Understanding Attribution Modeling in Google Analytics
http://www.directagents.com/analytics Attribution allows marketers to identify a set of user actions, such as consumer touchpoints, that contribute to the result of a conversion or purchase, and then assigns a value to each. As consumers touch on various points in their conversion journey, attribution modeling has become a heated topic in digital marketing today. Our Senior Strategist - Team Lead, Joseph Sauro, explains the various strategies that marketers should understand and implement in their Google Analytics campaign to maximize the outcomes of their digital plan.
Attribution Modeling is the method of assigning a value to user touchpoints and interactions. With most customers having multiple interactions across a variety of marketing channels, this becomes an increasingly important topic of discussion for all digital marketers and brands.
Creating and comparing Attribution Models specific to your business goals and objectives provides a more detailed picture of how each channel contributes in driving users down the purchase funnel, and provides insights into how marketing budgets should be distributed to better optimize towards driving conversions.
There are a variety of ways to attribute channel touchpoints. Most commonly the last click or direct model is used. However, this assigns all the credit to the last touchpoint and discounts previous interactions. Imagine for instance, a user who navigates to your site from an email they received with a promotion, the user doesn't convert on this session because they didn't have their credit card, so instead they come back to the site directly and finish making their purchase.
With the last click model, the direct channel would receive this conversion even though it's email that truly drove this sale. To combat these scenarios, we use a variety of different methods to make sure that more powerful and actionable insights are gained, rather than just using the last click attribution.
At Direct Agents, we will create custom attribution models for you, such as upper and lower funnel models, as well as weighted attribution models based upon marketing channels, branded and non-branded searches, and on-site engagement metrics which will provide you with the insights you need to be successful.
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