Then later searches for your business online and clicks on a paid search ad before they enter their promotion code and convert. Assuming a week between each touchpoint, here’s approximately how much credit would be given to each of these channels: SEO: 6.25% Email: 12.5% Facebook Ads: 25% Google Ads: 50% Obviously, these don’t quite add up to 100%. In reality, it would be more like 53% Google Ads, 26.5% Facebook Ads and so forth, but that gets a bit confusing, so we won’t worry about that here. The point is, for longer, multi-touchpoint funnels, not all clicks carry the same weight.
A Time Decay model can account whatsapp database for that by assigning decreasing value to clicks as the time interval between the click and the conversion increases. DATA-DRIVEN Finally, if you really want to do things right, Google Analytics gives you the option to use your own data to customize any of these models to better fit your overall marketing funnel. This is what’s called a Data-Driven attribution model. For example, you can create your own position-based model and distribute credit for conversions however you want (ie, 30%, 30%, 40%).
You can create a last touch scenario that ignores certain channels aside from Direct. Data-Driven attribution models take more work to create, but they have the most potential because you can write custom rules to distribute credit as you wish between touchpoints. The better you come to understand your marketing funnel, the more you’ll want to create your own custom model. Conclusion Can you see why understanding each of these models is so important? If you aren’t using a model that reflects how customers interact with your business, you won’t be able to assess your channels accurately and make educated decisions. And, unfortunately, you can’t rely on Google or Facebook to figure it out for you.