{"id":47137,"date":"2019-03-19T12:17:58","date_gmt":"2019-03-19T19:17:58","guid":{"rendered":"https:\/\/www.eigene-homepage-erstellen.net\/?p=47137"},"modified":"2019-12-08T13:30:44","modified_gmt":"2019-12-08T21:30:44","slug":"how-to-choose-attribution-models","status":"publish","type":"post","link":"https:\/\/www.eigene-homepage-erstellen.net\/blog\/analytics\/how-to-choose-attribution-models.htm","title":{"rendered":"How to Choose the Right Attribution Model"},"content":{"rendered":"\n

Attribution seems like the deep end of the pool in which no digital marketers want to swim. Mostly because it’s hard to know where to start, and we’ve built our collective lives around analyzing last click data. Luckily, we’ve put together the Digital Marketer’s Guide to Attribution<\/a> that can help make sense of it all.<\/p>\n

If you can muster the courage to choose an attribution model in Google Analytics (besides the default last click), it can reward your business in many ways, including:<\/p>\n

Better budget allocation for paid media initiatives<\/li>\n

Better prioritization of content projects<\/li>\n

Better utilization of house lists, email and social alike<\/li>\n<\/ul>\n
It would help if you began somewhere. Usually, that means moving away from the last click. Literally, any other attribution model tells a more complete story<\/a> about your marketing efforts than last click attribution, because it takes away credit from the “Direct” channel.<\/p>\n
Direct is notorious for swooping in when a customer has already been sold on your product or service by other marketing work and stealing credit for the conversion at the last stage of their journey.<\/p>\n
So where do you go from the last click? Depends on what you sell and how long your sales cycle is.<\/p>\n
Short on time? Skip ahead to the best models for:<\/strong><\/p>\n

Choosing an Attribution Model in Google Analytics<\/h2>\nInstead of going through the models themselves, we’re going to start with your business type and back out to a model.<\/p>\n