Now that we have introduced a lineal attribution model, let’s review the various models that Analytics provides:


Which is best for you on a daily basis?  What is truly important all things considered? Let me explain to you why:

PROs CONs
Last Interaction Maximum extension, popular, standard. The other channels are not taken into consideration or given importance; unfair assessment.
Last Indirect Click You favor the last channel that is not related to direct traffic. Like the above, but we move the moment of conversion to the left.
Last AdWords Click Understandable if Adwords represent a high percentage of your online marketing investment. Everything imaginable. If Google Analytics and Adwords belong to the same company, they’ll want to incentivize Adwords.
First Interaction You credit the interaction that initiates  the buying process, that creates the need. This is unfair; the channels that register later participation are not credited.
Lineal All channels are equally credited. A banner click is given the same credit as a newsletter click. That is, a new click is equally as valuable as one already in our CRM.
Decline over time The closer to the sale, the more value. The click that initiated the buying process is not credited.
Based on position Both the opening and closing clicks are credited. The least unfair. The middle clicks are not credited.

So many options, websites, marketing campaigns, market and cultural maturity, product types, prices, e-commerce or lead acquisition…

Download our Attribution Model white paper. It’s set out in clear language, with answers based on experience and specific examples of the following topics:

1. A clear definition of Attribution Models and the Customer Journey.
2. A chart with the pros and cons of every attribution models.
3. A case study showing how to find out at a glance if attribution models are needed.
4. Optimization actions based on analyses of the attribution model.
5. Use a very simple tool in order to understand the influence between channels.
6. Duplicate conversions do not mean duplicate sales.

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