Measuring conversion with marketing attribution reports
Marketing attribution reports are important for every business organization to track and understand how and which marketing efforts are bringing them conversions. Marketing attribution is simply the science of identifying the exact touch points that convinced the customer to make a purchase. Although it may seem quite easy in theory, in practice it is not. There are multiple touch points that a user interacts with starting from a TV commercial to a promotional email, etc. before becoming a customer. So, without the help of a marketing attribution report, you may not identify which touch points brings the maximum number of conversions to your business.
The marketing attribution reports help you get a better understanding of the complex marketing realm. With so many types of customers, channels, and choices it becomes a hard job to identify where to start from or how to put your efforts in the right direction. Sometimes it becomes hard to identify which customers you must be hitting with marketing techniques like Facebook ads or emails. At the same time, it is also important that you target your customers at the most favorable time of their buying journey.
Marketing attribution helps solve all these problems and gives you a clear idea about your marketing efforts and actions to gain maximum conversions.
How marketing attribution reports can help?
Marketing attribution can help you get answers to various questions regarding the performance of your marketing campaigns and how can you get the maximum return on investment. A few questions are discussed below.
What are the most common touch points to conversion?
The marketing attribution report helps you in Understanding which touch point has gained you maximum conversion. This further allows you to motivate users to get through the path and also repeat the same in your future campaigns.
What is the average number of touch points before conversion?
The attribution model will not only help you see the total touch points the users have visited before making a conversion. But, will also give you an overall idea about the customer’s journey from the first touch point to ultimately becoming a customer. Understanding the length gives you an idea about the obstacles or barriers that might slow down the conversion process or even causing users to even drop off.
Which content is generating the maximum conversion?
As marketing process involves the inclusion of different types of content starting from e-books to blog posts or interactive content. Knowing which type of content is gaining maximum leads can help you understand your customer’s choice better and work accordingly.
Which channels are generating the maximum conversion?
Understanding which channels are giving your business the maximum conversion not only helps you identify the touch point where your maximum customers got engaged but will also let you know which of your content performs best.
The bottom line
The marketing attribution report is the best way you can identify that which of your business channel is bringing you the maximum conversion. Besides, you can also track your audience’s performance and identify what exactly led to the conversion. Identifying the patterns on the way to the conversion will help you as a marketer to take the best decision for your business and gain maximum return on investment.
