Marketing Attribution Models: A Beginner's Guide

Want to know which marketing channels actually drive sales? Marketing attribution models help you figure out where to focus your efforts by showing how different touchpoints contribute to conversions.

Here’s a quick overview of the main attribution models:

• First-Click: Gives all credit to the first interaction. Ideal for campaigns focused on awareness.

• Last-Click: Credits the final touchpoint before a sale. Useful for understanding direct conversion drivers.

• Linear: Spreads credit evenly across all interactions. Best for multi-channel strategies.

• Time Decay: Prioritises interactions closer to the sale. Great for short sales cycles.

• Data-Driven: Uses machine learning to assign credit based on actual customer behaviour. Perfect for complex journeys.

Key takeaway: Choose a model that aligns with your goals - whether it’s building awareness, nurturing leads, or driving direct sales. Set up proper tracking in tools like GA4 to get accurate insights.

Ready to optimise your marketing efforts? Dive into the full guide to learn more.

Which Marketing Attribution Model Should I Use?

Attribution Model Types

To effectively measure the success of your marketing campaigns, it's crucial to understand attribution models. These models help track how different touchpoints contribute to conversions. Below, we break down the main types and their uses.

First-Click Model

This model gives 100% credit to the first interaction a customer has with your brand. For example, if someone clicks on a Google search ad, later visits via social media, and finally converts through an email, the Google ad gets all the credit. It’s particularly useful for identifying which channels are driving initial awareness and bringing new prospects into your funnel. However, it doesn’t account for the influence of later interactions.

Last-Click Model

In contrast, the last-click model assigns all credit to the final touchpoint before a conversion. This makes it helpful for understanding which channels directly lead to sales or sign-ups. However, it ignores earlier interactions that may have played a role in the customer’s journey.

Linear Model

The linear model spreads credit equally across all touchpoints in the customer journey. For instance, if a prospect interacts with your brand through four different channels before converting, each channel receives 25% of the credit. This approach works well for campaigns that aim to nurture customers across multiple platforms, but it doesn’t highlight which touchpoints had the most influence.

Time Decay Model

This model places more weight on interactions closer to the conversion. Earlier touchpoints receive less credit, while those closer to the sale get a larger share. It’s especially effective for businesses with shorter sales cycles, where recent interactions tend to have a stronger impact on the final decision.

Data-Driven Model

Data-driven attribution relies on machine learning to analyse customer behaviour and assign credit based on actual conversion patterns. It's ideal for complex customer journeys where multiple touchpoints play a role.

Examples of Data-Driven Success

1. Geox's Results

The Italian footwear brand adopted data-driven attribution in 2021 and saw impressive outcomes:

• A 6% boost in return on ad spend (ROAS)

• A 30% reduction in campaign management time

• Better cross-channel promotion effectiveness

"The social integration provided us with a better picture of cross-channel marketing data impact and allowed us to open up new audiences across Search and social. Thanks to this approach, we increased purchase loyalty and reactivation." - Giulio Salvucci, Global Digital Business and Innovation Director at Geox

2. Crédit Agricole Italia's Gains

This financial services company switched to data-driven attribution and achieved:

• An 8% increase in incremental conversions

• An 8% decrease in cost per lead

• An 85% rise in Display conversions

Up next, we’ll explore how to select the most suitable attribution model for your business.

Choosing Your Attribution Model

Align Models with Marketing Objectives

Choose an attribution model that aligns with your marketing goals, as each model evaluates campaign performance differently. For example, first-touch attribution highlights channels that generate initial interest, making it useful for brand awareness. On the other hand, last-touch attribution focuses on the final steps leading to a sale. However, relying solely on single-touch models can leave gaps in understanding the full picture.

"Comparing attribution modeling reports help us to understand how the entire buyer journey supported the conversion. Looking at this information in greater depth enables marketers to maximize ROI." - Kayle Larkin, Owner at Larkin SEO

A July 2022 GA4 analysis revealed that email and paid search were more effective at starting conversions than closing them. This insight led to adjustments in top-of-funnel strategies.

The Role of Your Sales Cycle

Your sales cycle duration plays a key role in selecting an attribution model. For products with quick purchasing decisions - like retail goods - a short attribution window of around 7 days works well. In contrast, more complex purchases, such as insurance policies, often require longer windows, sometimes up to 90 days, to fully capture the customer journey.

