An approach to assign credit across multiple channels (SEO, PPC, social) for conversions.
Why Multi-Channel Marketing Attribution Matters
Multi-channel marketing attribution is crucial because the customer journey is rarely simple. In today’s digital landscape, a customer might see a social media ad, click on an email, and then finally convert after a Google search. Without attribution, you might give all the credit to the last channel, which is a major mistake. Attribution allows you to:
- Make Smarter Investments: You can see which channels are truly driving your business’s success and where you should invest your budget.
- Understand the Customer Journey: You can see how a user is interacting with your business across a variety of channels.
- Improve Your SEO: By understanding which channels are driving your business’s success, you can better optimize your SEO strategy.
Across Different CMS Platforms
The management of multi-channel marketing attribution is a technical and content strategy that can be applied to any CMS.
WordPress
WordPress users can easily manage their multi-channel marketing attribution by using a variety of plugins. A good plugin can help you track your keyword rankings, organic traffic, and conversions.
Shopify
On Shopify, multi-channel marketing attribution is essential for an e-commerce store. You can use a variety of tools to track your keyword rankings, organic traffic, and conversions.
Wix
Wix has a streamlined, user-friendly system, and you can still optimize for multi-channel marketing attribution. The platform’s built-in SEO tools make it easy to manage your titles, meta descriptions, and on-page content.
Webflow
Webflow gives you granular control over your website’s design and code, which is perfect for a sophisticated attribution strategy. You can use it to create a perfectly structured page that is optimized for a specific keyword or set of keywords.
Custom CMS
With a custom CMS, you have the most control but also the most responsibility. You can build a system that automatically tracks and analyzes your SEO performance and provides your content creators with data-driven insights.
Across Different Industries
The way you monitor multi-channel marketing attribution will depend on your industry and your goals.
E-commerce
E-commerce sites can monitor their multi-channel marketing attribution by tracking their keyword rankings, organic traffic, and conversions. A low ranking for a product can lead to a loss of sales.
Local Businesses
By tracking their keyword rankings, organic traffic, and conversions, local businesses can keep an eye on the attribution of their multi-channel marketing. Losing clients can result from a local keyword’s poor ranking.
SaaS Companies
SaaS companies can monitor their multi-channel marketing attribution by tracking their keyword rankings, organic traffic, and conversions. A low ranking for a marketing page can lead to a loss of customers.
Blogs
Blogs can enhance their multi-channel marketing attribution by meticulously analyzing their keyword rankings, organic traffic, and conversion rates. A decline in an article’s ranking can significantly impact organic traffic, underscoring the importance of continuous optimization and strategic content planning.
Do’s and Don’ts
Do’s
- Do use a variety of attribution models. A good attribution strategy includes a mix of models, such as first-touch, last-touch, and data-driven attribution.
- Do use a clear set of KPIs. A KPI is a key performance indicator. You should use a clear set of KPIs to measure your SEO performance.
- Do use a systematic approach. The process of monitoring SEO performance should be a continuous, cyclical process of analysis and adjustment.
Don’ts
- Don’t ignore the data. A lack of data can lead to a loss of organic traffic.
- Don’t focus on a single metric. A good SEO monitoring strategy includes a mix of metrics, such as rankings, organic traffic, and conversions.
- Don’t use a black hat link building tactic. This can lead to a severe penalty.
Common Mistakes to Avoid
- Failing to use a clear set of KPIs: This is the most common mistake. You cannot improve what you do not measure.
- Ignoring the data: The data from a keyword rank tracking tool can provide invaluable insights into your SEO strategy.
- Focusing on a single metric: A good SEO monitoring strategy includes a mix of metrics, such as rankings, organic traffic, and conversions.
FAQs
What is an attribution model?
An attribution model is a rule or a set of rules that determines how credit for a conversion is assigned to a marketing touchpoint. Examples include first-touch, last-touch, and data-driven attribution.
What is the difference between first-touch and last-touch attribution?
First-touch attribution gives all the credit for a conversion to the first marketing channel a customer interacted with. Last-touch attribution gives all the credit to the last marketing channel a customer interacted with.
What is “data-driven attribution”?
Data-driven attribution is an attribution model that uses machine learning to analyze all the marketing touchpoints in a customer’s journey and assigns credit to each channel based on its actual impact on a conversion.
How does multi-channel marketing attribution help my SEO?
By using multi-channel marketing attribution, you can see which channels are truly driving your business’s success and where you should invest your budget. This can help you make more informed decisions about your SEO strategy.
What is the difference between multi-channel and single-channel attribution?
Multi-channel attribution analyzes the entire customer journey, from the first touch to the last. Single-channel attribution only analyzes one channel, such as the last channel a customer used.
