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attribution models

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In today’s ultra-competitive e-commerce world, brand marketers need to leverage every available tool to ensure that campaigns engage and connect with audiences. With so many channels to manage and grow, it can be difficult to sort through the information and gather data that accurately reflects how consumers interact with the conversion funnel. Where do customers first engage with your brand? How do they discover the products they purchase? Which marketing channels work best for your…

If the marketing definition of “attribution” confuses you, you’re not alone. While you may have a basic understanding of what attribution is — assigning credit to a marketing touchpoint for a conversion — the influx of marketing channels and devices has complicated the meaning. So, what does attribution really mean? To fully understand it, let’s delve into why it matters to your business and explore how attribution has evolved from single-touch attribution. For more from…

Companies know that brand marketing is essential — that’s why they usually allot a significant portion of their budgets to branding activities. Despite this, there’s still skepticism around placing dollars into measuring brand marketing efforts. Why? Because many people don’t think it’s possible to measure how brand marketing drives business value accurately. However, as brand marketing spend continues to rise, marketers realize that relying on “soft” metrics such as impressions and sentiment simply isn’t enough.…

While it’s every marketer’s dream, it’s rare for a consumer to purchase something at first click. This is why multi-touch attribution is an important marketing measurement tool — it evaluates the impact of each touchpoint leading up to a conversion. Using this method, marketers can get an in-depth look into consumers’ experiences and devote spend to the channels that provide the highest ROI. The first step is to determine which attribution model is right for…

It used to be so simple. Consumers became aware of brands through traditional means: driving past a billboard, hearing a radio spot, or seeing a commercial. But with the democratization of the digital space, the process of reaching consumers has drastically changed. Consumers now live in a world where they’re inundated with digital ads everywhere they work, live, and play online, adding complexity to a once linear customer journey. This complexity makes it a challenge…

We’re very excited to introduce the latest addition to your Attribution dashboard, “Total Conversions” — giving AdRoll clients a more complete view of their website conversions. Now you can easily identify performance trends across your entire site — including insights into conversion rates, average order values, revenue, and more. Within this new section, you can easily understand the broader context around how AdRoll-attributed and AdRoll-touched converters impact the baseline of your total sales generated by…