Data-Driven Attribution is a marketing analysis method based on data from a website. It helps to define which advertisements, marketing channels and keywords are the most effective in converting a visitor to purchase or other forms of engagement.
Faced with the multiplication of marketing channels on the Internet, it is today difficult for advertisers to identify the profitability of each channel. As a general rule, it is assumed that the conversion was caused by the last advertisement clicked on by a site visitor.
However, more often than not consumers click on multiple ads before finally allowing himself to be converted. Conversion can therefore be stimulated by any of the ads the visitor has clicked on. Traditional marketing attribution is a method of analyzing the consumer’s buying path to determine the extent to which each channel has contributed to a conversion target.
This can be a product sale, but it can also be a newsletter subscription or an account creation. The attribution is mainly used by web advertisers, traffic managers, marketing directors or web project managers. This method of analysis is particularly used in the e-commerce sector.
Data-Driven Attribution: What is Data-Driven Attribution?
Now, thanks to the numerous tools that allow the collection of data on Internet users, a new form of data-driven marketing attribution is in full swing. This is called “Data-Driven Attribution”, which can be translated as “data-based attribution”.
It allows to determine which advertising, which keyword, which campaign had the most impact on visitors of a site. Data-based attribution features include notably offered by Google AdWords and Google Analytics 360.
Data-Driven Attribution: How does data-driven attribution work?
The Data-Driven award is based on the analysis of contribution data to enable the contribution of each keyword or advertisement to the conversion to be calculated. In the case of Google AdWords, these are the clicks made on the different ads Google Search that are taken into account.
The click routes that lead to conversions are compared to those that do not, in order to identify the most effective and profitable advertisements and keywords. It should be noted that the model used is different for each advertiser.
Data-Driven Attribution: what are the advantages of data-driven attribution?
The Data-Driven award has several advantages. It allows you tolisten to which keywords, ads, ad groups or marketing campaigns are the most effective in converting a website visitor.
Thereafter, websites can therefore adapt their marketing strategy to the results. In the long run, it is thus possible to deploy only effective advertisements.
Data-Driven Attribution: What data is required to use data-driven attribution?
To be able to use the Data-Driven Attribution method, it is necessary to have some data. This data will allow the creation of an accurate model to determine to which ads the conversions can be attributed.
According to Google AdWords, it is necessary to register at least 15,000 clicks and 600 conversions in 30 days to be able to use this Data-Driven Attribution feature. The functionality becomes unusable if the data volume drops below 10,000 clicks and 400 conversions per month. As a result, the Data-Driven Attribution is not usable by all companies.