![]() ![]() “Even with the limitations of Google Analytics, you can still get value out of its attribution model comparison tools if you know how to use them properly.” Rather, it suggests that Google Ads is more effective at bringing people to your site (first touch), and email is more effective at getting them to fill out a form (last touch). This doesn’t mean that your data is wrong, or that one attribution model is more correct than the other. But when you compare the same dataset to last-touch attribution, your email marketing should get credit. ![]() You should compare several attribution models to see which channels perform best at various points in the conversion paths of your users.įor example, let’s say Google Analytics tells you that, according to first-touch attribution, Google Ads receives credit for generating form fill outs on your website. In reality, there is no one correct model for any business. Sometimes, marketers wrongly think that they need to choose the “correct” attribution model and base all their analysis on that data. You can use single-touch models like first-touch and last-touch, as well as multi-touch models like position-based and time decay.ģ) Compare Attribution Models For Best Results This is helpful for advanced content analysis that requires conversion path information and content attribution.Īssuming you’ve solved for identity and are capturing the necessary touchpoint data, you can start building attribution models to analyze that data. If you want to take your analytics to the next level, I also recommend that you track form page URLs and pages visited prior to a form page URL. Together, these three data points give you enough information to assess when, where, and how the touchpoint happened.
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