Conversion Attribution: Give Credit Where It’s Due

April 2nd, 2012 by Daniel Laws

In the Digital Analytics space, we are all obsessed with identifying marketing tactics that perform the best and drive the most return-on-investment via conversions. We seek to track all sorts of checkout funnels, application submissions, and newsletter sign-ups and do our best to identify what search phrases and traffic sources ultimately led visitors to those actions. But one of the most common mistakes of many analysts and marketers is to only pay exclusive attention to the assets that led to a conversion in a single session. Many people fail to realize that the conversion process can often span several sessions before a valuable action is taken.

That’s why it is important to consider conversion attribution: Did converting visitors visit the website prior to making the purchase or submitting an online application? If so, how did they initially find your website? There are countless gems that can be found in looking at these factors.

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Danny founded DMG in 2008 and continues to lead in developing an industry-leading digital agency while emphasizing online measurement best practices. Under Danny’s direction and leadership, DaBrian Marketing Group has become Reading, PA’s leading digital agency focused on demonstrating value through measurement of marketing campaigns.

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