☆☆☆
- Unbiased results: ★☆☆☆☆
- Compliancy with privacy requirements: ☆☆☆☆☆
- Overall: ★☆☆☆☆
About the author:
Michael Holmstein, experienced marketer with over 7 years experience in app marketing. I’ve worked at gaming companies like MZ and Playstudios, and fintech companies like Current and Coinbase. Attribution and incrementality measurement is a personal passion of mine.