Conversion attribution: look beyond the last click
Your customers don’t just click on one ad and make a purchase right away. If only! In reality, the road to a purchase is much more complex, passing through a wide range of different marketing channels, from organic and paid searches to referrals from other websites or social media posts. How do you measure which channel, or which expression has what effect? Which marketing investments have the highest return on investment? If you’re looking for answers to these questions, you’ll end up in the challenging world of conversion attribution.
What is attribution?
Attribution involves identifying which actions performed by users, or touchpoints, contribute to conversion, and how. This information is summarized in an attribution model, in which every touchpoint is assigned a certain ‘value’. If this model is set up properly, this famous marketing quote will soon be a thing of the past: ““Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”
Conversion is a complex matter
Conversion attribution isn’t easy. Nowadays, sellers use dozens of marketing channels that are viewed on an increasing number of different devices. Add to this that a purchasing process can take months and you’ll end up with a complex data cocktail. As such, developing attribution models is particularly relevant for sellers with significant online marketing budgets.
Looking to apply a fitting attribution model yourself?
Our specialists will gladly tell you all there is to know about applying attribution models. If you want to apply your own, representative attribution model, contact one of our specialists. They are happy to help you develop and apply a fitting attribution model.