![]() ![]() While there’s no universal right answer, it’s clear that marketing leaders are best served to look well beyond the simplicity of first-touch and last-click attribution. In our opinion, the full-path attribution model is the most reliable and accurate model of multi-touch attribution for marketing leaders to rely upon- assuming it can be implemented and tracked correctly within the organization. Each stage typically receives 22.5% of the credit for the sale, with the last 10% distributed among the remaining touch points. Full-path attribution tracks the first touch, lead creation, opportunity creation, and customer close stages. Full-path attribution requires the complete buy-in of both the sales and marketing teams. Full-path Attributionįull-path attribution is by far the most complex attribution method and perhaps the most difficult to implement. Marketing leaders utilizing Position-Based Allocation will need to continue to closely monitor their analytics in order to discern the best ratio for their specific marketing campaigns. Some models skew position-based allocation even further to as much as 90% for the first and last touch points and as little as 10% for the social and email marketing that continues to move prospects down the funnel. Within the Position-Based Allocation model of multi-touch attribution, 40% of the credit is allocated to both the first and last touch points, while the remaining 20% is distributed evenly among social and email channels. One alternative here that we would advocate for a more effective alternative for the time depreciation method of multi-touch attribution is to weight credit more heavily for key transitions such as emphasizing the first touch, lead generation, movement toward a purchase decision (aka opportunity), and the close (cha-ching!). This model is more effective in longer sales cycles with leads that require more nurturing hence the emphasis on the bottom of the sales funnel for budget allocation. The time depreciation multi-touch attribution is similar to last-touch attribution in that the model credits the more recent touch points at an escalated value compared to earlier touch points in the buyer’s journey to purchase. ![]() Touch points that “move the chains” for example, don’t receive any extra weight or value in the equation in direct comparison with touch points that failed to move a prospect further down the sales funnel. It’s important to remember that not all touch points are created equal. While simple, this model offers some heavy limitations. Linear attribution credits each touchpoint equally when in consideration for marketing budget allocation. Linear is the simplest multi-touch attribution model to implement. Let’s take a deeper dive into each of them: Linear Allocation There are a few ways that marketing leaders can track multi-touch attribution through Google Analytics, including Linear Allocation, Time Depreciation, and Position Based Allocation. Multi-touch attribution is more difficult to track compared to first-touch and last-click attribution, but offers the most complete snapshot of the buyer’s journey to purchase. ![]() First-touch attribution is the go-to metric for sales teams in almost every vertical and is ideal when the primary objective is to fill the top of a brand’s sales funnel. First-touch requires a bit more effort internally, but tracking it gives marketing leaders a better idea of how to allocate marketing dollars in the future. Many marketing leaders include retargeting metrics in their PPC reports, skewing the data and negating the impact of the first touch that brought the lead into the pipeline in the first place. Sadly, those numbers don’t tell the whole story. It’s also to explain to a CEO, CFO, or Board of Directors: “we paid $5,000 for this PPC campaign and it generated $10,000 in sales.” The focus of last-click attribution campaigns revolves around keyword and conversion rate optimization to refine the bottom of the sales funnel. Setting up goals in Google Analytics and tracing conversions back to their respective origins is a fairly simple endeavor that even the most novice of Analysts will be able to execute. To be clear, last-click attribution is what most marketers are used to utilizing in their analytics. Consider the following: First thing’s first: what’s what? Marketing leaders succumbing to the trap of simpler analytics are leaving both budget and ROI on the table. First touch is considered by most to be the easiest for marketing teams to implement, last-click is the most direct and easiest to pull from Google Analytics, but multi-touch attribution, while more accurate, can be harder to implement among sales and marketing teams alike. Marketing leaders, their teams, and the sales team they support are often torn between first touch, last-click, and multi-touch attribution. ![]()
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