No matter what you do, it is nearly impossible to know what the last-click attribution was. You may have been an affiliate for a company and generated sales but there is no way of knowing what site or what person was responsible for those sales. This makes understanding how much credit you should receive difficulty. Last click attribution can be used by marketers, affiliates, and website owners alike to understand where traffic and revenue came from. Read this blog post to find out more!
Before we get into the details of what is Last Click Attribution is, let’s define the term “last”. We are talking about the last point of your conversion journey. For example, if you converted a “click-through” from a “buyer” page to a “seller” page, you would receive credit for this conversion. The key is you created a “last click”, which is actually conversion. Typically, this last connection is called the “impressionist conversion”. This is the conversion where you make a good first impression and the customer is persuaded to take action even though they may not be ready to do so at the moment.
With the advent of multi-touch attribution, this form of last-click attribution is possible. Multi-touch attribution allows the distributor of advertising credits to be credited separately for each of the three components used to generate a sale: the landing page, the ad itself, and the commission for the sales. In a nutshell, this new method of multi-touch attribution allows the advertiser to receive credit based on performance in three separate units. The process is exactly like the old form of multi-touch attribution, but with added flexibility.
A New Way to Evaluate Marketing Channels and Increase Your Sales Funnel
If your sales funnel includes a multi-touch attribution setup, this will enable you to receive credits based on the results of your marketing efforts. If your marketing efforts include pay-per-click advertising, your commissions will be based on the number of clicks made on the ads. The commission per click is still based on the original cost of the ad, but you can receive credits based on the actual number of clicks or impressions that result in the sale. These are just a few of the marketing channels that can now be attributed using this new multi-touch attribution model.
This is where the Facebook API comes into play. Because the company has integrated its social media tools into its website and applications, it makes it very easy for anyone to create custom web pages and dashboards for their company. A social media management page gives the business owner the ability to create a dashboard that includes the touchpoints from the various social media channels that are available to the public. These include:
- everything from the Facebook button that goes on the right sidebar of every Facebook page to the badges that can be used in apps
- websites to give users a sense of what they are viewing. The idea of what is last seen on Facebook can be combined with what is known as a “last-click attribution,” which is used to measure the conversion rate of each social media channel that was used to drive traffic to a website.
This means that one can generate a custom dashboard that combines what is known as a Google AdWords account, as well as what is known as a Facebook dashboard using the touchpoints that are available through ad campaigns. By combining these two powerful data resources, a business owner can determine where their ads are performing in real-time and be able to make changes quickly based upon the results of their own research. In addition, a business owner who is looking to improve their conversion rates can use the multi-touch attribution report that is available through ad campaigns to see where their ads are performing in comparison to their competitors. Changes can be made quickly based upon this information and these changes can be transferred to ads that are running on Facebook, where the clicks are much lower.
The multi-touch attribution report that can be created by using the Google AdWords account and the Facebook dashboard is the ideal solution for anyone who is concerned about what is last seen on Facebook and what is being tracked in Google Analytics. Not only is it easy to track the channels that are being used to drive traffic to websites, but it is also easy to determine the ROI that is being earned in those channels. This means that anyone can quickly adjust their marketing efforts to better fit their goals and their budget. By reviewing the reports provided by the ad campaigns, it becomes much easier for the business owner to make the necessary adjustments in order to better benefit from the revenue that is being generated through their marketing efforts.
Google Ads Professional certified with enough experience in setting up and managing campaigns for ecommerce brands, nonprofits and brick-and-mortar shops, grants, etc. Extensive experience in managing, Google Tag Manager, Google Analytics and other tracking tools.