The Different Pros And Cons Of Marketing Attribution Tracking Models

different attribution models

Attribution tracking has been considered the core of all marketing analysis since the beginning of marketing strategy implementation. All reputable marketing teams use some variation of attribution models so they can optimize and increase the ROI of marketing campaigns. However, in the digital world, there has been an evolution of the consumer journey, and attribution models need to be modified according to client interactions. This article will examine the different types of attribution tracking models, along with their various pros and cons.

Model #1: The First-Touch Attribution Tracking Model

The first-touch attribution tracking model is a method whereby the marketing campaign initiates all interactions, including the first customer interaction, with the company. The model will often ignore the overall campaign driving conversions after the initial interaction, as well as all interactions after the first touch.

This attribution tracking model is beneficial because marketers focus solely on customer demand and not on conversions. By concentrating on demands, the model highlights marketing campaigns that introduce consumers to the company brand irrespective of the outcome.

Unfortunately, a first-touch tracking model does have some cons with one being that there is limited optimization. Without any ability to determine the drove conversions and revenue, the marketing team will have a problem justifying their impact on the company’s financial bottom line.

Model #2: The Last-Touch Attribution Tracking Model

Contrary to the first-touch marketing model, the last-touch attribution tracking model emphasizes the conversion in the last customer-brand interaction. Marketers utilizing this campaign can gain insight into transactions with the highest conversion rates, but they will lose sign of influencers leading to the overall conversion.

A benefit of this model is that it is powerful for marketers focusing on driving conversions during a marketing campaign. When a non-converting action holds no value for the company, last-touch models are effective as attribution tracking strategies.

The con of the last-touch model is that it ignores any influencing factors on the path to conversion. For example, a lead can interact with the brand several dozen times before conversion, and the last-touch model will not provide information on these highly influential interactions.

Model #3: The Linear Attribution Tracking Model

The linear attribution tracking model is the first step away from single-touch models to a multi-touch attribution model which is offered by Gauges’ attribution tracking software. Linear attribution involves even assignment of credit for consumer-brand interaction throughout the consumer journey. So, for instance, each touch will receive 10% value if there are ten touches. If there are five campaigns, each will receive 20% of the credit.

The linear model is advantageous because it is a straightforward method of analyzing marketing campaigns through multi-touch attribution tracking. By assigning the same amount of credit to each interaction, the marketer can optimize effectively and accurately for the consumer journey instead of dealing with a single-touch case.

While the liner model helps a marketing team move past single-touch models, it does present with some limitations or challenges. As all touches receive credit, there is a loss of optimization for specific outcomes. For example, linear attribution tracking will assign the same level of credit to high influencing conversion activities (such as demonstration requests) and low influencing touches (such as email clicks) making it difficult to optimize or request conversions.

Model #4: The Time Decay Attribution Model

The time decay attribution tracking model is another multi-touch analysis method. This option operates by assigning the most credit to the customer interaction resulting in a conversion. Any touches leading up to the conversion will receive less value, and the less the credit will depend on how far away the touch is from the conversion.

One of the most significant benefits to the time decay attribution model is its ability to optimize. This model acknowledges the importance of all interactions leading up to the conversion while still placing value on activities before and after the conversion. Touches nearest to the conversion activity are more valuable than those further away as they increase the likelihood of a customer-brand conversion. Successful marketing teams will often use this model to optimize touches driving conversions, as well as touches increasing the chance of conversions in the future.

Despite being a highly beneficial attribution tracking model, the time decay model presents with specific challenges. One of these problems is that it cannot recognize the interaction introduced by the consumer.

Model #5: The Position-Based Attribution Tracking Model

The position-based attribution tracking model is one combining the best features of the time decay and linear models. Position-based models assign approximately 40% of the credit to the last and first touch, with the remaining credit being divided evenly to the touches in between.

As a beneficial model, this type of attribution tracking ensures that all touch points in the consumer’s journey receive a portion of the credit while allowing the first and last touches to be optimized. This means that significant credit can be assigned to the marketing campaign introducing the customer to the company and promoting the conversion. Bonus points are available for modification of the weight in the position-based model reflecting business requirements.

Unfortunately, by blindly assigning credit to the first and last interactions, the touches can be provided with too much credit. For example, does it make sense for a low-value first-touch email to receive the same level of credit as a paid search advertisement resulting in a conversion? This is the disadvantage of the position-based attribution tracking model.

