How to take advantage of our attribution models in online business?

by Albert Palacci

In Analytics we can see the sources that have generated conversions on our website, what happens is that in the default view only see the source for which the user has agreed to complete a purchase, filling out a form, etc.. and we see the different sources that have generated the user interaction with our brand.

Let’s itemize the steps that a user before purchasing a bicycle medium / high range.

1. The user searches Google and go to our website through a paid advert in the search (Google AdWords). After seeing our products and prices and surf the web, remember our brand.

February. Already know us as we search Google and check us new (this visit would be reflected as organic traffic), once inside the page button and through our Facebook fan page is. The meantime is looking for more options and pricing.

3. Through his Facebook wall updates see one of our publications and access to the web again (counting as visits from social network).

April. Finally, after having been present during their decision making Read our web on the computer and buy. (Check conversion and direct traffic).

Within the allocation model, we can see the different interactions with predefined models:

- Last interaction, it is the ultimate source that led to the purchase, in case we have seen above, the Forward Traffic Channel would take 100% of the profit from the sale.

- Indirect Last Click, in this case those visits coming from Direct Traffic is excluded, giving 100% of the profit from the sale of the last interaction that does not come from this source, in our example would be for the Social Traffic

- Last Click AdWords, in the above case has not occurred, but it is possible that in another environment a user entered the site twice through Google ads, which would make this model is to give 100% to the last click do it instead of dividing proportionally.

- First interaction, this model attributes 100% of the profit from the sale to the first input channel, in our example it would search traffic methods.

- Linear, profit from the sale are divided proportionally among the channels that have gone into action, the sale of the bike would be divided into 4 equal parts to traffic sources.

- Deterioration of the time, the sources that are closer to selling a higher percentage will therefore depend on the channels you have interacted the percentage assigned to each.

- Depending on the position, the channels have more weight in this model are the first and the last, giving 40% to each of these sources and the remaining split the rest.

To understand a little more we will put ourselves in a position, if we carry with us throughout the post, we realize why we are an online store that sets the markup, so what interests us most is the first interaction, since we know that then compete in price compared to other online shops. In this case we can create a customized model.

Select as base model “based on position” in this way we can give the percentage we want to different channels.

If for example, we’ve sold the bike worth € 1,195, depending on the model attribute as follows:

Traffic paid search (Google AdWords) 40% = 478 €

Traffic Search (Organic) 15% = € 179.25

Social traffic (Facebook) 15% = € 179.25

Direct Traffic 30% = € 358.5

Distributing revenues from our online store as the influence they have had on sales channels.

Depending on the nature of your business, you can configure the model to show your real situation and thus to properly raise the investments we make to enhance the different traffic channels.