Multi-Channel Attribution Modeling
In Google Analytics, conversions and ecommerce transactions are credited to the last campaign, search, or ad that referred the user when he or she converted. Most retailers can agree that a large portion (if not all) of their marketing budget will be devoted to their online business.
In response to the vast landscape and multiple touchpoints within an online purchase such as email, social media, SEO and PPC – it’s important to understand how each of these channels relate and support each other throughout the shopper’s journey.
Two questions most retailers ask:
- What role did prior website referrals, searches, and ads play in that conversion?
- How much time passed between the user’s initial interest and his or her purchase?
The Multi-Channel Funnel reports answer these questions and others by showing how your marketing channels (i.e., sources of traffic to your website) work together to create sales and conversions.
Even though a purchase is made via a Google search, customers could have been introduced to a brand via a blog or while searching for specific products and services.
It’s imperative for retailers to know which marketing channels or campaigns are having the most impact on their customers. By dissecting the pathways that customers take to discover and make a purchase, retailers can better inform their budget and marketing strategy.
Multi-Channel Attribution & Marketing
In the video below, Tien Nguyen, Director of Technology at CPC Strategy explains:
- What is Multi-Channel Funneling?
- Why Attribution Modeling Is Important
- How Google Analytics Reports Transactions
- The Impact of Attribution On Your Marketing Campaign
Attribution & Multi-Channel Funneling Resources