Which Attribution Model Is The Best Of Them All?

Which Attribution Model Is The Best Of Them All?

A couple of years ago, I was helping a friend run a digital campaign to sell pet supplies. We scaled up the campaigns to drive 10X traffic with a reasonable conversion rate.

Setting up attribution models correctly will enable marketing budgets to be allocated to the right channels and campaigns

A couple of years ago, I was helping a friend run a digital campaign to sell pet supplies. We scaled up the campaigns to drive 10X traffic with a reasonable conversion rate. During optimising the campaigns, we saw that CPS for top of the funnel keywords like ‘Dog Food’ way higher than other campaigns. We, therefore, decided to ramp down the budget for this campaign and allocate budgets to better performing campaigns. Standard operating procedure till here.

The Case of Last Click Attribution

Things took a bad turn when we saw that conversion numbers drop. The ‘optimisation’ has resulted in lesser number of people entering the funnel. Buyers would come back after a few days and search for the brand name which wasn’t happening any more since the brand name was no longer in the consideration set. This reduced the overall traffic and sale.

We were committed to last-click attribution at that point in time. It was only after taking a step back and when we mapped the user journey to purchase, did we realise that we were committing a rookie mistake. We were not attributing conversions to the top of the funnel and mid-funnel campaigns appropriately.

With default settings in various tools set to last-click attribution it’s quite often that I notice this trend with many marketers. Only when we analyse the user journey and setup attribution models correctly will the marketing budgets be allocated to the right campaigns and optimisation efforts be fruitful.

attribution data analysis

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