Attribution Modeling

Not sure which channels and touchpoints to credit for inbound sales? You need the experts at YDA. Take the guess-work out of sales and conversions.

Attribution Modeling

Not sure which channels and touchpoints to credit for inbound sales? You need the experts at YDA. Take the guess-work out of sales and conversions.

But first, what is Attribution Modeling?

It’s vital to know where your sales are coming from and how to attribute them correctly.

As marketers, we make it very easy for customers to interact with our brands throughout the buyer’s journey.

Channels, such as Google Ads and Facebook ad, your website, email campaigns, social media, as well as touchpoints, such as ads, blog posts, campaigns, specific emails, all impact on leads and conversions. 

It’s vital to know which channels and touchpoints contributed towards your sales, and how to attribute them correctly. Attribution models allow you to credit the marketing channel and touchpoints along the buyer’s journey that resulted in a conversion. 

Attribution Model Types

While all attribution models review the channels and touchpoints involved in a customer’s decision to convert, each type of modeling weights their impact on the purchasing decision differently. Each interaction model represents a different experience for a customer and different journey.

Multi-touch

This model considers each of the channels and touchpoints the customer interacted with in their journey to becoming a customer. It shows you which of those channels and touchpoints had the greatest impact on that buying decision.

 
Cross-channel

A cross-channel attribution model assigns a value to each marketing channel (such as paid, organic, or social media) but does not include the touchpoints within those channels. This gives you a greater understanding at a channel-level.

 
Linear attribution model

A Linear attribution model is like a multi-touch attribution model in that it assigns equal credit to all channels and touchpoints.

 
First-touch

This form of attribution models the entire credit for the conversion to the first channel or touchpoint that the customer interacted with.

 

Last-touch

Conversely, this approach gives all the credit over the conversion to the last touchpoint a prospective client interacted with before converting.

 
Time decay attribution model

Time-decay attribution considers all the touchpoints that a customer is involved in but also takes time into consideration. Those touchpoints that were engaged with closest to the point of conversion are weighted heavier than those earlier in the customer journey. 

 
U-shaped

Also known as a position-based attribution model, which sees the credit for conversion divided between the initial and final touchpoints.

 
W-shaped

A W-shaped attribution model looks just like a “W” – with the greatest weighting being on the first, middle, and last touch points before conversion. The other touch points are given equal, but lower, credit. 

What problems can attribution modeling solve?

From a measurement and tracking point of view, Google analytics allows you to create attribution modeling that ensures you credit the correct touchpoints along the customer’s journey. This data driven approach informs you on which touchpoint and channel is bringing greater ROI and which need improvement. This provides in depth insights that impact on your marketing strategy, and allows you to narrow your focus on the buyer’s journey.

Why choose YDA for your attribution modeling?

At YDA, we give you access to experts in attribution modeling from all over the world. Knowledgeable on industry best-practice, Google Analytics, performance marketing strategy, and attribution models, we can help you set up or update your existing attribution models to ensure that the correct touchpoints are credited. We will also help you find blind spots in your customer journey through effective an attribution model that could help optimize conversions.