Post by account_disabled on Jan 25, 2024 1:31:12 GMT -6
Dilemma: “Which attribution model is better?” is similar to the question: “Which is cooler: a Phillips screwdriver or a hammer?” For each individual case there is a suitable solution. Let's understand what attribution models are, how they differ, and how to choose them for specific campaigns. Reading time 14 minutes What is an attribution model Types of attribution models Last Non-Direct Click First interaction (First click) Last interaction (Last click) Last Adwords Click Linear model Taking into account the duration of interactions Linked to position Data driven Custom model Event-based attribution model Summary What is an attribution model Usually, it is not just one advertising channel that leads to an online order, but a whole chain of interactions with the brand.
Let’s Fax Lists imagine a company that has a website, an Instagram account, and launched contextual advertising and remarketing. Let's consider an example scenario in which a client comes into contact with such a brand. An Instagram user saw a photo of the product and followed. Over time, he liked the assortment so much that he decided to look at the entire catalog. I Googled the name of the company and switched from contextual advertising in the search results to the website, but postponed the purchase until later. Two days later, remarketing caught up with him offering a discount. The client moved from the remarketing ad to the website and placed an order there. In total, we have three contacts with the brand before purchase: Instagram; contextual advertising; remarketing.
But which one is the most valuable in terms of sale? Without Instagram, the client would not have known about the brand, and without contextual advertising, he would not have visited the site. But if it weren’t for remarketing, the purchase might not have happened. It turns out that each of these steps and micro-conversions that the client made has its own value. You need to know it in order to judge the effectiveness of advertising, calculate the payback of promotion channels and individual campaigns. Attribution is the rule by which the value of a conversion is allocated to individual touchpoints with a brand. Based on attribution, the analytics system determines the channel that played a decisive role in achieving the goal.
Let’s Fax Lists imagine a company that has a website, an Instagram account, and launched contextual advertising and remarketing. Let's consider an example scenario in which a client comes into contact with such a brand. An Instagram user saw a photo of the product and followed. Over time, he liked the assortment so much that he decided to look at the entire catalog. I Googled the name of the company and switched from contextual advertising in the search results to the website, but postponed the purchase until later. Two days later, remarketing caught up with him offering a discount. The client moved from the remarketing ad to the website and placed an order there. In total, we have three contacts with the brand before purchase: Instagram; contextual advertising; remarketing.
But which one is the most valuable in terms of sale? Without Instagram, the client would not have known about the brand, and without contextual advertising, he would not have visited the site. But if it weren’t for remarketing, the purchase might not have happened. It turns out that each of these steps and micro-conversions that the client made has its own value. You need to know it in order to judge the effectiveness of advertising, calculate the payback of promotion channels and individual campaigns. Attribution is the rule by which the value of a conversion is allocated to individual touchpoints with a brand. Based on attribution, the analytics system determines the channel that played a decisive role in achieving the goal.