How to measure marketing attribution?

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Attribution measurement is about giving credit where it’s due. There are dozens of attribution tools that allow you to assign credit to a digital or offline touchpoint.

Attribution measurement starts with choosing a data model that aligns with your business goals.

Some attribution models prioritize interactions georgia phone number data earlier in the customer journey, while others give the most credit to interactions closer to the transaction.

Here is a marketing attribution measurement scenario in the first-touch attribution model:

A potential customer comes to the website through a paid search ad and reads the blog.
Two days later, he returns to the website and looks at several product pages.
three days later, they return via an organic Google listing and then convert on the website by signing up for a newsletter.
Thanks to the first-touch attribution model, paid search advertising gets 100% credit for that conversion.

As you can see, choosing the "right" model can be controversial, as each model assigns a certain percentage of credit for a specific interaction or placement on the path to customer acquisition.

If your business relies on paid search, SEO, offline, and other channels , then it's likely that one of the people working on one of those channels will look like a superhero while the other marketers will look like they're doing nothing.

Ideally, when choosing an attribution tool, you will be able to build reports that allow you to compare different attribution models to better understand which channels and interactions have the greatest influence in certain time periods leading up to a conversion or purchase.