Data-Driven Attribution, or attribution based on data, is a method of marketing analysis based on the data of a website. It defines which advertisements, marketing channels, and keywords are most effective at converting a visitor and pushing them for purchase or any other form of engagement.
Faced with the proliferation of marketing channels on the Internet, it is now difficult for advertisers to identify the profitability of each channel. In general, it is assumed that the conversion was caused by the last advertisement that was clicked on a site visitor.
However, most often, consumers click on several ads before finally being converted. Conversion can be stimulated by any of the advertisements that the visitor clicks. Traditional marketing attribution is a method of analyzing the consumer buying path to determine how well each channel has contributed to a conversion goal.
This goal can be a product sale, but it can also be a subscription to a newsletter or an account creation. The attribution is mainly used by web advertisers, traffic managers, marketing managers or web project managers. This method of analysis is particularly used in the e-commerce sector.
What is Data-Driven Attribution?
Now, thanks to the many tools to collect data on Internet users, a new form of data-driven marketing attribution “Data-Driven Attribution” is in full swing.
It determines which ad, which keyword, which campaign had the most impact on visitors to a site. Data-driven attribution features include Google AdWords and Google Analytics 360.
Data-Driven Attribution: How Does Data-Based Attribution Work?
The Data-Driven allocation is based on the analysis of contribution data to calculate the contribution of each keyword or advertisement to the conversion. In the case of Google AdWords, clicks on different Google Search ads are taken into account.
Click routes that lead to conversions are compared to those that do not, to identify the most effective and profitable ads and keywords. Clarification that the model used is different for each alarm.
Data-Driven Attribution: What are the benefits of data-driven attribution?
The Data-Driven allocation has several advantages. It shows which keywords, ads, ad groups, or marketing campaigns are most effective at converting a website visitor.
Subsequently, websites can adapt their marketing strategy based on the results. Ultimately, it is possible to deploy only effective ads.
Data-Driven Attribution: What Data Are Required to Use Data-Driven Attribution?
To be able to use the Data-Driven attribution method, it is necessary to have a certain amount of data. This data will help to create a precise model to determine which advertisements the conversions can be attributed to.
Google AdWords requires a minimum of 15,000 clicks and 600 conversions in 30 days to use this Data-Driven Attribution feature. The feature becomes unusable if the data volume drops below 10,000 clicks and 400 conversions per month. In fact, Data-Driven attribution is not usable by all companies.