Using last of first click attribution to measure sales funnel conversion success is akin to giving one player on a team all of the credit for a successful play without crediting all of the other people who helped make the play work. Was the receiver who made the catch more important than the quarterback? What about the linemen who blocked? What about the coach who called the play? It’s impossible to measure the success of a sales funnel conversion without looking at all of the “players” who helped convert.
For a long time, we looked at that last click in the process as the most important, but that hasn’t always proven to be the best way to assess the overall success of a campaign. In her recent blog “The Death of Last Click Attribution” (www.cpcstrategy.com), Tara Johnson talks about the progression of attribution analytics and then explains what Google is doing differently with their Data Driven approach. Here’s how we’ve progressed in analyzing attribution:
Google’s Data Driven Model not only takes click position and history into account, but also things like landing page and graphics design and traffic patterns to help determine exactly where in the funnel a successful campaign continued, and a failed campaign stopped. This makes the analytics assessment much more accurate and enables companies to be more effective at using the data.
Are you on your last nerve with last click attribution? Company 119 is a digital marketing and web design company in Cleveland, Ohio that is looking to help companies like yours make sense out of the data, and come up with strategies to capitalize on all of that information. Contact us today to find out just what you are missing out on by not using a data driven analytics solution!
