In marketing, attribution represents the model used to assign a role or weight behind a conversion (purchase, subscription, lead, etc.) to the various marketing levers in place at an advertiser.
Marketing attribution makes it possible to make the most of the partners of an affiliation platform and the various channels that move the consumer along the conversion path (Customer Journey), and to optimize marketing investments.
Why aren’t the ratios for each of the levers sufficient?
Although these reports are essential for tracking and optimizing individual levers, the data they contain is limited to the lever they serve. They do not take into account the other levers to which the consumer has been exposed.
From Last Click to Multi-Touch Attribution
Most marketers have adopted the last point of contact (also known as “last click”) model as their primary attribution model, as this is the default model for most analytics platforms. While this methodology is easy to understand and provides interesting data on campaign performance, it doesn’t provide a comprehensive view of all the channels a customer may have used to influence their purchasing decision.
Don’t wait any longer to adjust your campaigns
Am I using the right levers? Is the budget allocation in line with my objectives? You need to be able to get answers to these questions without having to spend hours analyzing the reports for each of your acquisition levers.
How to equip yourself for attribution marketing?
Depending on the diversity and complexity of the levers you use, the solution for equipping yourself will not be the same.
Some solutions can offer you an “as is” analysis of your customers’ journeys. This may be sufficient when the number of levers you use is limited.
Other solutions can provide you with a complete ROI analysis, applying weightings according to the acquisition model in place and the actual budgets for each of the levers, as well as integrating offline data to take into account results in the physical world.
What does Effinity offer?
In addition to its dedicated dashboards for each of the levers and a multi-touch affiliate measurement tool that allows affiliates to be commissioned differently according to their contribution, Effinity offers you an audit to suggest the most suitable external solution: Google Analytics, Wizaly, MixCommander, Eulerian, Easyence…
Effinity can then use this tool to support you in your overall acquisition strategy.
Mis à jour le 19 April 2025
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Mis à jour le 19 April 2025
