For example, Ads was the first source of conversion for 799 applications and the last for 1,266 applications. According to the first-touch attribution model, Facebook* brought 140 applications, but according to the last-touch attribution model, Facebook* brought much fewer applications — only 99. Finally, if we consider all traffic channels to be equally important in the customer acquisition chain, then Google Ads brought 939 applications, Yandex.Direct — 850 applications, and Facebook* — 133 applications.
The blog provides detailed information about
Attribution models and how to determine the value of an advertising channel in the customer acquisition chain .
Roistat clients can also set up their own attribution shop model and assign the value of touches with the user using the U-Shape template. By default, this model assigns 40% of the value to the first and last visits, evenly distributing the remaining 20% between the remaining channels in the multi-channel acquisition chain. However, in the settings, you can change the principle of value distribution, taking into account the specifics of the business. For example, set it up so that the first visit is assigned 20% of the value, the last one – 40%, and the remaining 40% is distributed between all the others.
In the Roistat report, you can track indicators for several attribution models at once. For example, see how many applications came from the traffic channel by attribution for First Interaction, how many by Last Paid Click, and how many by the company’s own model. You can select different attribution models for the same indicator. For example, track revenue, profit, expenses, ROI and other indicators by your own attribution model and by First Click.
This will make it clear which ads are driving users to the site more often and which traffic sources are more likely to convert visits into purchases.
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Advanced Analytics: Using Different Attribution Models
Roistat also helps you compare how different attribution models impact the determination of the value of an advertising channel.
An attribution model is a set of rules that valentine’s day is celebrated determine the value of each channel in the lead and customer acquisition chain. Some attribution models give all the credit to just one traffic channel, while others take into account the value of each channel in the acquisition chain differently.
In Roistat you can choose which attribution model to use to calculate the indicators:
- upon first interaction;
- by last interaction;
- by last paid click;
- by touch position;
- linear attribution;
- attribution taking into account the period;
- own attribution model.
This helps track the effectiveness of advertising
Taking into account the specifics of the company’s business b2c fax model, sales funnel and customer touchpoint chain.
For example, before making a purchase, a customer visited the site several times: from Yandex.Direct advertising, from VKontakte advertising, from Google Ads advertising, and from Facebook advertising*. According to the first-click attribution model, 100% of the conversion value belongs to Yandex.Direct. According to the last-click attribution model, 100% of the conversion value belongs to Facebook*. But according to the linear attribution model, all 4 traffic channels are equally valuable.
In Roistat, you can track channel performance across multiple attribution models in one report.