With Attribution the most important objective is to accurately measure the profitability of your ad channels & campaigns in a multi-touch environment with the highest accuracy.
Below are some things you can do with Attribution properly installed:
- See return for ad spend for conversion events like sign up, sales qualified leads, purchases & more in a multi-touch environment with no bias.
- See which ad platforms are driving the most of a specific conversion event.
- See the paths visitors follow to specific conversion events.
- See the effectiveness of paid marketing vs organic.
- Walk back each visitor's conversion with 100% confidence
When installing Attribution you want to keep the objectives above in mind and use them to guide your scope.
Before we jump into the details lets briefly discuss how Attribution works:
Attribution uses a combination of cookies, events, and a proprietary look forward model to track your visitor's interactions with your pages and your campaigns.
When a visitor first arrives to your website Attribution will install a tracking cookie into their browser, this cookie will assign an anonymous_id for the visitor that allows Attribution to track the visitor as they interact with your ads & pages.
Eventually when your visitor decides to identify themselves by signing up, subscribing, or making a purchase an identify() event will be fired, this identify() event will replace the anonymous_id with more realistic traits like userid, name, or email.
Now that the visitor has been properly identified Attribution will connect with one of your conversion tools like intercom, salesforce, pipedrive, hubspot or stripe to send revenue for that visitor when they make a purchase. This revenue will be used to calculate the return on ad spend for your campaigns within a specific date range.
Since Attribution can see all of this visitor's ad clicks, interactions, and events that led to conversion this data will be modeled out in Attribution and provide return on ad spend for your specific campaigns or channels. To add to this, each conversion is fully auditable and can be walked back to the first initial visit.
Installing is a four step process and should be completed by a developer with the input of a marketer.
- Tracking visitors
- Identifying visitors
- Conversion events
- Connecting advertising channels & filters
Make sure to install the Attribution tracking snippet on all your pages if you are installing manually, you can install the snippet between the <head></head> HTML on all your pages. More on installing track manually here.
Integrations that will automatically track visitors with no snippet needed include:
If installing manually, your developers should be firing an identify() call anytime the visitor identifies themselves. Examples include subscribe, sign up, and purchase events. Learn more about identify() here.
Integrations that will automatically identify visitors include:
This portion is very relevant to the marketer because this will allow you to set conversion events that you can later track return on ad spend for.
You should set conversion events for anything you'd like to measure your ads effectiveness for.
For example some conversion events could be:
- Sign up
- Sales Qualified Leads
- Lead form submitted
- And more
You could toggle to any one of these conversion events on your dashboard and see exactly what ad platforms, campaigns, or keywords (for Google) drove these conversions.
Integrations that will automatically create conversion events for stage change, revenue, or both are:
Learn more about conversion events here.
Connecting Advertising channels & filters:
Out of the box you can connect the following integrations to automatically pull in ad spend every 24hrs, filter, and tag your ads:
- Microsoft Advertising (Bing)
If you have an ad platform that doesn't exist on the list above you can track and attribute to these ads using a custom filter. To learn more about custom filtering please click here.
If you have any questions please feel free to reach out by starting a conversion with our reps.