digital attribution

Every site has its own rules as where and how to add any tracking code. It is of highest importance to help ad agencies and marketing teams in the process to put the tracking pixel. The same it is to analyze the tracking records the correct way. Very specialized teams must collaborate. Like our team.

And then it comes the analytics. Many marketing analytics’ companies and tools only do Last Touch (or Last Click) -or a very limited Touch Schema- Attribution. They forget about Markov Chains, called Multi Touch, or they do not know how to apply this intelligent way of attributing conversions to the different campaigns.

Last Touch miscalculates, up to a 50%, campaign ROIs. This process only attributes conversions to the campaign ad that drove the visit where the conversion took place. Be it a purchase, registration, or any other type of visitor interaction that may be considered as a conversion by the website owners. They do not take into consideration all previous ads that have prepared the visitor, through a set of different stages (dormant, awareness, consideration, conversion), to make the conversion.