What are attribution models?

An attribution model is the way that currently exists to know at what point in the user journey a conversion was made.

When we set up a marketing campaign by mail, social networks, search engines, etc., it is essential to know how the path was and where we were successful, since with this information we can improve the funnel and thus focus on what really works.

Attribution models are intended to give credit for each ad in the customer journey.

It is natural that when we enter an online store, we see the products or services and if we are attracted to one, we DO NOT buy it immediately. Nowadays, from the first contact with a brand, to the purchase; users can take days or weeks to complete it. Because? Because they look for other options, they review shipping methods, payment methods, reviews and more.

An attribution model is important since it allows us to know the impact of each advertising event that we set up. Did the email have an influence? Was the banner the last click to make the purchase?

Importance of attribution models

As mentioned, attribution models help us understand the interactions that the customer had with the brand up to the moment of conversion. These interactions are given a value and thus we know the impact of the steps in the customer journey .

However, although we focus many of the steps on the digital environment, the reality is that many times users also continue to go to physical stores to review products or find out about services in person. Here we must also keep these offline interactions in mind.

Likewise, the multi-channel option for users makes them interact with companies through search engines (organic results), applications, social networks , etc., challenging merchants to integrate tracking of each of the interactions.

Lastly, the multi-device factor is another great plus for attribution models, since it doesn't matter if the user connects from their computer, tablet, cell phone or video game console, brands can know what they did at what time.

Benefits of attribution models

Naturally, most advertisers place in their statistics only the pages where the final click was given, the conversion click , however, by doing this, we leave out previous interactions, including this: banners, keywords or copys to get them there.

Implementing these models can offer the following advantages:

• Being able to find ways to attract users from the first steps of the purchase journey.
• If we know what is seductive for the user, we can make more focused offers.
• There are attribution models that adapt to the needs of each brand.

Types of attribution models

Among the most common types of attribution models are:

Last interaction : Here, the previous interactions before the last click are not considered. That is, a value of 100% is given to the click that gave the conversion.

First interaction : Contrary to the previous one, here 100% value is given to the first channel of interaction with the user. If the first contact and the sale have a space of 6 months and in different channels, it does not matter, the value will be attributed to the first contact.

Last indirect click : Direct visits, that is, from people who enter directly from the url bar, are NOT counted. Only the other media and channels, Here 100% of the value is attributed to the last click before the conversion.

Linear : Gives the same value to all interactions in the customer journey.

Decline of time : The greatest attribution value is given to the pre-purchase channels, that is, the channels where there was the interaction prior to the conversion.

Position : Gives value to all interaction points, but with greater value to the first and last. That is, from brand awareness to conversion.

Google Ads Last Click : 100% value is given to the last ad the user clicked on before the purchase. This attribution model is focused on SEM campaigns.

If you want to know more about this topic or require advice, at MHA you will find the solution , because our commitment is to guide you in the best way in this highly competitive digital age.