Each other and create the so-call synergistic effect. When conducting such a large campaign, you can evaluate not the effectiveness of each advertising source separately, but the results of the work of a sequence of channels. They are call customer interaction chains. Inde, some types of advertising do not immiately lead to applications and sales, but they introduce the audience to the brand and “warm it up” – push it to further steps.
Interaction chains include several
Advertising channels at once If in a large advertising campaign it is necessary to determine the significance of each source, then a special rule is us for this – the attribution model. This rule is ne to understand which switzerland phone number data promotion method is decisive in attracting clients. Attribution models can be different. Here are some examples: By first interaction. The most significant advertising source is the first one the client encounters. By last interaction.
The most important channel
the last one. By the duration of interaction. A significant advertising source is the one that was closest to the moment of the target action. Linear attribution. All ads that the customer saw before making a purchase are key. They are equivalent and contribut equally to the result. Attribution models should be us if the advertising campaign involves more than 3-4 channels. Interaction chains can be studi using a professional end-to-end analytics service. The attribution model is also set there, if you ne it. How to set up end-to-end analytics To build an end-to-end analytics system, you ne to complete a lot of shock and we lament several steps: Set up web analytics for the site. To access it, you ne to install a special code on the site – a counter for tracking traffic and user actions. It also assigns a cookie – a unique identifier – to the client. Check your advertising settings. Pay special attention to UTM tags. They show where the site visitor came from. Connect the CRM system. If it has not yet been implement in the company’s work, then before launching end-to-end analytics, it will be necessary to do this. Choose an end-to-end analytics system. It is best to connect the service that also provides call tracking services. When choosing, pay attention to reviews cg leads and already implement cases.