you’ve decided you want to step into the world of attribution
Posted: Sat Jan 18, 2025 7:18 am
And then we get into more complex models, such as multi-conversion even attribution, where multiple purchases are considered as well.
So, taking our $1,000 in revenue, and looking at the different channels, let’s imagine our visitor came to our site via Paid Search, then Social, Display and then finally Email before they purchased.
Using the different models, we would credit the different channel interactions as follows:
attribution
So which one is right?
They’re all correct. The model you choose depends on the type of marketing you do, the customer lifecycle, and the type of purchase being made. In this respect, attribution tends to be specific to companies. The percentages that you use for Mid Weight and Adjacency are entirely up to you. But, you should remain consistent with that calculation over time.
How do we go about doing this then?
Ok, so, you’ve decided you want to step into the world of attribution.
The first thing to figure out is what it is you want to divvy up. Is it seychelles email list 16461 contact leads revenue? Is it leads? Is it orders?
Then you figure out the way you want to divvy it up. Do you want to use just Last Touch, or would an Even model be better?
Lastly you figure out what you want to assign credit to. Is it channels? Is it campaigns? Keywords etc?
As you can see, it’s really not that complicated once you make a few key decisions. Don’t get caught up in the model – the important stuff is number 1 and 3.
What’s needed to do this?
There are a few things that you need to ensure that you do to enable this.
You need to capture campaign code at the visitor level
You need to capture channel at the visitor level
You need to capture the order of channels that the visitor came through
So, taking our $1,000 in revenue, and looking at the different channels, let’s imagine our visitor came to our site via Paid Search, then Social, Display and then finally Email before they purchased.
Using the different models, we would credit the different channel interactions as follows:
attribution
So which one is right?
They’re all correct. The model you choose depends on the type of marketing you do, the customer lifecycle, and the type of purchase being made. In this respect, attribution tends to be specific to companies. The percentages that you use for Mid Weight and Adjacency are entirely up to you. But, you should remain consistent with that calculation over time.
How do we go about doing this then?
Ok, so, you’ve decided you want to step into the world of attribution.
The first thing to figure out is what it is you want to divvy up. Is it seychelles email list 16461 contact leads revenue? Is it leads? Is it orders?
Then you figure out the way you want to divvy it up. Do you want to use just Last Touch, or would an Even model be better?
Lastly you figure out what you want to assign credit to. Is it channels? Is it campaigns? Keywords etc?
As you can see, it’s really not that complicated once you make a few key decisions. Don’t get caught up in the model – the important stuff is number 1 and 3.
What’s needed to do this?
There are a few things that you need to ensure that you do to enable this.
You need to capture campaign code at the visitor level
You need to capture channel at the visitor level
You need to capture the order of channels that the visitor came through