Attribution Model in Google Analytics
Imagine a visitor finds your blog and clicks on the ad and immediately it converts into the sale or lead. Unfortunately, this is a rare case. Today, people visit any website multiple times prior to converting. Most of the people will find the blog, research about the topic, and will return after a week later and click a retargeting advertisement later. After a long wait, the lead gets converted. Regarding the lead conversion, which marketing channel is responsible for new sale or it was just a Facebook advertisement? It can be difficult to show clients each marketing channel, while multiple touch points are added to the buyer journey, each channel plays an important part. Digital Marketing courses explains the attribution model in Google Analytics and this blog is a summary of what can be explained in a Digital Marketing Training.
What are marketing attribute models?
Attribution modeling is a framework by analyzing the touch points while working on the marketing channels receives the credit for the conversion. Every attribution model distributes the value of conversion across each touch point. By analyzing the attribution model, you can get the idea of the returns on investment for every marketing channel. Digital marketing certification enables the user to check the attribution model according to their usability. Attribution modeling is an analysis tool and it is suggested not to limit and stick with it, you have to compare the performance under every model to understand the importance of multiple touch-points Digital Marketing
Different types of attribution models
- Last Interaction Attribution
Last interaction attribution means the last-click or last touch. As the name suggests, this model gives the 100% of the credit to the last interaction of the business with the lead before they convert. For example, if a visitor finds your website through organic search and after a week they seen an advertisement on social media channel and click on it, later that day, they will go to your website and buy the product.The direct traffic conducted gets all the credit and 100% of the value is assigned to the last interaction.This is the default attribution model that includes Google Analytics.
- First interaction attribution
First interaction attribution is similar to the last interaction and it gives the 100% of the credit to the first interaction. First interaction gives all the credit for a conversion to your business. For example, if your customer finds your business on Google and the sale happens, then Google gets all the credit for any sale that happens after the interaction. It really does not matter if the customer found you on Google, then clicked on the display advertisement after a week, Google gets the full credit.
- Last Non-Direct Click
The last non-direct click is helpful in comparison to the last click model. 100% of the value is assigned to the single interaction, but with the last non-direct click, it removes the direct interaction before the lead gets converted.
Where to find Attribution Model Reports in Google Analytics
You can find this tool under Conversions Attribution Through Google Attribution you can check and credit the source of lead conversion through easy and direct sources without any hurdle. If you are going to attend any Digital Marketing Workshop, then you will be explained with the vivid examples of attribution model reports from Google Analytics of different user and then you will be able to differentiate between the modules. “Through Google Analytics, you can easily get the analytical report of clicks and searches of the product you are showcasing, hence, it has become important for the Digital Marketing aspirants to learn and implement the Google Analytics report and study.”