We are a B2B SaaS company with many ongoing ad campaigns, and I am facing a problem with lead attribution. Often, leads interact with multiple campaigns before converting, and I don't know which one to attribute them to. I want to be honest with lead attribution and, additionally, I need the numbers to match up so I can continue with the campaigns that are working and eliminate the ones that are not.
So far, I've found some strategies, not sure where to stand.
First Click Attribution: Attributes the lead to the first campaign they interacted with. This is useful for understanding which campaigns generate the initial interaction, but it doesn't always reflect the total impact of the customer's journey.
Last Click Attribution: Attributes the lead to the last campaign they interacted with before converting. It's the easiest to implement but can ignore the role of previous campaigns in the customer's journey.
Linear Attribution: Distributes the lead credit equally among all the campaigns they interacted with. This provides a more complete view but can dilute the impact of the most important campaigns.
Time Decay Attribution: Gives more credit to the campaigns that the lead interacted with closer to the time of conversion. This is useful for understanding the short-term impact of campaigns.
Position-Based Attribution: Assigns more weight to the first and last clicks, with the rest of the credit distributed equally among the intermediate interactions. This balances recognition of both the start and the end of the conversion process.
To make informed decisions and maintain the effectiveness of our campaigns, it's crucial to implement an appropriate attribution strategy. I would appreciate any advice or experiences you could share on how you handle lead attribution in multiple campaigns.
You need at least a Marketing Pro subscription for this exact report. The steps are as follows.
- Create an empty dashboard - Add report -> create report - Select "Attribution" - from the selection under "Contact create" select "Which campaign created the most contacts?" - Next
Now you're going to have one strange lookin report. All you have to do is set an appropriate contact creation date range and you're good to go.
On the very top left of this report you can now switch between the different attribution models and see how the chart changes when you do.
You need at least a Marketing Pro subscription for this exact report. The steps are as follows.
- Create an empty dashboard - Add report -> create report - Select "Attribution" - from the selection under "Contact create" select "Which campaign created the most contacts?" - Next
Now you're going to have one strange lookin report. All you have to do is set an appropriate contact creation date range and you're good to go.
On the very top left of this report you can now switch between the different attribution models and see how the chart changes when you do.
I would start off creating a Dashboard for Lead attribution in the real portal, using real data, and put all 5 versions of the report on it, and compare how the results differ from one another.
- Which one matches your expectations? - Which version surprises you?
Imagine you would have to award 100 credits for each generated Lead to each campaign owner
- Which version of the report seems "fair" to you in terms of credit?
