Attribution is the science behind assigning values to individual touchpoints throughout a customer's decision journey. It's not only a key factor in how we currently optimize marketing campaigns, but attribution is also used for media mix modeling and developing media budgets. Herein lies the Phone Number List problem: marketers tend to look at attribution in our own channel silo, so it's not easy to understand the full picture of a multi-channel environment. As research continues to evolve in form and function, it raises important questions about how we think about and use attribution models – and challenges some of our longstanding practices. Do you have an attribution problem? Attribution modeling has Phone Number List seen incredible advancements over the years, providing ever better solutions for tracking touchpoints throughout a conversion.
While progress has been made, the attribution models most companies use today offer a partial solution that only tracks conversions and online channels. Most companies are just scratching the surface of multi-channel, multi-device attribution. Technology companies are still assembling the necessary components to provide a complete solution to Phone Number List fill the gaps in current attribution models. This leaves us wondering if we have an attribution problem that we may not be aware of? The easiest way to answer the question is to look at your analytics data and see if a significant portion of Phone Number List overall conversions has a long multi-step path. Or in other words, are your customers engaging across multiple channels?
If the answer is yes, a significant portion of your conversions come from paths containing more than 2 steps, you're probably having an attribution problem. Here's how you Phone Number List can see it for yourself: In Google Analytics, go to Conversions > Multi-Channel Funnels Report, then check out the Path Length Report. This report will provide you with a simple breakdown of the amount of paths. You should also check out the Top Conversion Paths report to understand which channels play a role at each stage of the digital consumer journey. I want to emphasize that this report is limited to Phone Number List your digital channels only, unless you introduce additional conversion data from offline channels to analytics. Beware of the attribution gap In June,