4 Ways To Boost Digital Marketing Attribution
It's no secret that digital marketing is the future of corporate advertising. In the past, people used to rely mostly on print, radio, and television to market their products or services. However, today's digital options are virtually limitless. With so many possibilities, you might be confused about which one is best.
Fortunately, marketing attribution helps address this challenge. Digital attribution enables you to identify which channels aren't working for your business and which ones are more effective than others.
If you're interested in learning more about digital marketing attribution and how to enhance it so you can make the right decisions, keep reading! This article will discuss four ways to boost digital marketing attribution.
What Is Digital Marketing Attribution?
Marketing attribution is the science of determining which marketing efforts are responsible for boosting sales or converting customers. It involves accurately evaluating the many marketing touchpoints that a consumer sees or engages with as they progress through the purchasing journey. These touchpoints include everything from an advertisement on the radio or TV to an email promoting a new product.
The purpose of attribution is to determine the platforms, methods, and messages that have the most significant influence on the consumer's decision-making process. To put it another way, it identifies what specifically triggered a customer's decision to act.
Effective digital marketing requires an understanding of and incorporation of attribution. Your digital marketing strategy's most profitable and least profitable components can be identified. In this way, you can spend more time and money on what is working and less on what isn't.
How To Improve Digital Marketing Attribution
If you can accurately attribute your customer's whole marketing journey, the results can be tremendous. It will influence how you manage performance and how much money you put into growth. Here are some of the most common techniques to improve digital attribution efficiently so that you can make the best decisions possible.
1. Track Your Website Traffic
Visitors to your site come from somewhere, whether it's a search result link or an advertisement, or even if they type in the URL directly. Knowing where your visitors come from and where the most important traffic comes from is essential to optimizing your marketing approach and understanding your customers.
Here are three ways to accomplish this, all of which are often used together:
- page: this tracks when a user views the page
- track: this tracks the actions of a user on the page
- identify: this links their behavior to other characteristics you already know about them
- inbound: this determines where the user originated from (e.g., email, Facebook, organic).
- APIs: These are the integrations offered by your CRM, ad partners, and other services that use proprietary methods to identify your clients.
2. Tracking Form Submissions
Form submissions are a fantastic method of gathering information from website visitors ready for your sales or support team to contact them. It's critical to know how to track form submissions if you want to figure out which channels and strategies are effective for your organization. It's a good start to keep track of form fills to see how many leads you're getting. Individual form submissions may even be tracked to the point of sale, which is much better.
Form submissions may be tracked using Google Analytics, making it easy to keep tabs on how many come in each week or month. If you have a thank you page or something similar after a form submission, you can leverage this to put up a goal in Google Analytics. Just follow these steps:
- Go to your Google Analytics account's admin panel.
- Next, choose 'Goals' from the list under 'View.' You'll be redirected to your goals dashboard.
- Select 'New Goal.'
- Then, click 'Custom' at the lower left-hand corner of the pop-up.
- Select 'Continue' then choose a simple name for your goal, such as 'Contact us form.'
- Before clicking 'Continue,' it's best to select 'Destination' first. That way, you can ensure that the goal you're setting up is tracking a specific page. You'll be able to choose your destination page here.
Make sure that your thank you page or target page is not indexed. If it were crawled and found organically, the quantity of form submissions would likely be wrong.
3. Track Phone Calls
Websites all over the internet display contact numbers. However, many businesses lack the ability to track which of their different marketing channels is responsible for delivering these phone calls. They have no idea which marketing channels provide legitimate leads or if a particular channel is generating non-lead-related callers.
You can use phone call conversion tracking if you want to know how effective your ads are at generating phone calls from your website. Website call conversion tracking can allow you to determine how many people made a phone call after they clicked on one of your ads and then visited your site.
You can utilize Google forwarding numbers to replace your business phone number on your website without incurring additional costs. Consequently, you'll be able to observe which exact campaigns, keywords, ads, and ad groups result in phone calls.
When a call lasts longer than a specified minimum length, this type of tracking records it as a conversion. Using this method, you'll be able to weed out calls that aren't likely to result in sales or other business-related activity.
4. Track View-Through Conversions
If you're running an SEO campaign, there are plenty of metrics you must keep an eye on to ensure that your efforts are working. Different metrics provide various data based on which area of your campaign you're aiming to improve.
View-through conversions (VTC) refer to when a user sees an ad but does not immediately click on it. Eventually, the user reaches your site from a means other than Google and ends up converting on their own. A cookie is placed on the user's browser to track view-through conversions. It's possible to track view-through conversions in your Google Analytics funnel reports using the GDN impression reporting tool.
Your VTC might be able to tell you which pages are generating the most indirect conversions. Rather than blowing resources on direct ads and offers, you can find these pages and improve them for smarter campaigns such as brand promotion and social influence.
By putting the ideas we've given above to use, you'll begin to gain valuable information about your marketing strategies. Then, you'll be able to make informed decisions that will boost your conversions and revenue.
If you want to make the most of your digital marketing activities, you'll need assistance. At Agency Jet, we are experts at digital marketing attribution, and we can help business owners optimize their marketing strategies.