Start by choosing the conversion goal you want to credit your marketing channels for.
1. Map All Single-Touch Conversions
A single-touch conversion is reported when a prospect converted directly on their first visit to your site. For example, if a visitor initially arrives at your site through a Facebook ad and converts in the same session, this is a single-touch conversion.
This section helps you find the channels that are strong enough to result in a conversion on the first visit.
2. Identify the Channels Involved in Multi-Touch Conversions
In most cases, your prospects will need more than one interaction with your brand before converting. For example, a customer might have three different touchpoints before creating an account: your company blog, a Facebook ad, and finally returning directly after the demo.
The first-touch channel (here, your blog) is the initial touchpoint that leads a prospect to your site for the first time. Like planting a seed, it’s the first essential step for the conversion.
In our example, the Facebook ad is the assist channel. This is the stage of nurturing your leads and building a relationship—similar to watering your plant to help it grow.
The last-touch channel (in our example, direct) is when your prospect returns after the demo to create an account and is the final touchpoint before the conversion. This is when you’re picking your fruit at the end of the cycle.
Using this section, you will understand how many conversions occurred due to working on multiple channels and easily identify which touchpoints work best for every step of the customer journey—from initially targeting your prospects, to nurturing your leads and finally reaching out to convert them to customers.
3. Choose the Right Attribution Model
Marketing-attribution models determine how credit for conversions should be given to different touchpoints in the customers’ journeys.
The first-touch is the initial channel your visitor arrived to your site for the first time. Assist channels are the ones that nurture the relationship with your prospect. And the last-touch channel is the final channel that brings your prospect back to your site to convert.
If you give more credit to the first or last stages of the customer journey, or divide credit equally across all channels, depends on the model you choose. Each model has its advantages. Which model is best, depends on the question you’d like to answer.
The last-touch attribution model is the exact opposite of the first-touch attribution model. It assigns 100% of the credit to the last touchpoint a prospect had before converting on your site.
This is the stage of picking your fruits. Your prospect already knows you and is ready to convert.
This is a great model if you want to measure the touchpoint that is driving conversions, like conversion-driven campaigns or landing pages.
Last Non-Direct Click
The last non-direct click attribution model gives 100% of the credit to the last channel before a visitor converts, without taking direct traffic into account.
Direct is reported when no channel can be determined. It can represent visitors who typed your site URL manually, arrived through an email link, a bookmark, a Mobile app, a PDF, etc. In many cases, visitors initially visit your site through a certain channel and later return after typing the URL or saving it somewhere.
You may want to filter Direct traffic out sometimes, to credit your conversion only to known sources and evaluate your marketing efforts more easily.
The linear-attribution model divides credit evenly across every touchpoint of the customer journey.
This model helps you quickly understand the best of your customers’ journeys as a whole and optimize the entire picture, rather than just focusing on one touchpoint.
The time-decay attribution model gives the credit to touchpoints closest in time to the conversion.
This way, the further a touchpoint is away from the conversion, the less credit it will get.
With this model, you will better understand which channels or touchpoints are pushing customers closer to the conversion.
The position-based attribution model gives 40% of the credit to the first and last touchpoints and evenly distributes the remaining 20% among the assisting touchpoints in between.
This model lets you optimize both, the touchpoint that led a prospect to your site as well as the one that actually ended up converting the prospect. It’s an easy way to evaluate all touchpoints for short-term campaigns with a few assisting touchpoints in between.
The first-touch focus gives 60% of the credit to the first touchpoint, 20% to the assisting touchpoints and 20% to the last touchpoint.
It focuses on the initial interest in your brand while acknowledging the other touchpoints that played a role in the conversion.
The last-touch focus gives 60% of the credit to the last touchpoint, 20% to the first touch and 20% to the assist.
Use this model to evaluate conversion-focused campaigns, while taking other touchpoints within this conversion into account
4. Dive Deeper Into Single Visitor Journeys
While the previous sections identify all the channels involved in a conversion, the Visitor Journeys by Touchpoint section helps you evaluate how a specific channel contributes to the journeys of individual visitors on their way to convert.
For every channel, Oribi evaluates if it performs better for single- or multi-touch conversions. For multi-touch channels, you also learn if the channel you’re looking at works best as a first-touch, assist, or last-touch channel.
Each journey will display where the selected channel was used, the time in between each touchpoint, and the last-touch channel that brought the prospect back to your site to convert.
Hover over specific journeys and click View Journey to see each step taken, as well as every session a particular visitor had on their way to convert.