Understanding Attribution Models in SegMetrics
This support document will guide you through the different attribution models available in SegMetrics and explain how they work. Attribution models help you understand how your marketing efforts contribute to conversions and revenue. By utilizing the right attribution model, you can gain valuable insights into your customer journey’s and make informed decisions to optimize your strategies.
Main Topics Covered:
- Introduction to Attribution Models
- Any Page View Attribution Model
- First Visit Attribution Model
- Opt-in Attribution Model
- Purchase Attribution Model
- Reference to Additional Support Documentation
- FAQ / Gotchas
1.Introduction to Attribution Models:
Attribution models provide a framework for assigning credit to marketing touchpoints that lead to conversions. They help you understand the impact of different marketing channels and tactics throughout the customer journey. SegMetrics offers the following four attribution models to cater to different business needs and goals.
2.Any Page View Attribution Model:
The Any Page View attribution model assigns equal credit to all marketing touchpoints a customer encounters, regardless of their significance or sequence. This model emphasizes overall exposure to marketing efforts rather than specific interactions. It is useful when you want to acknowledge the cumulative impact of your marketing across the entire customer journey.
3.First Visit Attribution Model:
The First Visit attribution model gives full credit to the initial touchpoint where a customer interacts with your marketing. It recognizes the first touch as the most influential in driving conversions. This model is helpful when you want to focus on capturing new customers and understanding the channels that attract them initially.
4.Opt-in Attribution Model:
The Opt-in attribution model attributes credit to the marketing touchpoint that prompts a customer to opt in or provide their contact information. It highlights the significance of lead generation efforts and helps you identify the most effective lead capture methods. This model is particularly valuable for businesses focusing on building their subscriber or contact list.
5.Purchase Attribution Model:
The Purchase attribution model assigns full credit to the marketing touchpoint that directly leads to a purchase. It concentrates on the final interaction in the customer journey and is ideal for businesses primarily interested in measuring conversion-driven activities. Once someone makes a purchase, SegMetrics looks back to the prior 24 hours and will report on the last touch point the customer made.This model enables you to identify the marketing channels and campaigns that generate the most revenue.
6.Reference to Additional Support Documentation:
For more detailed instructions and information on using attribution models in SegMetrics, please refer to the following support documents:
- Understanding Attribution in SegMetrics
- How to Track and Report on UTMs
- How are the Channels Categorized]
7.FAQ / Gotchas:
Q: Why doesn’t my table add up to the top line metrics?
A: It depends on the attribution model you have selected. Most clients have this question when they are looking at the “any page view”. When this is your view, it is showing you multiple touch points for multiple customers. For example, there are 8 customers who have clicked an ad and 5 that have clicked an email. However, your metrics only show 10 customers. This is showing customer A may have clicked an ad as well as an email during their journey so they would count under both the 8 for ads, as well as the 5 for email.
Q: How is SegMetrics collecting the data for the attribution models in the table?
A: SegMetrics primarily uses UTM data to help group your leads. Channel data is primarily based off of UTM Medium. For search and direct, no UTMs are needed. A lead would fall under search if when they land on your page they came from a search engine like google.com. A lead would fall under direct if they land on your website (typically a homepage) by typing your site into a URL or using a link (without UTMs) that brings them directly to your page.
Q: Can I use multiple attribution models simultaneously in SegMetrics?
A: Yes, SegMetrics allows you to compare and analyze results from multiple attribution models side by side within a dashboard only. This capability helps you gain deeper insights into the effectiveness of different models and make data-driven decisions.
Q: Can I customize or create my own attribution models in SegMetrics?
A: Currently, SegMetrics provides a set of predefined attribution models to choose from. Customization of attribution models is not available at this time. However, the existing models offer flexibility and cover various marketing scenarios.
Q: How often should I review and adjust my attribution models?
A: It's recommended to regularly review your attribution models to ensure they align with your evolving marketing strategies and goals. Factors such as changes in customer behavior, marketing channels, or campaign objectives may warrant adjustments to attribution models.
Q: Can I export attribution reports from SegMetrics?
A: Yes, SegMetrics allows you to export attribution reports in various formats such as CSV or PDF. This feature enables you to share and analyze attribution data with your team or stakeholders.
By understanding and utilizing the different attribution models available in SegMetrics, you can gain valuable insights into your marketing efforts and make data-driven decisions to optimize your strategies.