Attribution and reporting are some of the most important tasks on every marketers’ to-do list — how else would you know what’s working and what’s not? Without this insight, you’re operating via gut instinct — and trust us when we say that’s not a good look.
But how should you go about ascribing value to your marketing channels, touchpoints, and interactions? Here are five tips for leveling up your attribution and reporting efforts, complete with next steps to get started. (Psst — use our worksheet to keep track of your tasks!)
1. Move Away From a Last-Click Attribution Model
Last-click attribution may be the easiest model to wrap your head around, but in today’s omnichannel, topsy-turvy world, it’s an oversimplified way of approaching your performance.
Your task: Review this list of different attribution models. Which one makes the most sense for your business goals?
2. Consider All Your Marketing Efforts
If you’re missing a touchpoint or two in your attribution model, you’re probably missing out on critical data.