If you’ve read our blog before you’ve heard us talk about the importance of digital marketing measurement. But how exactly can you get an idea of what’s working for your digital marketing strategy and any areas for improvement? This is where attribution comes into play.
Attribution, or the process of assigning credit for a conversion to a marketing touch-point, is an important part of measuring your digital marketing success. It can help you see which touch points earned that big conversion, others that came in with the assist, and even some that aren’t doing as well as you expected.
How Do You Measure Attribution?
Let’s start at the beginning. There are a couple major types of attribution when it comes to digital marketing measurement…
- First Click Attribution
- Last Click Attribution
- Linear Attribution
- Time Decay Attribution
- Position Based Attribution
Why Attribution Matters?
With the help of effective attribution you’ll be able to know not only which tactics are most successful at guiding people through the funnel but also which, if any, are falling short. Maybe emails or social media posts catch your prospect’s attention and draw them in initially, then they go to your website for more information and finally attend an event, download a whitepaper or chat with a sales rep before converting.
Having an idea of which touch-points resonate when in the customer journey will help you better tailor your content strategy to increase those all-important conversions. And because digital marketing allows for optimization in real time, you’ll be able to adjust your strategy in the middle of a campaign, if needed to focus on those tactics that yield the most ROI for your brand.
So now that you know why attribution matters in digital marketing measurement, create a measurement plan to hold your team accountable, align on the type of attribution that makes the most sense for your goals and start measuring. You’ll be well on your way to showing ROI in no time!
Kaitlyn is the Lead Social Media Strategist with Incentric and an all-weather beach enthusiast. When she’s not creating integrated social media strategies or launching campaigns, you can find her traveling and looking for the best local eats, hopefully at the same time.