Choose the right attribution If you opt for a chat and you have too much volume, you can either provide an FAQ that will be used in 80% of cases (this is the case on ConseilsMarketing.com), or set up a chatbot with escalation to an advisor.
The customer’s Choose the right attribution purchasing process
Is often more complex than simply seeing an ad, going to the website, and placing an order. They may need to interact with multiple ads, check the website multiple times, and perhaps sign up for a newsletter first. Therefore, it’s essential to make the right decision when selecting an attribution model. This will allow you to assess which touchpoints are truly helping you achieve conversions.
The so-called “last-click” attribution model is widely used, but it often proves unreliable. Many other touchpoints affect conversion before this and job function email database are not taken into account.
The best option, sought by more and more advertisers
Is a data-driven attribution model. It distributes conversions among the campaigns that participated in the funnel. DDA requires at least 600 conversions over a 30-day period to be eligible, which disqualifies most advertisers.
Linear and position-based models are more data-driven than last-click, easier for smaller advertisers to access, and can provide a clear picture of the entire conversion process. Linear attribution distributes conversion equally across all clicks in the customer journey, while the position-based model uses 40% of the conversion between the first and last clicks, with the remaining 20% distributed across other clicks in the funnel.
These models are still limited compared to DDA, as the latter creates a custom model specifically for your account by dividing each individual fundraisers work to acquire conversion. Ultimately, the most important element when selecting an attribution model is to choose a model that your client fully understands and one that gives a complete and consistent picture of your performance for the types of campaigns you run.
If you want to determine as accurately as possible which marketing efforts and PPC campaigns are working best for you:
Choose a linear or position-based model to account for different touchpoints
- If possible, use the Data-Driven Attribution model for your Google Ads. It’s more fluid and segments the value of each conversion individually for different interactions. Google claims that DDA can improve conversion value by up to 15%.
- When deciding which attribution model to fax marketing choose, review your current analytics setup. For example, if “last click” is selected by default, check your traffic sources. If only search traffic is driving conversions while you’re seeing a significant number of clicks on Google Ads, it’s worth reconsidering your attribution model.
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