Multi-channel analytics If a business conducts a large-scale advertising campaign and uses many promotion channels, then each of them influences the purchase decision. In this case, different advertising formats reinforce each other and create the so-called synergistic effect. When conducting such a large campaign, you can evaluate not the effectiveness of each advertising source separately, but the results of the work of a sequence of channels.
They are called customer interaction chains
Indeed, some types of advertising do not immediately lead oman phone number library to applications and sales, but they introduce the audience to the brand and “warm it up” – push it to further steps. Interaction chains include several advertising channels at once If in a large advertising campaign it is necessary to determine the significance of each source, then a special rule is used for this – the attribution model. This rule is needed to understand which promotion method is decisive in attracting clients.
Attribution models can be different
Here are some examples: By first interaction. The most significant advertising source is the first one the client encounters. By last interaction. The most important channel is the last one. By the duration of interaction. A significant advertising source is the one that was closest to the moment of the target action. Linear attribution. All ads that the customer saw before making a purchase are key.
They are equivalent and contributed equally to the result
Attribution models should be used if the advertising if you give up your usual but unhealthy lifestyle campaign involves more than 3-4 channels. Interaction chains can be studied using a professional end-to-end analytics service. The attribution model is also set there, if you need it.
How to set up end-to-end analytics
To build an end-to-end analytics system, you need to complete tg data several steps: Set up web analytics for the site. To access it, – a counter for tracking traffic and user actions. It also assigns a cookie – a unique identifier – to the client. Check your advertising settings. Pay special attention to UTM tags. They show where the site visitor came from. Connect the CRM system. If it has not yet been implemented in the company’s work, then before launching end-to-end analytics, it will be necessary to do this. Choose an end-to-end analytics system.