E-commerce attribution models
In this article, we are giving a walkthrough of eCommerce attribution models. We are not going to tell you anything wrong about the eCommerce platforms. We are discussing the best attribution model for eCommerce. The attribution model is all about the conversion of credit and sales
Various things are included in the attribution model like social media, organic searches, paid searches, emails, and displays. In previous times, that was very easy. We just needed to place radio ads on that which give 100% sales and credits. There are various tactics that content marketers use for their websites. But sometimes tactics, strategies, and etiquettes fail, so we have to apply some models to give them value. So there are various types of attribution modeling eCommerce available in the market.
Five precious models for sellers
Let’s discuss the five different types of eCommerce attribution models. And also compare all the information, pros and cons.
1. first, touch:–
In that model, there is a 100% conversion of sales and credits when anybody clicks first. This will give you the best possible insights into how people find you. But if they can touch other points too before the conversion so who deserves all the glory?
Pros: The pros of that model, you can feed people from the sales funnel. This model is also good for storing the sales funnel and the products.
Cons: The cons of this model are that there are multiple searches made for the customers, and there is a probability that you miss the users who are doing additional searches.
2. Last touch:—
In that model, it will consider the last touchpoint. In this model no matter how much traversing is done. The main specialty of this model is easy to set up and easily track. But in today’s world, it is worthless. And it has zero effect on the middle and top-funnel activities.
Pros: The pros of that model are this is focused on the clicks with high ROI. And it is also good for storing with a short buying cycle.
Cons: The cons of that model are we miss the opportunities for influenced buyers in the funnel activities. Which causes them to lose them in the funnel.
3. Positional:–
the positional model supports the first touch and last touch both. It will give 40% credit to them, and also be divided into 20% from the middle touch. And if there is a long path it will make drastic changes in the values.
Pros: the accreditation, will give a high-efficiency touchpoint for crediting the right value.
Cons: This model may be undervalued at the time of crucial nid funnel touchpoints. But this is a less relevant model for the PPC.
4. Time decay:–
time decay is a model which is based on algorithms. And it gives the best credits at the time of conversion who are closest to the points. It gives less increase when you are away from the points. It is the most preferred model for many business owners and marketers.
Pros: this is a high-efficiency model, but it also gives some room for the credited values from the touchpoints. And it is also a very supportive model of the other attribution models.
Cons: it is an undervalued model which supports a derived value from the touchpoints. In this model, we have to sell higher-end products for the stores.
5. Linear model:–
The linear model allows an equal value on each step of conversion. If the user can traverse before buying any item, it will give 25% to each touchpoint. And every single point is recognized as valued, but it gives you the undervalued key touchpoints.
Pros: in this model, all the touchpoints are considered and recognized well.
Cons: it contains mid-funnel touchpoints that are overvalued. It makes very tough bid management for the users, which is not good for PPC.
Comparison of data in the various attribution model
In today’s tech world, changing your data will be challenging for business owners and marketers, like you have to shoot in the dark. You don’t know how many changes are done there, and you spend lots of money on the e-commerce attribution models. So it’s been risky the change. You don’t about placing ads, and how much revenue they generate for the business owners.
But no store is getting serious about the changes in attribution modeling eCommerce. But there is a drastic change if you switch from the last touch to the first touch, it will produce more complications for you. It will give you bad results for sure. If you want to see how many changes occur when you switch your eCommerce attribution model with another model then you can see easily, because Google made a tool for the insights of the models.
Best attribution models for eCommerce
You can see that there is no single choice for the attribution model. Some organizations can measure the attribution model for business. Because they use positional and time decay models together for the compensation of the last touch and first touch models. They use a time decay model because in this model they understand how to close the conversions.
They also use the first touch model to notice what will be running in the user’s mind. Many organizations are facing issues when they implement a new eCommerce attribution model for their business. It takes some patience to fix all those things.
Conclusion
We are discussing some of the best attribution models for eCommerce. If you want to switch your attribution model, we are listing out attribution models that help you to grow your business. You can easily set up an attribution model for your eCommerce stores. We are giving some reliable information that will help you to make changes in your eCommerce business. Hope you will like it.