REPORTING

Before you start running your online campaigns, it is important to define the kind of report, you would like to focus on. We strongly recommend a combination between first click and last click attribution. These reports are a part of the attribution models that we describe below.

An attribution model is a rule or a set of rules that define how the different touch points should get credit for each sale and each conversion.       

Easy_Page_Builder_Icon FIRST CLICK MODEL

The first click attribution model in Google Analytics allocates all conversions to the first touch point in the customer journey.

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Easy_Page_Builder_Icon LAST CLICK MODEL

The last click attribution model in Google Analytics allocates all conversions to the last touch point in the customer journey.

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Elegant_Design_Icon LINEAR MODEL

In a linear attribution model, the value of the generated sale is attributed to each touch point of the customer journey.

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You can use Google Analytics to compare the different attribution models and see the impact of your different online partners throughout the whole customer journey. You will notice that the amount of orders and orders value differs for each attribution model.

This will help you to see which online partner has the greatest impact at each step of the customer journey. For example, Facebook campaigns tend to have a greater impact at the beginning of the customer journey so in the first click attribution model.