Campaign Attribution
An online sale is often the result from various marketing touch points. Traditional analytics solutions typically give the credit to either the first or the last campaign channel, denying relevant credits for other channels. The new advanced Campaign Attribution feature in Sitestat solves this classic marketing challenge.
The new feature offers 10 attribution models allowing you to determine more precisely than ever what the contribution of your different campaign channels was to sales. Select and compare different attribution models side by side, such as first click, last click or equally shared attribution, or more advanced ones like linearly increasing or decreasing over time. Most advanced is the visitor engagement model whereby the level of interest and interaction of the visitor determines the attribution weight.
The new insights help you to allocate your marketing budget more effectively and increase returns on campaign spend.
Screenshot 1 shows the revenue attribution per campaign channel for the models first click and last click. Within the channel ‘paid search’ Google receives the highest attribution value in the first click model as compared to the last click model, indicating that Google is often the first touch point in the conversion process. The relative low number in the last click model makes it clear that few visitors from Google directly convert. In this case, Google can be considered a strong acquisition channel as shown by the Acquisition / Conversion index1 where negative values indicate an acquisition character, positive values indicate a conversion character.
The equal share and engagement models both attribute revenue to all campaign touch points. In the case of equal share, order value gets attributed equally over all campaign visits. The engagement model weighs the value based on the engagement generated per campaign visit.
Comparing both models in screenshot 2, it shows that Google visitors have relatively low engagement as indicated by the Engagement index where negative values indicate low engagement, positive values indicate high engagement.
Add comment December 8th, 2009 Michiel