Aug 03, 2022
In Questions & Answers
With the question, “Where should you go next?” always on your mind. Understanding your campaign’s attribution modeling and analytics can help you uncover the right answers when you’re trying to answer questions like: Which keyword should I give credit to? Where did these visitors who converted come from? Did these conversions ever turn into actual sales? Once you have those important details, you can start investing more effort and budget into the parts of your campaigns responsible for bringing in the most ROI. We’ve partnered up with Marketo to bring you these five PPC attribution tips so you can start strengthening your PPC campaigns today. attribution gifographic Attribution Models: Understanding the Customer Journey Ever wonder what path your visitors took before finally reaching the golden conversion? By understanding attribution models, you can glean insights on the various paths your prospects took before becoming your customers. Buyers travel through the customer lifecycle at their own pace, so you shouldn’t generalize their buyer’s journeys. For example, a prospect’s journey throughout their decision-making process might look something like this: conversion path example PPC attribution models can give you insight into which unique paths they took as Italy Phone Number List they became familiar with your brand, started engaging with it, then eventually became customers. A common way to gauge PPC attribution is through a last click or direct conversion model, which gives you an indication of which channels your visitors came from for that last event. To obtain this type of attribution report in your Google Analytics, click Conversions > Attribution > Model Comparison Tool. Here’s an example of an assisted conversion attribution model, which is less common but oftentimes more helpful in uncovering the path your visitors took: Google Analytics model comparison tool Most people stop at analyzing the direct conversions only, which reveals only a piece of the story, but assisted conversions can be more helpful because they give you more insight into how your visitors converted.