A simple, yet useful method to measure the effectiveness of marketing efforts on your site is to measure marketing attribution. Marketing attribution helps you understand how key engagement points on your site affect contacts’ conversion. Engagement points are called touchpoints. A touchpoint represents an interaction contacts complete, or hit, on your site. It is any digital asset or interaction marketing executives want to track.
What is important when measuring attribution is not only whether contacts hit a touchpoint but whether this interaction increases conversion rate for a certain conversion report. That is, if contacts who hit the touchpoint have a higher conversion rate than the average for the contact segment that the conversion report targets.
Depending on whether you consider a touchpoint relevant to the success of your conversion tracking reports, there are 3 types of touchpoints:
For more information, see Manage touchpoints.
You can leverage touchpoints attribution data in the following ways:
You can directly start tracking each of these touchpoints and get daily reports about performance and attribution. For more information, see Conversion and attribution reports.
Once you have this type of information, you can:
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