Accurately attributing sales to your marketing activities is one of the most important – and difficult – jobs of a Digital Marketer. There are so many paths a customer could take to reach your purchase page, and not all of them are easy to measure.
Even if you just focus on the digital channels (because they’re easy to measure), the raw numbers don’t always tell the whole story. Sometimes you have to dig a little deeper to get to the truth.
Take one of our clients for example – a high-end, one-brand, designer furniture retailer. As you might expect, their website isn’t selling products one buys on impulse. Instead, conversion paths are extremely long, with over half of all traffic coming from Paths with 6 steps or more.
Now, these guys had a pretty young account and it was growing rapidly. To make sure they invested their money in the right places, they needed us to assess the optimal spend for different channels. What we found, was that the performance reported on Non-Brand Text Ads (AKA “Generic Search”) seemed extremely poor at face value.
That seemed a bit strange to us, so we assessed the conversion paths and tested different attribution models in the Analytics Attribution Modelling tool.