This week I dove into the world of Google analytics and attribution with the PPC Hero blog. In their article, PPC detailed the difference in choosing a last-click attribution model to a position-based analysis of conversion.
The author worked for a company selling expensive, high-end products. After realizing that such products were not usually the objects of impulse-buying, they saw that looking only at last-click attribution wasn't giving them a very accurate gauge of their conversions.
In order to combat this, the began looking at position-based conversion, which tracks the entire journey to final conversion, since most people wouldn't one-stop shop for these expensive products and would most likely take quite a while to finally decide to put the money down and purchase one of their products.
To conclude, there wasn't any major shift in the data, but these changes better helped the campaign track which keywords and searches were leading to full conversion, and which ones were not as effective at helping them reach their goals.
I am still trying to understand the full depth of analytics and attribution, but I feel this article did a good job distinguishing between the different types of common attribution. I will probably follow up with this next week in order to learn more.
Source:
https://www.ppchero.com/moving-from-last-click-to-position-based-attribution/
Conversion and attribution are hot topics in digital marketing. Attribution is all about where you are in the sales funnel/process and where you should be spending more of your time/budget.
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