It is crucial that you understand all the influences that drive conversions through the sales funnel as a marketer. This way, you can wisely and efficiently spend your time and effort promoting and endorsing the right content as well as sharing it through the proper channels. One great way to achieve this is through the attribution report. This report provides one of the best ways to pinpoint the different parts that drive conversion on your sales funnel.
An attribution report shows you the path a customer takes from their initial interaction with your website all through to the last step before conversion. It then attributes the conversions to different clicks, ads among other factors, along the way so that you can identify what influencers drove them.
To become a successful marketer, you need to understand the different influences that drive conversions throughout the marketing funnel.
Attribution reports give you detailed information about the paths that lead people to conversions for your business. They let you see which keywords attracted leads and the entire customer's journey they took before eventually converting through the same keywords. With this information, you can trust yourself to make informed decisions on how, where and when to invest your time and resources.
Still, it is crucial to note that not all marketing channels or page views are treated the same when it comes to lead conversions. Therefore, before you build an attribution report, you need to ask yourself what problem you want to solve. After that, based on the attribution report you want to build, you need to give credit to different marketing efforts. This practice- the capability to give more or less credit to various facets of the conversion course is the most important part of the attribution report.
For example, if you are looking to run an attribution report based on a customer’s first interaction with your page, credit should be given to the page’s URL or the source from where the lead was on when they saw your website. If you want to learn what triggered the conversion, you will need to run another report. You even have the option of running multiple reports to know what happens at a particular part of the marketing funnel.
Hence, before you build that attribution report, take the time to figure out what you want to achieve or solve. Whether this is finding out the number of leads you generated from a particular blog, or what source is driving the most conversions, you can only start building an attribution report after identifying the goal.
What can you learn from an attribution report?
There are many things you can learn from this report, but here are some of the most basic for marketers:
1. The number of leads generated from your blog and the type of content that attracts the most leads
Content is an important part of inbound marketing. You need to know how the content you create contributed to your overall lead generation process. An attribution report gathers this info to show you how many times a particular blog post has been viewed before the conversion. With this data, you can dissect which type of content performs best, to help you make a more informed decision on the kind of material to share, including favorite topics, the best time of promotion and even content formats.
2. What marketing channels the most leads?
Once you have figured out the best content to generate more leads, the next step is to find out which channels are most successful in generating leads. For instance, you may realize that your social media is the best place for you to share content with your target audience whereas your email marketing is tanking. This piece of information is vital since you will know which channels you should be investing more in your marketing resources.
3. Which pages on your website receive the most views before a prospect converts?
Other than the content on your blog, the content on your website may also be playing a significant role in the conversions. An attribution report on the pages that are being viewed the most will enable you to determine which ones need to be promoted, which ones need to be optimized for SEO and which ones are further pushing the leads into the sales funnel.
So stop wasting your time and resources on the factors that are not promoting conversion. Use attribution reports to get a clear idea of the critical factors that you need to put more effort into.