Choosing the right attribution model
Posted: Thu Dec 12, 2024 10:41 am
The first channel can be assigned 30% of the sale, and 60% to the last one, who is supposed to have given you the final push to buy. While the intermediate channel, which did not have much influence, is only given 10%.
Time-Decline Attribution Model
A time-based attribution model assigns a percentage of credit up or down based on the proximity of the touchpoint to the sale.
[Tweet “The time decay model attributes greater value to interactions that occur closer to the time of purchase, rather than those that occurred initially.”]
Attribution for remarketing ads
Adding stricter attribution models makes remarketing with Google and Facebook much easier to track ad performance and meet your goals.
The initial Facebook ad brings them to your website and allows you to retarget again. Subsequent ads, whether on Google or Facebook, can be designed to move visitors from your website to purchase.
Using a last-touch attribution model allows you to credit each ad for its role in the sales pipeline, regardless of whether they run on Facebook or Google. Giving credit to the last touchpoint before the sale makes it easier to track and assign credit for the sale.
Your Google ads, aided by UTM parameters and a conversion pixel set to fire for a sales conversion, would record the purchase.
Your initial Facebook ads won't count the sale because their goal was engagement austria business email list on your content . And besides, the Facebook ad would never be able to know that the sale didn't happen because it wasn't designed to do that.
There is no such thing as the “right” attribution model, they are just different. Some are better suited to your business goals and customer journey to lead to a lead or sale.
Choosing the right attribution model simply depends on the specialized actions your ads are intended to drive.
Let’s say you have a funnel where the sales pipeline starts with a Facebook ad that links to a blog post. The blog post contains a landing page and asks the customer to subscribe to your emails, which ultimately closes the sale.
While Facebook does contribute to the sale, it will never receive any credit for the sale within a last interaction attribution model. In that case, your email program will always get the credit.
A Facebook vendor, on the other hand, will insist that you opt for a first-interaction attribution model, which gives all credit for the sale to Facebook.
In reality, both platforms were critical to the process. Thinking about attribution in one model versus another doesn't help a business take smart action.
Time-Decline Attribution Model
A time-based attribution model assigns a percentage of credit up or down based on the proximity of the touchpoint to the sale.
[Tweet “The time decay model attributes greater value to interactions that occur closer to the time of purchase, rather than those that occurred initially.”]
Attribution for remarketing ads
Adding stricter attribution models makes remarketing with Google and Facebook much easier to track ad performance and meet your goals.
The initial Facebook ad brings them to your website and allows you to retarget again. Subsequent ads, whether on Google or Facebook, can be designed to move visitors from your website to purchase.
Using a last-touch attribution model allows you to credit each ad for its role in the sales pipeline, regardless of whether they run on Facebook or Google. Giving credit to the last touchpoint before the sale makes it easier to track and assign credit for the sale.
Your Google ads, aided by UTM parameters and a conversion pixel set to fire for a sales conversion, would record the purchase.
Your initial Facebook ads won't count the sale because their goal was engagement austria business email list on your content . And besides, the Facebook ad would never be able to know that the sale didn't happen because it wasn't designed to do that.
There is no such thing as the “right” attribution model, they are just different. Some are better suited to your business goals and customer journey to lead to a lead or sale.
Choosing the right attribution model simply depends on the specialized actions your ads are intended to drive.
Let’s say you have a funnel where the sales pipeline starts with a Facebook ad that links to a blog post. The blog post contains a landing page and asks the customer to subscribe to your emails, which ultimately closes the sale.
While Facebook does contribute to the sale, it will never receive any credit for the sale within a last interaction attribution model. In that case, your email program will always get the credit.
A Facebook vendor, on the other hand, will insist that you opt for a first-interaction attribution model, which gives all credit for the sale to Facebook.
In reality, both platforms were critical to the process. Thinking about attribution in one model versus another doesn't help a business take smart action.