Attribution Setup Tools

Set up attribution tracking tailored for the UK using top platforms.

Using Google Analytics and Looker Studio

In GA4, navigate to Attribution Settings to configure:

• Currency: £

• Date format: DD/MM/YYYY

• Measurement units: Metric

Key Attribution Parameters

When configuring attribution, you'll need to focus on:

• Attribution model: Choose how credit is assigned across interactions.

• Channel eligibility: Include both paid and organic channels.

• Lookback window: Define how far back interactions are considered.

Switching from a last-click model to another option means credit will be shared across multiple interactions.

Suggested Lookback Windows:

• 30 days for acquisition conversions.

• 90 days for other types of conversions.

For tailored setups and expert guidance, check out Dolphin Analytics Services below.

Dolphin Analytics Services

Dolphin Analytics offers solutions designed for UK-specific attribution needs. Their packages include:

Basic Setup Package (£999+)

• Standard GA4 setup.

• Tracking for one marketing channel.

• A custom attribution report.

Business Package (£2,499+)

• Advanced attribution model setup.

• Tracking for four marketing channels.

• Three custom GA reports.

• Two support sessions.

Enterprise Solutions

• Tracking across all marketing channels.

• Custom Looker Studio dashboards.

• Full-scale attribution model configuration.

• Regular monitoring and performance reviews.

GA4 now excludes direct visits from attribution unless the entire conversion path is direct. To get a complete picture, enable reporting for both paid and organic channels.

Key Takeaways

Here are some key points to help shape your attribution strategy:

Start by ensuring your model aligns with your business needs:

• Match your attribution model to your sales cycle and its complexity.

• Take into account the number of touchpoints in your customer journey.

• Choose a model that fits your business goals - whether you're focused on increasing brand awareness or driving direct conversions.

In addition to selecting the right model, follow these important tracking practices:

• Regularly review, compare, and adjust your attribution strategy.

• Set up proper channel tracking in GA4 before switching attribution models.

• Keep an eye on both paid and organic channels.

• Document baseline metrics before making changes to accurately measure the impact.

These steps not only simplify model selection but also align with your overall marketing analytics approach.

For advanced attribution setup and monitoring, consider Dolphin Analytics' Business Package, starting at £2,499.

FAQs

How can I choose the right marketing attribution model for my business goals?

Choosing the right marketing attribution model depends on understanding your customers’ behaviour and aligning the model with your specific marketing objectives.

Start by analysing how your customers interact with your marketing channels. For example, do they typically convert on their first visit, or do they interact with multiple touchpoints before making a purchase? If your goal is to identify where new prospects are coming from, a first-click model might be ideal. On the other hand, if you want to understand which channels drive final conversions, a last-click model could be more suitable. For a more comprehensive view, consider multi-touch models that distribute credit across multiple touchpoints.

Keep things simple unless your business needs demand a more complex approach, as overly intricate models can lead to confusion and delays. Regularly review your chosen model to ensure it remains relevant as customer behaviour evolves. A data-driven approach can also help you objectively select and refine your model based on actual performance data.

How does data-driven attribution differ from traditional models like first-click or last-click?

Data-driven attribution (DDA) stands apart from traditional models such as first-click or last-click by relying on your actual conversion data to evaluate the role of each interaction in a customer's journey. While traditional models assign all credit to either the first or last interaction, DDA uses advanced analysis to distribute credit more accurately across all touchpoints.

Unlike predefined formulas, DDA identifies patterns in how users engage with your marketing channels, even in complex journeys. This approach ensures that marketing efforts are optimised based on real customer behaviour, providing a clearer picture of which strategies contribute most effectively to conversions.

How can I set up accurate tracking and reporting for a marketing attribution model in GA4?

To ensure accurate tracking and reporting in GA4, start by familiarising yourself with the available attribution models and how they assign credit to marketing channels. GA4 offers data-driven models, which use algorithms to determine credit allocation, as well as rule-based models like first-click, last-click, linear, position-based, and time decay. Each model is suited to different business goals.

When configuring your attribution model, focus on filtering out unnecessary conversion events to keep your data clean and actionable. Use GA4's comparison tools to evaluate how different models impact your results, helping you choose the one that aligns best with your objectives. Regularly reviewing and refining your setup will ensure more accurate insights into your marketing performance.

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