Attribution Tracking in Digital Marketing

Source: Adobe Attribution

Studying 11 different advertisers in the retail sector, here are some common “how to” best practices around attribution tracking strategy and execution:

Approaches:

  • Last click (still dominant)
  • Algorithmic
  • First click
  • Hybrid model

What’s included in the attribution model?

  1. Paid search/display
  2. Organic / non paid / social
  3. Affiliate / referral

Attribution timeframes commonly tracked:

  • 30 mins
  • Less than 6 hours
  • 7-24 hours
  • 25 hours – 7 days
  • 7-29 days
  • 30 days+

Only 8% of advertisers factor in viewability.

Attribution tracking has three parts:

  • Campaign management – tag management systems, ad servers, ad view-ability measurement.
  • Analytics – web analytics, attribution pure players (adclear, encore)
  • Consultants – agencies and management companies who interpret and manage this data effectively.

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