Attribution rate is the metric that measures the ratio between your overall page visits and the number of attributed visits. An attributed visit means you can understand where the visitor came from and give that source credit. Of course, that depends on how you are tracking marketing attribution. One way to control and even change your attribution rate is through different approaches to attribution modeling.
Currently, there are six attribution methods that can help you better understand the journey that brings customers to your website. The better and more specific your attribution modeling, the more clear and informative your attribution rate will be.
Your attribution rate directly depends on how you are tracking user activity. For instance, if your attribution model isn’t tracking activity from social media, none of those visits can be included in the attribution rate. Depending on your strategy, this could mean you are missing out on a lot of metrics.
Choosing your attribution model should depend on your marketing goals. If your main goal is brand awareness, maybe you’re concerned with the first content an audience member is interested in. If your main goal is sales, then the last piece of content might be most interesting. Or, if you have a long sales cycle, maybe you want more granular information about the customer pathway.
As you change the kind of attribution model you are using, this is going to affect your attribution rate in turn. The right model will give you exactly the kind of information you need about the traffic to your target page, while the wrong model might make it seem like the strategy isn’t working at all. If your attribution rate is coming back zero, you might consider trying a different model from the list below.
Changing between attribution models doesn’t mean you have to spend more weeks collecting data. With a platform like DemandJump, you can view your current campaigns through the lens of all these models after a simple settings change. The information you learn from each perspective about your marketing can be used to fully get a picture of how traffic is getting to each piece of content in your strategy, and at what stage of the customer journey.
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