This is true even if the customer came across your website on Instagram and then a week later on an advertisement before later that day visiting your website directly.
Instagram, or whatever the first point of contact is, gets all of the credit.
This model is simple and straightforward, which is why it is often chosen. It is great if you have a short buying cycle and you want to focus on immediate conversions.
However, this model fails to consider later interactions that may play an important role in the customer’s conversion.
Commonly to as last-click or last-touch, the last interaction attribution model focuses on the very last interaction that a lead had with your business before they.
Last Non Direct Click
This particular attribution model can prove to be a bit more beneficial than the last-click model.
While it is true that full value is still to only one interaction, this model removes any direct contacts that may occur prior to the conversion.
Direct traffic refers to anytime a customer calling lists clicks a link or manually enters your website URL. These individuals are already familiar with your brand.
When you focus on the last non-direct click, you will be able to better identify what action led that customer to convert.
It tends to be slightly more insightful than the last interaction, but the problem is that 100 percent of the value is to a single interaction.
Rocking Lead Generation
This attribution model requires that you split conversion value equally among all customer interactions prior to their conversion.
Therefore, let’s say a customer finds your business on Pinterest and subscribes to your newsletter. They click on a link inside your newsletter a few days later, and then visit your site directly a week later when they make a purchase.
This equates to three separate Mailing Data Pro customer touchpoints. Therefore, each touchpoint will be assigned 33% value.
Ultimately, this model offers a clearer picture of your marketing efforts than single-interaction models do. However, it assigns equal value to all touchpoints, which can be an issue when some strategies can be more effective than others.
The linear attribution model is straightforward and can show how each marketing channel is valuable.
This attribution model is very similar to the linear model, as equal value is given to multiple interactions.
However, this model considers when each customer touchpoint occurs.
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