Mar 03, 2022
In Welcome to the Forum
Imagine a typical customer journey for a company like TOMS, a shoe retailer that sells online. A user sees a sponsored Facebook post that a friend liked about TOMS, and clicks on Tom's site, browses for a while, then leaves. Later, the Phone Number List user sees a display ad from a TOMS retargeting campaign and clicks through again, this time signing up for the brand's email alerts, but still not buying anything. Finally, the user receives an email from TOMS, clicks on it, and starts to really think about buying the shoes. They leave it for a bit, and decide to buy, and they type the web address directly into the browser. Who gets the credit for any income created? Well, that will depend on your attribution model. Attribution may sound complicated, but in simple terms, it's about who gets credit for your conversions and goals. Did you know that the Google Analytics acquisition report uses 1 of the Phone Number List 7 available attribution models? All reports north of Multi-Channel Funnels are locked into one of the 7 Google Analytics attribution models, which is the last non-direct channel. This means that when you view your Acquisition > All Traffic > Channels report, 100% of the credit will go to the last non-direct channel. In our TOMS example, this means that Email would get 100% of the credit for the sale. Now, knowing this, dismiss other marketing channels? They may not look very good, this paid social campaign for example could have a big ZERO OBJECTIVES next to it, because in this user journey, it's the channel that interested them, it's the Phone Number List channel that exposed them to the brand. Let me ask you another question. Would you allocate your budget differently if, for example, the acquisition report was powered by the first interaction model? Why should you care about attribution models? It is very important to know what the attribution models are and how they work. The danger here is that people look at reports in GA and only see where the 100% credit goes.