What you will find in this White Paper?
For the better half of the last century, marketing lacked the measurement that allowed it to effectively determine return on investment (ROI). Fortunately, digital marketing today is much more data-driven. Many tools out there are ROI focused. But when you’re running multiple campaigns in today’s multi-device world, it can be extremely challenging to measure ROI across all channels, devices, and touchpoints.
With so many touchpoints to consider, operational marketing roles are becoming more and more complex. So how do businesses or marketing departments distinguish between high-performing and low-performing marketing campaigns in a multi-channel environment? Simple: attribution.
An attribution model is the rule, or set of rules, that determines how credit for sales and conversions isassigned to touchpoints in conversion paths. For example, the Last Interaction model in Google Analytics assigns 100% credit to the final touchpoints (i.e., clicks) that immediately precede sales or conversions. In contrast, the First Interaction model assigns 100% credit to touchpoints that initiate conversion paths.
Merchants who use multiple digital marketing channels (Social, Display, YouTube, Referral, Email, Search, Price Comparisons, others) to drive traffic and sales on their websites, need to care about the way they attribute sales to those various channels, and for the sake of their ROI, measure the performance of each channel.
In the next few pages, you will have the chance to understand all of the options available directly on Google Analytics and the pros and cons.
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