Attribution in advertising lets you know what steps people take after viewing over a given period of time. For example, you can find out how many users interacted with a certain brand on social media platforms or made a purchase on a particular site after viewing an ad. With the help of attribution, it’s possible to determine which goals on the platforms were reached on different devices. All of this, in turn, makes it possible to justify a decision in developing the advertising campaigns and get the necessary results in the future.
Why you need ad attribution
Attribution is able to show actions that involve interaction with the brand. It’s possible to measure conversions on the site. Actions are events that occur after the ad has been shown to the user. So you can look at:
- Clicks. A person clicked on an ad and made a conversion.
- Views. Users, after seeing the ad, did not click on it, but made a conversion.
Clicks certainly take precedence over views, even if after the click a different view is registered. In the report, you can see the data for a certain period of time. For example, it is possible to see data on views both for one day and for the last month.
Attribution is an important element in promoting a product or brand. Most often, users visually perceive advertising and click on it. Today, all these indicators can be tracked and a plan for promoting a particular product can be drawn up.
In ad attribution, you can see how popular a product is and how often users buy it. Moreover, it is possible to compare the results with other products. After getting all the data, you can make a plan to promote ads and higher purchases. TV advertising attribution, you can see how popular this or that TV show is.
Objectives of advertising attribution
Attribution in advertising can solve many problems, including:
- correct budget allocation between promotion channels;
- optimization of advertising costs and payment for conventions;
- increase of the return on investment on advertising;
- optimization of promotion strategy, identification of the most successful sites.
Using attribution models, you can understand the value of a touch in the conversion path. Important channels of interaction can have low conversion rate, but high value.
For example, at the audience swing point, you can learn about the product, go to the platform, but the trust is still not enough to make a purchase. Conversion at this stage can be 1%, but due to the large reach, the channel can get 20-100% of the value, based on the attribution model.
What are the types of attribution?
The value of any interaction point is determined by the chosen model. A large number of marketers apply the usual attribution rules: on the last or first click, taking into account the prescription. They are available in Google Analytics and Yandex. Metrica services.
If a company has sufficient resources and large amounts of information, then it is able to develop its own algorithm for analyzing the value of portals. Attributions come in different forms. The most common ones are listed below.
By primary interaction
100 % of the value is most often assigned to the first touchpoint. The user is not yet familiar with the product and learns about it for the first time in an advertisement or blog. This channel is able to force the request and triggers a whole chain of events leading to a purchase. For this reason, its weight is 100%.
By last interaction
100 % of value equates to the last channel, the last click. The model is able to highlight an event leading directly to a purchase. So, the client saw an ad, and entered a search query, clicked on the ad or entered a search query, and then took a targeted action. All previous contacts with the product are not taken into account.
According to the last indirect interaction
100 % of the value is assigned to the last indirect transition to the portal, or to the last paid click. An indirect transition is a transition from an external source of traffic: search, advertising, social networks, company website. In this case, the user comes directly to the site, that is, enters the name in the search box or opens the site from bookmarks in the browser. After that, he makes a request and makes a purchase, but before that he clicks on contextual or targeted advertising.
Linear model
The value in this case is spent between the touch points in equal shares. This model is great for niches where the customer’s attention needs to be kept, as each contact is important and valuable. The model is able to reflect all channels involved in attracting users.
Considering the time limit
The closer in time the point of contact in relation to the target audience, the more value is assigned to it. The weight of recent channels is usually 50% in Google Analytics and 80% in CRM systems or analytics services.
Retrospective attribution works in the same way. Great value is given to portals that bring new customers. It’s crucial to understand that effective website design plays a vital role in keeping users engaged and encouraging them to spend more time on the site. To achieve this, you may want to consider website redesign services that can help create a more natural and user-friendly experience.
Attribution in advertising is an important element that can help attract new customers. Most brands use attribution to set up ads and promote their products. However, in order to analyze all the data correctly, it is advisable to contact professionals who can help you quickly and efficiently process promotional information.
