Why Last-Click Attribution Doesn’t Work
Not every click has equal value
While once considered a competent system for measuring the value of conversions, last-click attribution leaves a lot of open-ended questions for marketers who want to acquire a deeper understanding of a click path from beginning to end. Last-click attribution places 100 percent of the credit on the last click, but what good is that if you don’t know the chain of events that led to that last click?
It’s not the destination; it’s the journey
Other attribution types incorporate the importance of additional touch points in the click path. For example, linear attribution assigns an equal amount of credit to each and every touch point. Position-based attribution considers the first and last touch points most important, and they then split the difference equally between the remaining percentage of touch points.
These attribution types are preferable over last-click attribution because they help a marketer better understand the path toward conversion. Utilizing more detailed data that better displays what drives a consumer toward that last click enables marketers to make smarter decisions and more cohesive and effective strategies for campaign development.
First Touch Matters
Tracking conversions starts with the first touch point on the conversion path that you can successfully determine and is just as important as tracking all other points up to the last. The reason is because each touch point contains elements that continue to drive the consumer onward until at last they convert into a buyer. Simply relying on last-click attribution means forgoing a significant amount of important data.
Building custom-audience cohorts
Using an analytics solution along with your chosen attribution types, marketers can better understand consumer behavior. You can group people sharing similar characteristics into cohorts for more effective target-based marketing. Additionally, you can see which touch points better drive consumers toward conversion; then adjust your campaigns accordingly. By integrating and tracking your remarketing efforts as well as the advertising channels used to re-engage with your existing website visitors, you’ll develop more specific and successful ads for each cohort groups.
The data garnered from more reliable attribution types can also assist inprogrammatic buying. Real-time, data-driven results provide better knowledge of how a particular ad drives conversions, subsequently enabling marketers to establish a value and quickly correct any problems.
Understanding the importance of all events that contribute to a conversion will let you deliver a significantly better ROI. Even better, a better understand of the full path to conversion also allows for more efficient campaign strategies and ad spend.