Your company’s web presence should be driving revenue for your business. You know that already. But, do you know which of your online channels are best at delivering conversions? Probably not. At least, not entirely.
Typically online marketing reports credit the last place visited by a customer prior to making a purchase with driving the conversion. However, in today’s complex digital marketing space, we know there are plenty of other potential consumer touch points which could have helped lead a customer to purchase. As online marketing efforts have become more complex, so too have the ways in which we monitor success in the digital space. Enter data attribution.
So, what is data attribution, anyway?
Data attribution looks at all of your company’s digital marketing efforts to determine which online channels are driving your business goals. Available through Google Analytics, data attribution measures the impact of each different consumer touch point on a conversion, thereby helping to identify your most successful advertising methods.
If you already have Google Analytics deployed on your website, it’s easy to start using data attribution. (If not, you can get started with Google Analytics here.) Simply create a goal to track on your website, and choose your desired attribution model in the ‘Conversions’ tab within the ‘Attribution Model Comparison’ tool ssub-link Once data attribution is set up within Google Analytics, you’ll be on your way to seeing which of your digital marketing efforts are having the biggest impact on your business’ bottom line.
Is data attribution really important?
Data attribution can help take your company reports to the next level. By providing insight into the true journey taken by a customer on the way to making a purchase, data attribution offers a more holistic approach to measuring your business’ online marketing efforts. In turn, that allows companies to make better decisions around their marketing budgets, giving more resources to the channels that have the largest impact on corporate goals.
Of course, that also gives an organization greater insight into the path a consumer takes from prospect to customer, providing the company the opportunity to better tailor their web presence and digital ads to the different stages of the sales cycle.
Data attribution is a good first step for a company looking to expand, make better business decisions, or quickly identify changes in the market. But, it can also be challenging for busy entrepreneurs to find the time to make sense of a seemingly endless stream of data. That’s where we come in. Contact us to learn more about data attribution and get actionable insights regarding your company’s digital marketing efforts.