#Multitouch attribution update

Uncovering the journey your customer makes is where attribution is key. There’s no typical online customer journey. For example, “send me a catalog” may be a conversion type at the top of your funnel. However, conversion types aren’t limited to purchases. I use a purchase as the conversion type in my examples. In this post, I cover the parts of the customer journey that deal with the actions and experiences your customer has while converting, specifically the paid media touchpoints your customer has. Touchpoints can include your website, organic searches, paid search ads, shopping ads, display ads, social media ads and pages, and even a customer service chat. Online, that journey encompasses any online touchpoint your customer makes with your brand, company, or products regardless of where your customer is in your funnel. Your customer’s journey is made up of the actions and experiences your customer follows into and through your funnel - whether as a prospective customer, a new customer, or a repeat customer. How a multi-touch attribution model gives you the most insight into what your customer does before converting and helps you maximize results.The most common paid-marketing attribution models.While there are only a few key eCommerce KPIs, there are multiple attribution models to choose from, including last-click, first-click, and more than a few multi-touch attribution models. Just place the utm parameters in your forms as hidden fields.Understanding the online customer journey and picking an attribution model is critical for eCommerce marketers. Using utm parameters like utm_source, utm_campaign utm_medium will help address the issues that you are having. You would create 3 separate programs in the PPC channelġ) Change progression in program - Google to ConvertedĢ) Change acquisition program (if empty) to Program - Google Say for example you want to track Google, Bing, and Yahoo.

For PPC I specifically use UTM parameters because they will be replaced each time. If you want to start tracking after they are known leads, then you can use Marketo. If you just want to look at dollars spent to CTR then GA is best for that. And I agree with the above points that you probably want to look for a higher bar than visits page. What you pointed out about referral source is only populated once and therefore will not help you. I’ve asked support for advice on this but they’ve suggested I ask on here as they don't see any workaround at the moment to look for multi touch… I can see why this is happening (& in theory is therefore working as it should) as I presume the ‘referral source’, etc is listening out for these details in the lead info opposed to the campaign url which is possibly why I’ve not managed to capture this info.ĭoes anyone have any experience of setting up multi-touch attribution and can share ideas on how best I can capture this information moving forward (without RCE)? I was hoping my leads would pass through any SC that corresponded with their activity (including PPC SCs, social SCs, etc) to support the multi-touch attribution / show on the opportunity influence analyser.

#Multitouch attribution update

I've created various SCs to track and update program status' for my various channel values but the only leads which are qualifying as members for these are new leads who have come through these channels as first touch. So I've hit a bit of a blocker with my attribution reporting set-up…