Unfortunately, while the marketing journey might be more complex, most marketers continue to rely on simplistic attribution models that may or may not give them a clear picture of how their different marketing channels are contributing to conversions. As a result, it can be hard to make the right marketing decisions. To choose the right attribution model, though, you have to understand each model, how it works and what it describes. So, in this article, we’re going to talk about the basic attribution models available to you in Google Analytics. Then, in an upcoming article, we’ll talk about how to decide which attribution model is right for you. Sound like a plan?
Let’s get started! Why Attribution whatsapp database Models Matter Before we dive into the different attribution models, let’s first take a moment to discuss why we have different attribution models. Sure, Google Ads and Facebook Ads use attribution models to fuel their algorithms, but those models are inherently limited. Why? Because Google Ads only looks at Google Ads data. Facebook Ads only looks at Facebook Ads data. While multiple platforms can work together well, it’s up to you as the marketer to figure out how each platform fits into your overall marketing funnel.
If someone visits your website through an organic SEO click, then later clicks on one of your paid Google Ads, then a LinkedIn ad and finally a Facebook retargeting ad, who gets the credit? Each of these platforms helped contribute to the final conversion, but in different ways and at different times. There are many phases to your marketing funnel, and each interaction with your business nurtures your potential customers closer to converting. That being said, not all interactions are created equal. Your business is unique. For some businesses, the critical touchpoint is that first SEO click and everything else is just part of making sure that you don’t lose the potential customer after their first visit to your site.