Effectively Steer Your Marketing

Going with the last-click attribution model is an easy way to link orders with channel-specific revenue contributions. Orders are attributed 100% to the last customer touchpoint. But this standard model does not reflect the standard customer journey of awareness, interest, desire, and decision – each with its own touchpoints. You’ll never know which touchpoint was actually your biggest revenue driver.

The u-shaped or “bathtub” model credits the first and last touchpoint with a higher attribution percentage and equally assigns the rest to other involved touchpoints. Some touchpoints might even be excluded completely, e.g., certain affiliate referrals. Still, assigning attribution percentages is highly subjective. This lack of reliability can largely influence your ability and speed to grow your marketing profitably.

Increasing your marketing ROI will only be truly effective when you prioritize marketing channels that lead to touchpoints with relevant interactions. That’s why our rule-based algorithm identifies key drivers generating online orders, e.g., add-to-basket or add-to-wishlist sessions, newsletter signups, account registration, time on site, and many more. While target groups, channels, and strategy might vary, our model is applicable to any industry.