Model #6: The Custom Attribution Tracking Model

While it can be easier to rely on pre-designed attribution tracking models, marketers can improve attribution by developing customized attribution models for companies. Using a custom model, the brand can make modifications to the weight, assign more credit, and optimize for influential outcomes in the business.

Final Words

As can be seen, there are many different types of marketing attribution tracking models offered from technology companies like Gauges and more, ranging from single-touch to multi-touch options. Using the information above, you can determine which would be the most beneficial for your particular business and which can help you increase your overall conversion rate.

What Is Search Engine Optimization And How Does It Work?

Introduction to SEO

google analytics SEO picture

It doesn’t matter whether you sell a product or offer a service, or whether you target the general public or other companies – if you do business, you need customers. Whatever it is that your business does, it can always benefit from reaching more people.

There are many ways you can go about getting more customers. A lot of these methods are online – you can create a social media page and start feeding it with content daily, pay for advertising space on other websites, or come up with other simple strategies to increase traffic and get more visitors.

While most methods require recurring payments or constant effort, there is one which stands out by requiring that you do your job well once and then paying off for a long time. We’re talking about Search Engine Optimization – a term commonly known as SEO.

What Exactly Is SEO?

Put in simple terms, SEO is a set of strategies and methods one uses to make their website more appealing to search engines. To achieve that, you need to understand how algorithms used by websites such as Google determine which pages appear when a user types in their search terms.

Now, it might seem like too much to try and appeal to these algorithms, but stop and think about it for a minute. Imagine you own a law firm in Orlando, FL. Now imagine that, through Search Engine Optimization, you manage to be the top result for “Lawyer Orlando” in every major search engine. Every single time someone decides to look for a lawyer online, they’re going to find you. For businesses in Orlando, you can contact – SEO Company in Orlando, FL having team of internet marketing experts and consultants that can take your business to the next level.

Once you manage to be among the top results, you’ll have a constant influx of visitors – and they’re not random people browsing the Internet either. They are exactly the people you’ll want to attract: Those who are looking for lawyers in your area. Now you might understand why S.E.O. is such a big deal – as long as you remain at the top, the traffic will keep coming.

How Does It Work?

There are many steps to take if you want to optimize your website for Search Engines. Over time, their algorithms have become increasingly more complex, taking into account more and more factors to determine the relevance of a website.

First of all, you need to make sure you understand which are the best keywords to target. Ideally, you’ll be targeting the keywords which are searched for the most and offer the least competition – but it’s rare to find terms that meet both of the criteria.

Then, you need to provide quality content which naturally contains such keywords. The content needs to be good – if people who start reading your articles commonly leave in a few seconds and never come back, the algorithm decides it’s not worth people’s time.

Remember that, while it may seem like a good idea to stuff your content with as many keywords as possible, that doesn’t really help. Engines pick up on that – and people aren’t going to read and interact with low-quality content trying to game Search Engine algorithms anyway, so there’s nothing to win using that strategy.

Another good thing to do is link-building – that is, making sure other relevant websites that operate in the same niche or industry link to your pages. That is a reliable way through which search engines can tell your website is trusted by others, and thus likely features good content.

All in all, it’s important to remember that simply looking to please the algorithms isn’t the right way to do S.E.O. – you need to please users as well. Since retention (how long people stay on your website) is such an important metric for search engines, you need to make sure the website is ideal for visitors, as well.

This is why optimizing your website’s navigation and making it easy to use is such an important part of SEO. You need to make it aesthetically pleasing as well, and make sure to feature media such as video and images, which tend to do better at keeping people interested when compared to large walls of text.

Closing Thoughts

In the end, it’s important to understand that proper search engine optimization isn’t something you’d want to do it yourself. Listing all the steps necessary to optimize a website would be impossible in an article such as these – especially since nobody knows exactly what the algorithms are.

It is much better to hire a skilled team of professionals like who know exactly what they need to do to boost your website’s ranking and have it rise quickly to the top of the results.

Remember: Whatever your business does, you need SEO. And if you’re going to do it, you might as well do it right, hiring a SEO company in Orlando or in your city who thoroughly understand the process and who are ready to give you the results you’re looking for.

