‘Does Your Ecommerce Attribution Model Tell the Truth?’ – HubSpot
Charlie Keegan says, “After pouring money into marketing for your ecommerce company, you want to know where your traffic comes from, right? The launch of a particular campaign could involve pay-per-click ads, email marketing, social media posts, blogs, guest posts, and mentions in online magazines. How could you possibly track where your buyers found you with so many possibilities?
There are quite a few attribution models available, with perhaps the most widely used being Google Analytics. It’s true that Google Analytics will help you identify the click that led buyers directly to your page, and that’s pretty helpful, in the end. But…does it tell the whole story?
The Google Analytics Story
We like Google; don’t get us wrong. It’s a pretty powerful free tool that gives you a lot to work with. The problem is this: Google Analytics only tells you the last page a buyer was on before they clicked through to your ecommerce site. Basically, you get only that one point of referral. What does the story look like then?“.
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