Understanding Marketing Attribution

Marketing attribution enables marketers to demonstrate their effectiveness with data by supporting them with the ability to connect their marketing efforts to revenue. These are experts who are capable of proving their impact in the industry. No wonder, many CMOs and other marketing leaders value them so much. Every online business wants to see that their investments are yielding positive results either by proving that their search ads are generating revenue or by proving that the new marketing technology they invested in is yielding meaningful ROI.

When it comes to adopting marketing attribution, there are quite a lot of things to understand from tracking and touchpoints to reporting and modeling. Here are some common elements to consider as regarding how the process works.


A touchpoint could be an interaction at a trade show conference, an organic search resulting in a click on an article posted on a website, or a click on a social media ad such as Facebook, Twitter or LinkedIn. Basically, it is an engagement that a marketer has with a prospect which could either be performed online or offline. There are several pieces of information every touchpoint should have including a touchpoint position, a landing page URL, and a marketing channel.

Just so you know, marketing attribution is founded on touchpoints. A single touchpoint can be tracked by just a simple marketing attribution solution. However, it is good to know that you can effectively track all touchpoints via an advanced marketing attribution solution and then apply a model to ascertain the rightful amount of credits every touchpoint will receive.

–    Touchpoint Position: In cases where no lead stage transition occurred, the touch point position can just be a simple web visit. However, since it helps to explain where in the customer journey the touchpoint occurred, it could also be the touch that brought about the lead conversion which is the very first touch or the closed won or lost touch or the opportunity conversion touch.

–    Landing Page: Whatever article a visitor clicks on from the Google SERP is referred to as the landing page. It is the first webpage that visitors view on that particular session.

–    Marketing Channel: When a search is performed on Google and then clicks are made on some articles, this Organic Search will be the marketing channel for that touchpoint. Basically, the channel that drove the touchpoint is referred to as the marketing channel.

Tracking touchpoints

Depending on your chosen attribution model, the touchpoint positions are surely going to be influenced just one way or the other. The touchpoint must possess information on any activity that occurred during the session. For instance, if a form was filled during the session, there should be clear information as to where it occurred in addition to the landing page URL. Basically, this is referred to as the Form URL.

Along with the descriptive data around them, touchpoints are considered as the building blocks of marketing attribution. While the descriptive data helps to enhance granular analysis, tracking touchpoints is one technique marketers employ to accurately measure the response of their audience to their efforts.

Technology integrations

Marketing attribution is as important as the data that goes into it particularly when it comes to generating the best data. Most likely, a meaningful marketing attribution solution can effectively handle a good amount of data collection via on-site JavaScript code. However, it is essential for it to fully support the rest of the marketing stack.

There is quite a lot of critical information contained in these marketing channels which is basically concerned with how brand and content are distributed. In a bid to effectively monitor visitors’ actions and assign credit back to the specific marketing effort, it is important for your marketing attribution to clearly determine the keyword, ad, or campaign that drove the traffic.

Typically, this requires a cautious and careful use of UTM parameters. However, integrating with major ad networks can go a long way in helping to make the entire process much easier and even more appropriate.

Just so you know, technology integrations can help to add levels of data that are not obtainable via UTM parameters. Tracking view-through conversions is a typical example of this technique. When you use display ads, it becomes easy for a prospective customer to see it on a blog, continue reading the article and then type in the URL to visit your website directly.