If you place the greatest value on attention and hardly anyone knows you yet, you can use the first-click mod
Posted: Tue Jan 07, 2025 5:32 am
Which attribution model should I use?
The choice of a suitable attribution model generally depends on the specific goals of the campaign and the complexity of the customer journey. If we keep it simple with the 3 channels (Facebook, Pinterest and Google), we like to use an analogy to the goal funnel. There are 3 steps: attention, interaction and conversion. Depending on the investment in the different advertising goals, a different attribution model makes sense. Here are 3 examples:
Example 2: If you have a well-known product and are primarily upselling, you can use the last-click model to investigate which channel provides the last impulse to repeat purchase. If it is a new product via cross-selling, the position-based model could also be used to highlight the point of attention and the last impulse to purchase.
Example 3: If the user has a long purchase decision for your product (such as when buying a car) and does not yet know you, the linear model could be used, since each contact point is weighted equally.
Our recommendation: Data-driven attribution (in combination with AI algorithms) is playing an increasingly important role. Since each contact point is assigned an individual value , we believe that the use of data-driven models is the most reliable and future-proof.
It is important to note that no attribution model reflects india whatsapp phone number the exact reality. They are all just abstract models in marketing to derive optimization steps from the data. The primary goal is to develop a better understanding of how marketing activities work synergistically together to acquire and convert customers.
Conclusion: Attribution models in comparison
In this article, we have explained why attribution models are used in marketing. The abstract models help you to gain a better understanding of the purchasing process of your target group. Since every business model and every campaign is individual, different attribution models should be used. We have presented the most common models to you so that you can test them in your analysis system. For the future, we advise every advertiser: rely on the power of data and artificial intelligence!
If you are not yet sure how best to evaluate and interpret campaign data in your company, please write us a message and we can look at it together.
Did you like the article? Then please sign up for our free newsletter. You will then receive the most important performance marketing news and tips in your email inbox every month. We look forward to it!
The choice of a suitable attribution model generally depends on the specific goals of the campaign and the complexity of the customer journey. If we keep it simple with the 3 channels (Facebook, Pinterest and Google), we like to use an analogy to the goal funnel. There are 3 steps: attention, interaction and conversion. Depending on the investment in the different advertising goals, a different attribution model makes sense. Here are 3 examples:
Example 2: If you have a well-known product and are primarily upselling, you can use the last-click model to investigate which channel provides the last impulse to repeat purchase. If it is a new product via cross-selling, the position-based model could also be used to highlight the point of attention and the last impulse to purchase.
Example 3: If the user has a long purchase decision for your product (such as when buying a car) and does not yet know you, the linear model could be used, since each contact point is weighted equally.
Our recommendation: Data-driven attribution (in combination with AI algorithms) is playing an increasingly important role. Since each contact point is assigned an individual value , we believe that the use of data-driven models is the most reliable and future-proof.
It is important to note that no attribution model reflects india whatsapp phone number the exact reality. They are all just abstract models in marketing to derive optimization steps from the data. The primary goal is to develop a better understanding of how marketing activities work synergistically together to acquire and convert customers.
Conclusion: Attribution models in comparison
In this article, we have explained why attribution models are used in marketing. The abstract models help you to gain a better understanding of the purchasing process of your target group. Since every business model and every campaign is individual, different attribution models should be used. We have presented the most common models to you so that you can test them in your analysis system. For the future, we advise every advertiser: rely on the power of data and artificial intelligence!
If you are not yet sure how best to evaluate and interpret campaign data in your company, please write us a message and we can look at it together.
Did you like the article? Then please sign up for our free newsletter. You will then receive the most important performance marketing news and tips in your email inbox every month. We look forward to it!