Marketing attribution helps you to observe the full journey of how a person went from lead to paying customer. It helps you to understand your customer’s journey and create a smooth customer experience for them.

Social Media Examiner contributor Marvellous Aham-Adi has shared six social media attribution models that can help you to create better social media marketing strategy.

Aham-Adi says, “Without marketing attribution to help you see which touchpoints contribute to your business growth, you’ll keep wasting your time on things that aren’t bringing any positive ROI.

Now let’s look at six common attribution models and the pros and cons of each one so you can decide which model is best for your business and marketing channels.

#1: First-Touch Attribution Model

With the first-touch attribution model, you can see which channel first directed a lead to your product or drove a visitor to your website.

To visualize this, suppose a lead was first introduced to your website through a Facebook ad. Then they clicked a link on your site that directed them to a webinar. At the end of the webinar, they subscribed to your email newsletter and later converted through your email outreach. The credit for that conversion would be attributed to the first touchpoint, which is the Facebook ad, and not the email outreach”.

6 Social Media Marketing Attribution Models and Tools to Help Marketers

Social Media Examiner

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