Track touchpoints and measure attribution
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 visitors’ conversion. Engagement points are called touchpoints. A touchpoint represents an interaction visitors 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 visitors hit a touchpoint but whether this interaction increases conversion rate for a certain conversion. That is, if visitors who hit the touchpoint have a higher conversion rate than the average for the visitor segment that the conversion targets.
Types of touchpoints
Depending on whether you consider a touchpoint relevant to the success of your conversion tracking reports, there are 3 types of touchpoints:
|Type of touchpoint
||Touchpoints for which you get daily reports and analyze in relation to specific conversions.
NOTE: These touchpoints can be both auto-discovered and touchpoints you defined from scratch.
||After you define any conversion, DEC automatically discovers and lists the top touchpoints that can increase the success of the particular conversion. For more information, see Conversion and attribution reports.
NOTE: You get statistics about auto-discovered touchpoints straight away. On the other hand, if you define a touchpoint from scratch, you need to wait a day for data to be accumulated and attribution to conversion reports - calculated.
||Touchpoints that you do not consider relevant to any conversion at the moment. You can always stop hiding the touchpoints and start tracking them for a particular conversion.
NOTE: You can hide only auto-discovered touchpoints.
For more information, see Manage touchpoints.
Touchpoints attribution to conversions
You can leverage touchpoints attribution data in the following ways:
- Define new touchpoints from scratch
You may consider a particular digital asset of great importance and want to check whether making this resource more prominent influences positively the conversion rate of a particular conversion. You simply define a new touchpoint that involves this resource to measure whether your investment is worth the effort.For more information, see Define touchpoints.
Once you have this type of information, you can:
- Understand impact of touchpoints and digital assets and which ones influence visitors and attribution the most
- Get more insight about who your visitors are and what are their behaviors
- Know which channels and touchpoints work best and are producing positive result
- Combine and update conversion definitions
- Optimize campaigns