Attribution Modelling is all about getting a clearer, broader picture of the impact of your marketing spend. Most digital campaigns will focus on the final source of traffic right before a user converts – which makes sense given it’s the easiest and most obvious metric to measure. But shouldn’t we also be paying attention to the other sources that this same user would have experienced before the final conversion?
With Attribution Modelling, we can look closely at all the touch-points the user goes through on their journey, and then assign a weighting to each one. Using such a model will uncover the value of your supporting traffic sources and offer a better understanding of what role each channel plays in conversion. Success is fantastic, but in order to continue, it needs to be understood. That’s precisely what this model offers.