Most analytics tools attribute all the success of a conversion to the last contact your marketing content had with that customer. In reality, you likely had more than a single contact with that customer within the last 2-3 months. All of these contacts collectively convinced that customer to buy your product or service, but how much impact did each contact make? Attributing a conversion to the last click excludes essential data for understanding what channels convinced the customer to convert. Watch and learn the process of pinpointing which channels are doing the heavy lifting, as well as how to act on your newfound insight.
Length: 40 min.
You will learn to:
Describe the fundamental problem of last-click attribution
List the four steps for finding where a conversion started and ended
Create a comprehensive report to attribute success to particular marketing channels accurately
Define the three steps for how to act on this newfound information
Get the skills you need to improve site performance and ROI direct
from the industry's leading thinkers: Avinash Kaushik, Google's
Analytics Evangelist, and John Marshall, inventor of the Overlay View.