Attribution Analysis
Understand the complete story of the sale, not just the last click
Sales and conversions are rarely caused by a single piece of marketing, or occur on a single site visit. User journeys are often complicated and can be influenced by marketing activity taking place across multiple channels.
Despite this, most conversion tracking is set up to attribute on-site actions to a single source – usually the last visit.
This creates some important issues:
- It doesn't accurately reflect or value the influence of different channels on a sale or action
- Often the last visit before a sale takes place is a search on a brand term or a direct visit – leading to over exposure of brand terms and loss of key contributors earlier in the buying cycle
- Multiple suppliers can claim credit for a sale, leading to time-consuming manual de-duplication
The influence of many different channels during the user journey
The following diagram helps to illustrate the user journey and shows the influence of various channels in the lead up to a sale.
Storm multi-attribution addresses these issues by tracking all of the website visits that lead to each sale, and providing a framework for attributing the value of the sale to the online channels that drove it.
These attribution analysis rules are configurable and can be optimised based on specific product and website needs.
Accurate, automatic deduplication and multi-attribution at the point of sale
The DC Storm approach allows for realistic and consistent valuation of marketing activities. The accurately attributed sales can be used for both reporting and PPC bid optimisation.
- Track all visits and repeat visits and link them to a sale or conversion
- Bespoke attribution modelling to assign sale value flexibly across all, or a subset of site visits
- Value brand searches and direct site visits differently if they occur immediately before a sale takes place
- Recognise and measure the value of traffic sources that engage a user early in the buying cycle
- Assign relative ‘weightings’ to different site visits based on the type of visit and the position within the buying cycle
- Compare results from your custom attribution against rules with standard attribution approaches, such as last click wins
- Storm’s capability to attribute sales to all traffic sources based on customisable conversion rules shows the most accurate value of all digital marketing activities
Find out more:
- Case study - Hoseasons use Storm to allocate margins to their campaigns and increase ROI by 100% in 1 month.
Contact us:
To discuss any of our features, and how DC Storm can help your business, please get in touch.