Click Attribution
What is Click Attribution and why is it useful?
Click attribution describes marketing attribution and it helps marketers to get an insight into valuable clicks that drive conversions.
In other words, it is a way to understand which sources or campaigns send the most valuable traffic to your company. For this reason, ecommerce and online marketers often use it to track, analyze and compare the performance of different marketing techniques, campaigns or messages. In this way, you can understand the customer behavior by paying attention to customer journey and, thus, optimize your marketing mix.
The term earns its name from the “click” that is involved in each website entry. Touch attribution is closely related to a certain data driven attribution model, which you have chosen to reward the source that led to a conversion or transaction to your website.
Since there are many different attribution models, you should choose the one that fits best your company’s needs. This could even vary per different time periods, if, for example, you run a sales campaign and you want to analyze the results.
A distinction can be made between single-touch and multi-touch attribution models.
The problem with single-touch attribution models is that they give credits only to one touchpoint in the customer journey. Some examples are first-click, last-click and last non-direct click.
On the other hand, multi-touch attribution models credit multiple touchpoints in the customer journey. In this way you get better insights into the performance of your marketing channels. Some examples of these models are linear, first-click linear, last-click linear and U-shaped (position based).
In all attribution models an explicit “window” is set by the company to determine the time frame of each conversion. The most commonly used is the 1-day click attribution window. This means that traffic sent from a source two days ago loses its attribution (credit) in an 1-day click window.
The click attribution lacks when it comes to the marketing value of “impressions”. Any selected model does not have settings that can measure the effectiveness of ads or brand impressions that are responsible for conversions.
As a result, the latters usually lose the credits for conversions. For example, a TV ad cannot be included in a click attribution model. Nevertheless, it can easily be the determining factor of a particular conversion.
This kind of conversions are called post-view conversions, in contrast to the post-click conversions.
Learn more about us
In case you want to find out more about digital marketing or attribution, make sure to check out our blog or our other academy posts. You can also schedule a demo and start experiencing it for yourself!