What is attribution? In this video, John Lincoln, a digital marketing expert, will define what attribution is, give some background on the process, and finally explain what metrics you should focus on.
What is attribution for marketing?
Attribution is the process of associating a metric with a specific advertising platform.
However, there is a problem with attribution in 2022:
Facebook likes to attribute a conversion to a view through conversion. However, in Google Analytics, we see attribution comes from "Last Click." So, the discrepancy lies in which platform can be credited with that final last click.
(01:16) Find the best solution for your own business
1. Linear Attribution: every single thing within the digital marketing touchpoints gives everything the same amount
2. Weighted Attribution: giving more weight to the first and last touchpoints
(01:52) So where do you look? John Lincoln reveals the specific metrics he looks at and some crucial tips for understanding where your leads are coming from.
(02:23) Main Takeaway: make sure you have proper tracking set up and you're paying attention to MQLs and SQLs.
Finally, track the people that become customers.
If you have more questions on attribution for marketing, leave a comment below.
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