Click Attribution Its not always the last click that comes in first place
WHAT IS ATTRIBUTION? <ul><li>Attribution, in a nutshell, is the process of stitching together the enter click path a user takes on the way to a conversion. This includes multi-channel (they might have clicked a banner ad, then Facebook, then a PPC ad on Google) as well as multi-click (did they click on five AdWords keywords before converting?). </li></ul>Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last)
WHY ATTRIBUTION IS IMPORTANT Today, most advertisers ignore attribution entirely, instead focusing on “last click attribution”, i.e., the very last click gets 100% of the credit. If you think about this for more than a few seconds, it’s a pretty insufficient way to measure performance. There are definitely conversions that come from just the last click, depending on the complexity of the purchase, anywhere from 20% to 80% or 90% of the conversions are likely to have been influenced by clicks prior to the last one. “ Most advertisers don’t bother with attribution because they either a) don’t know it exists or b) think it’s too hard to properly set up.”
2 Reasons Why To Set Up Click Attribution It gives you more accurate measurement of your marketing budget. This allows you to make smart decisions about display, Facebook, video, mobile, and all the other trends. It gives you a huge competitive advantage over all of your competitors who aren’t doing it. Let them over-spend for last-click keywords while you invest in a wider funnel of sales!
“ IF YOU DON’T GIVE ANY UPSTREAM CLICKS ANY CREDIT, YOU COULD END UP CUTTING YOUR MARKETING BUDGET ON THE VERY CLICKS THAT STARTED THE FUNNEL THAT EVENTUALLY RESULTED IN A SALE . MOREOVER, YOU ARE LIKELY TO GIVE TOO MUCH CREDIT TO THE END OF THE FUNNEL. GIVE CREDIT WHERE CREDIT IS DUE!” <ul><li>Contact Me Today For An In Depth Analysis To See How Click Attribution Can Help You! </li></ul>Chris Ellison [email_address] W: 512.637-6669 C: 512.264.4190