A marketer's best bet to discern digital attribution
ET BrandEquity
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Big bucks are spent on digital marketing, from websites to advertisements, social media marketing and influencers. But when it comes to analysing what led to the success or failure of a campaign, marketers struggle with attribution.?
Where did the traction come from, where do the drop-offs happen, was it the first or last click, and what space gives them the most engagement are some pertinent questions digital marketers have.?
In such a scenario, data-driven attribution (DDA) is a marketer's best bet. DDA uses conversion data to calculate the contribution of each ad interaction across the conversion path.?
Google Analytics 4 (GA4) is one such analytics service that enables one to measure traffic and engagement across their websites and apps.?
It helps develop an understanding of website traffic and how users behave once on-site by linking data from various touchpoints across the Google ecosystem like shopping, Youtube ads, display ads and organic content.?
But while GA4 can help optimise campaigns by giving you keywords and ad groups to focus on, it also has certain limitations.?
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Outside of the Google ecosystem, getting integrated information from platforms like Instagram or Amazon isn't possible. DDA also doesn't reveal how the system assigns credits to each touchpoint. And since it relies on online data, it can’t paint a picture of any offline touchpoints in the conversion process.?
The interesting thing about attribution is that just because a certain touchpoint is giving you higher credits than another, putting all your eggs in one basket will not necessarily increase your returns. Having a well-fleshed-out strategy is still necessary.
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