Modern marketing is an incredibly complex beast. Customers may engage with a brand across multiple sales channels and at multiple touchpoints with seemingly little rhyme or reason between them. The distributed nature of these interactions makes it an often herculean task to identify which specific touchpoint or asset ultimately led to a sale
Unfortunately, there's really no simple answer to this quandary — it ultimately all boils down to attribution.
Caption: It can be difficult to know the specific revenue drivers of your business without the right attribution model
Also known as last-click attribution, last interaction attribution credits a conversion to whichever touchpoint a customer engaged with immediately prior to converting. This could be anything from a marketing email to a paid advertising placement. Last-click attribution represents one of six different attribution models.
First-click attribution, as the name suggests, stands at the opposite end of the spectrum from last-click attribution. It gives all the credit to the first touchpoint a customer interacted with. For example, imagine a customer engages with a brand by clicking a Google PPC ad, a Facebook ad, and a marketing email.
Under first-click attribution, the PPC ad would be given credit for the conversion, while last-click attribution would give all the credit to the marketing email.
While last-click attribution is a great deal simpler than many other models and makes it easy to identify the final 'step' in a buyer's journey, it is not without its flaws. For one, it completely overlooks the full buyer journey in favor of focusing exclusively on the journey's end. This can in turn cause a company to misallocate their advertising spend — it may put all its budget into a PPC ad without realizing that its initial marketing email was the only reason anyone clicked on the ad in the first place.
In addition to first click and last click attribution, the major attribution models include:
Caption: Whatever attribution model you choose,Varos makes it easier to filter, assess, and contextualize your ad spend.
As is often the case in eCommerce marketing, there's really no right answer or one-size-fits-all approach. While algorithmic attribution is generally superior to most other models in terms of accuracy, it requires considerable analytics skill to properly implement. So with that in mind, your best bet is to choose an attribution model based on your niche, expertise, advertising goals, and the size of your business.