Launching our site and our services via a single marketing campaign is difficult. On the Web, from the very moment a site is publicised, this comment rings true: traffic arrives from at least three sources – Direct Access, Search Engines, External Sites - without the need for significant intervention operations.
From the very moment that we begin to invest in multiple communication channels simultaneously - keyword advertising, display advertising, DEM, SEO etc., it is important to understand the nature of each of their roles and how they contribute to converting visitors.
How can we correctly attribute return value/campaign conversion rates? Trackset ConversionLab offers three approaches (all equally valid) and provides essential information in order to evaluate the investment made.
Conversions are attributed to the last campaign effected, which served to direct the visitor to the site.
Example: today, the visitor accessed the Search Engine and made a purchase. The conversion is attributed to the Search Engine.
It is possible to attribute the conversion to the first campaign effected, which served to direct the visitor to the site (first win).
Example: today, the visitor arrived from the Search Engine and made a purchase. The same user visited the site two months previously, via the Display Advertising campaign, without purchasing anything. The conversion is attributed to the Display Advertising campaign (the first point of call).
This analysis type attributes the conversions to a combination of campaigns effected, which served to direct the visitor to return to the site (within a limited time frame).
Example: today, the visitor arrived from the Search Engine and made a purchase. 15 days previously, the visitor arrived on the site via Direct Access and 10 days previously, via DEM. The conversion is attributed to a combination of all three campaigns.