How to Choose the Best PSD To WordPress Conversion Company

WordPress helped revolutionize the way industries and businesses develop and design their websites. From its launch, it was known as an effective system for content management. The reason is simple. WordPress helped its clients by allowing them to be flexible, creative, and reflect on what their businesses were all about.

At present, most business owners use PSD, which stands for Photoshop Document, to WordPress conversion to help them develop their unique website. They prefer having their distinct feel. They depict the brand with their custom features.

This technique combines two remarkable developer tools. These are Photoshop and WordPress. In Photoshop, you can create your website’s design image. On the other hand, with the use of WordPress, you can convert that image into a website even if you lack knowledge in coding.

Due to WordPress’s increasing popularity, there also existed a growing list of companies that aim to provide expert conversion services. How do you choose the right company? Here are seven easy steps to help you hire the best PSD to WordPress Conversion Company for you:

Step One: Trust Only The Experts

Your website will be the face of your company. Do you want amateurs to take control over it? Or would you prefer that professionals take good care of it?

Seek for a reputable and professional company. It must specialize in PSD to WordPress Conversion. Most importantly, it must have an impressive list of satisfied clients.

Step Two: Ask For Samples From Their Previous Work

Make a list of all your potential companies. Ask them for samples from their previous work. Seek for examples that are related to your preference. This will help you to narrow down the list and identify who has the expertise and the experience to develop and deliver the features you want to see on your website.

Step Three: Define The Schedule Of Delivery

Be realistic. Make sure to specify a feasible timeline for the project delivery. Keep in mind that PSD to WordPress Conversion requires various coding levels and is a highly technical job.

Do not be afraid to ask the company. Agree upon a delivery schedule for the completed conversion and development of the website. Make sure to get updated on a regular basis. It is important for you to know if the agreed schedule is strictly being followed. You must get your money’s worth.

Step Four: The Use Of The Latest Technology Is A Must

WordPress is a platform that is not hard to upgrade. It requires very minimal investment. Make sure that your hired company is making use of the latest available technology.

This will keep your website up-to-date. It will also ensure that it has the latest features that come with the latest technology. In case you will be charged for the upgrade, see it as an investment to have the best technology that is available.

Step Five: Check The Compliance With The Wide Web Consortium

The World Wide Web Consortium, also known as W3C, is an international standards organization. It is founded by the web’s inventor. W3C compliance essentially means that your website’s code is in compliance with the World Wide Web Consortium’s standards.

Step Six: Your Website Must Be SEO-friendly And Compliant With Cross Browser

WordPress is a good platform to help you gain opportunities. It would help you make search engines fall in love with your website. As a part of the service (PSD to WordPress Conversion), the company should give you coding that is SEO-friendly coding. The company should also guarantee that your website will be compatible with all available web browsers. Such websites include, Internet Explorer 6 to 8, Opera 9+, Firefox 2+, Safari 2+ and the most commonly used Google Chrome. Digital Marketers SEO guide will help you get more acquainted with various internet marketing terms and how SEO-friendly websites can give a headstart in rankings.

Step Seven: Ensure That Service After The Sales Is Included In The Package

Almost all service providers that are genuine offer prompt service after sales. Since you already know, PSD to WordPress Conversion entails tedious work. Nonetheless, even the expert developers are bound to make mistakes.

Therefore, it becomes a necessity for you to have strong support. Regardless if the project was already completed, they should still be there to support you. Most of the time, they should not charge you off after work services. It is already considered as a part of the package.

Follow these simple steps, and you will be ready to give your PSD design to a professional PSD to WordPress Conversion Company. The process is quite simple. Be sure to choose a service provider with a reputable track record that can deliver SEO-friendly and WordPress websites compatible to cross browsers and are compatible with universal browsers that satisfy the W3C validation terms. You need a company that can provide effective WordPress solutions at an affordable price.

Explore the World of Digital Marketers Toolbox

Digital Marketers Toolbox or DMT is a community for passionate internet marketing professionals, PSD (Photoshop) experts and WordPress fans. This is the place to discuss and share ideas about digital media and marketing. It can be website design, SEO, adwords, social media, videos, anything.

This community is dedicated to help each other as we firmly believe that knowledge grows with sharing. Looking forward to active participation from all the DMT members!

Quick Update: Do not forget to read our latest article about How SEO works. This will provide you many actionable insights and it’s a must read for beginner internet marketers. Thanks!