Been diving deep into attribution models lately. Trying to figure out which one actually gives us the most accurate picture of our marketing efforts.
Last touch seems too simplistic, but multi-touch can get complex fast. Anyone found a good balance?
Curious what’s working for others in terms of accurately tracking campaign success.
We mostly use last-click. It’s simple, but it works for us. Multi-touch is cool, but takes too much time to set up and analyze.
Tried a bunch of models over the years. Settled on a time-decay approach for most campaigns. It gives credit to multiple touchpoints but weights recent interactions more heavily.
Found it balances accuracy and simplicity pretty well. Catches those assist channels that last-click misses, without the headache of equal-weight models.
One tip: customize decay windows based on your typical sales cycle. We use 7 days for our quick-convert app, but it was 30 days for a B2B product I worked on before.
Just make sure your team understands the model. Numbers are useless if people don’t know how to interpret them.
Position-based attribution. It gives 40% credit to first touch, 40% to last, and splits the rest among middle interactions.
Captures the value of awareness channels without ignoring closing touchpoints. Simple enough to implement but more nuanced than last-click.
Key is to define conversion events clearly. For apps, I use first purchase or 3 days of active use.
Run it alongside last-click for a few months. Compare results, adjust weights if needed. You’ll get actionable insights without drowning in data.
I’ve had good results with a blended approach. Using last-click for quick decisions, but diving into multi-touch for bigger campaigns or when numbers look off.
Key is to keep it manageable. Pick a few important touchpoints to track instead of trying to capture everything. Gives more insight without getting overwhelming.
Test different models see what matches your gut feeling