You can refer here for more information on setting goals. How to Track Multi-Touch Attribution in Google Analytics?īefore you can track any type of conversions in Google Analytics, you have to have goals defined. But if your product is one where people take a long time to decide (say, real estate or an expensive SaaS product), you’ll want a longer window. If your product is one with a short purchasing cycle (like a sweater) you’ll want a shorter window. Google Analytics uses 30 days as a default and allows configuration between one and 90 days. So how far back should we go when looking at the conversion path? Unfortunately, there is no globally correct answer. This is where the concept of a lookback window comes into play. But what if that Google search had happened weeks before she saw the blog? Or months before? We wouldn’t feel as confident that Leila even remembered that first visit to our site. Seeing the brand twice in such a short time frame could be a strong reinforcement. In our example, you can make the argument that Laila wouldn’t have clicked through the blog if she hadn’t already seen and visited right before when executing the Google search. So the last channel gets the most credit, the second-to-last channel gets a bit less (how much depends on how much time passed), and so on.Ĭheck out more details on the models. Time decay - this is the most sophisticated model which assigns a larger weight the more recent a channel is to the conversion. Position based - where the first and last channel get 40% of the credit each, and the touches in between split the remaining 20% (in our example, 40% to organic search, 40% to referral, 20% to email) Linear - where each channel gets equal weight (in our example, 33.3% to organic search, 33.3% to referral, 33.3% to email) They differ in how they distribute the credit (weight) among the channels. Google Analytics allows you to choose from the three most common multi-touch models. It allows more than one channel involved in the conversion to get credit. It’s easy to see the limitation in these models: what if the first and last channels (and the ones in between) were necessary for the conversion? This is where multi-touch attribution comes into play. first-touch attribution gives all credit to the first channel, with the rationale that i’s the channel that first introduced the brand to the customer - no future channels may have come into play without that introduction.last-touch attribution, the default in most tracking programs including Google Analytics, gives all credit to the last channel before the conversion (email in our example) with the rationale that it’s the channel that closed the deal with the customer.The most common attribution models in industry are single-touch models: This example involves three channels that bring Laila to e before she makes a purchase: organic search (Google search), referral (the lifestyle blog) and email. The next day sends her an email that she clicks through - and this time she makes a purchase. She’s still not ready to purchase, but she signs up for the newsletter. On a lifestyle blog about choosing the best sweater, they also mention and she clicks through. She continues searching and browsing online. She browses for a while but doesn’t immediately purchase. Let’s say Laila searches for sweaters on Google and clicks through a search result for. Multi-touch attribution is best explained through an example. You can learn more about marketing attribution. Knowing where your traffic comes from, and where the valuable traffic comes from, is key to valuing your marketing strategy and to understanding your users. What is Attribution?Įach time a user visits your site, they come from somewhere - by clicking on a search result link or clicking through an ad or even directly typing the URL to your site. You can also click through to learn about tracking first-touch attribution and last-touch attribution in Google Analytics.
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This tutorial will explain how to track marketing attribution in Google Analytics, specifically looking at multi-touch attribution. This is very useful for valuing your marketing channels and understanding your customers’ behaviors. Marketing attribution is a very useful tool for understanding how your users interact with different channels before coming to your website.
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