Modelos de atribución

How to evaluate the effectiveness of a multichannel marketing strategy?

In a world saturated with content and digital platforms, understanding how your marketing strategy is working is crucial. An important starting point is to identify whether your efforts on platforms like Facebook are translating into conversions. Is your strategy on target, or do adjustments need to be made? Employing attribution models can provide a more accurate picture of how and where your investments are paying off.

What role does Facebook play in your strategy?

Analyzing source data can be revealing. Traditionally, success has been attributed to the last interaction channel, so at first glance it would appear that Google Organic generates more conversions than Facebook. However, this could be an illusion if one does not consider that Facebook, in many cases, initiates the customer's interaction with the brand.

Initial statistics indicate that Facebook has a low conversion rate compared to other sources. However, an approach based solely on the last click may devalue Facebook's role as an initial driver of traffic and brand awareness.

How to work with attribution models?

To better understand the performance of each channel in your strategy, it is essential to use Google Analytics or similar tools that allow you to evaluate data based on different attribution models, such as "Last interaction" or "First interaction". These models offer different perspectives:

1. Last interaction: assigns credit for the conversion to the last channel the user interacted with before making the purchase.

2. First interaction: Gives credit to the channel that generated the first interaction, recognizing its leading role in initiating the conversion process.

By comparing these models in Google Analytics, we can see if Facebook has a greater than expected impact on conversions when evaluated as the initiator of the interaction.

How to interpret the results of the attribution models?

By analyzing the reports, we can see several significant findings:

• Increase in Facebook attribution: when evaluating Facebook under the first interaction model, a significant increase in attributable conversions can be revealed, reflecting its essential role in the customers' initial purchase funnel. According to the analysis, Facebook increased its contribution by 34%, while direct traffic decreased by 33%.

• Reallocation of conversions: This reassessment often unveils that other channels, such as direct traffic, get fewer conversions under the first interaction model, as users do not "magically" come to know the brand, but through a series of previous interactions.

• Role of email marketing: Similar to the role of Facebook, we must be cautious when evaluating email marketing, which in many cases acts more as a mechanism to close the sale than as an initiator.

How to apply these learnings to your marketing strategy?

The key is to continually adapt your strategy around these findings:

• Optimize your campaigns: adjust your investment in advertising and content on platforms that actually initiate interaction with users.

• Analyze regularly: Implement periodic analytics using different attribution models to adjust and fine-tune your strategy over time.

• Integrate multiple channels: Orchestrate your marketing efforts across different platforms to establish synergies and maximize the impact of every dollar invested.

It is vital that you always evaluate data from multiple perspectives to make informed and strategic decisions. Next time you review your reports, look beyond the last click and give credit to the channels that are really driving your business forward.