Disruptive Marketing Blog

Attribution-Types

Best Attribution Model for your business

How do we detect then, at a glance, the need to have an attribution model system in place?

A key point is to know whether we are working with investments that have an impact on our bottom line from two or more traffic acquisition channels. SEM + Affiliates, SEM + Email,…

But, if you really want to base your decisions on numbers, I advise you to access the Google Analytics report: Conversions > Multi-channel Funnels > Interaction Paths:

Google-Analytics-Interactions

Out of a total of 19,722 conversions, 50% of them require more than one click. Therefore, it is likely that if we are working with a variety of traffic acquisition channels, the user has browsed through those same channels. So, it would be interesting to take a serious look at the subject of attribution models.

But, without diminishing what we have already said, we shouldn’t lose sight of the fact that, although 50% of conversions needed more than one click for conversion, the other 50% only did need one click for conversion. Therefore, not only do we have to analyze our attribution models, but we also have to analyze our CRO so that these one-click conversions improve our success rate month after month.
A basic example in order to see how my conversions are distributed over different channels is to access our Google Analytics and review the report: Conversions > Attribution > Model Comparison Tool:

Attribution-Modeling-Comparative

 

Let’s do a comparison of an attribution model based on assigning the sale to the last click as opposed to a lineal one. For example, if we distribute the bulk of conversions equally between all participating channels, we see how the e-commerce channel would have 13% less conversions and payment traffic would have 12.92% more of them. Isn’t it great to have a 12% increase in conversions by merely changing a button? ☺

Which attribution model would I choose?

Now that we have introduced a lineal attribution model, let’s review the various models that Analytics provides:

Attribution-Types

I think the pictures are self-explanatory. If you want more information, here’s a link: https://support.google.com/analytics/answer/1662518?hl=es 

Which is best for you on a daily basis?  What is truly important all things considered? Let me explain to you why.

Last Interaction Attribution Model (Last Click Model):

PROs: Maximum extension, popular, standard

CONs: The other channels are not taken into consideration or given importance; unfair assessment.

Last Indirect Click Attribution Model:

PROs: You favor the last channel that is not related to direct traffic.

CONs: Like the above, but we move the moment of conversion to the left.

Last Adwords Click Attribution Model:

PROs: Understandable if Adwords represent a high percentage of your online marketing investment

CONs: Everything imaginable. If Google Analytics and Adwords belong to the same company, they’ll want to incentivize Adwords.

First Interaction Attribution Model:

PROs: You credit the interaction that initiates the buying process, that creates the need.

CONs: This is unfair; the channels that register later participation are not credited.

Lineal Attribution Model:

PROs: All channels are equally credited.

CONs: A banner click is given the same credit as a newsletter click. That is, a new click is equally as valuable as one already in our CRM.

Decline Over Time Attribution Model:

PROs: The closer to the sale, the more value.

CONs: The click that initiated the buying process is not credited.

Based on Position Attribution Model:

PROs: Both the opening and closing clicks are credited. The least unfair

CONs: The middle clicks are not credited.

Data-Driven Attribution Model:

PROs: The most sophisticated and EXACT!

CONs: It’s very complex to implement. You’ll an high technology marketing attribution software and Best Attribution Software with Auto Bidding.

Data-Driven-Attribution

So many options, websites, marketing campaigns, market and cultural maturity, product types, prices, e-commerce or lead acquisition…