Marketing channel attribution modelling
Different cross-channel models I encountered
- First Click Attribution
- Great for new startup company optimising its acquisition process
- Encourage each channel to be the best at attracting users
- Last Click Attribution
- Ideal for company spending a lot of time and effort in improving conversion rate
- Last Click Attribution unless paid
- Periodic attribution variation
- during offline campaigns, especially with TVC, business setup any branded query as Offline campaign
N.B: Restriction for all of those is the persistance of an affiliate cookie.
Check the new Google Analytics Multi-channel Funnel feature for more details
