Attribution in Usermaven
Attribution, a cornerstone in digital analytics platforms, plays a pivotal role in understanding user journeys. While debates about its accuracy and relevance in a changing digital landscape persist, many organizations continue to rely on it, and Usermaven recognizes its significance. Amidst evolving privacy regulations and the move towards a cookieless world, Attribution in Usermaven remains a bridge to the future of attribution models.
In the realm of Usermaven, we acknowledge that Attribution serves a crucial purpose. Many organizations seek ways to replace existing marketing analytics solutions, often making it a mandatory requirement. Whether for acquisition channels or campaign analysis, Attribution helps dissect user interactions. Imagine users visiting your platform through various channels, and attributing their actions accurately to understand the impact of each touchpoint. This flexibility in attribution models is vital to gain deeper insights and make informed investment decisions.
Product teams collaborating with marketing counterparts find value in unraveling the entire conversion funnel. The acquisition process plays a central role in customer engagement and retention. In Usermaven, we not only capture the acquisition channels that bring users to the platform but also introduce the capabilities for Attribution across these channels. However, Attribution isn't solely for marketing use cases; Usermaven's Attribution features open doors for various applications.
Attribution in essence is the process of assigning credit for user interactions and conversions to various elements, such as ads, clicks, and other factors that contribute to a user's journey toward completing a conversion. The goal is to attribute credit for specific outcomes, such as sign-ups, conversions, or purchases, to the touchpoints that users encountered prior to achieving the desired outcome.
For instance, if a user's journey includes visiting your website after interacting with a Google ad, followed by engaging with a Facebook post and watching a TikTok video, Usermaven provides customizable attribution methods to credit Google, Facebook, and TikTok appropriately. This helps marketers gain a comprehensive understanding of the user journey and the role of each touchpoint in the conversion process.
Attribution models in Usermaven serve as valuable frameworks for analyzing the customer journey and determining how credit is allocated to various touchpoints that lead to a conversion. These models offer different methods for assigning credit, which can be based on the touchpoint's position within the customer journey or a data-driven assessment of its significance.
Furthermore, Usermaven allows businesses to configure these attribution models to align with their specific needs. This includes adjusting the attribution window, such as a 30-day or 60-day window, to match the organization's unique sales cycle. Attribution modeling in Usermaven offers several key advantages, including:
Insightful Channel Analysis: Attribution models provide insights into the channels and campaigns that are most effective in driving conversions and revenue, enabling marketers to make data-driven decisions.
Optimized Spending: By understanding the impact of different marketing channels, businesses can allocate their budgets more effectively, ensuring that marketing spending is directed toward the most influential channels.
Influential Insights: Attribution models reveal the most influential channels and campaigns at each stage of the marketing and sales funnel, helping organizations tailor their strategies for optimal results.
To access the attribution page on Usermaven, follow these steps:
- Start from the main Usermaven dashboard.
- Click on the "Analyze" option located in the dashboard menu.
- In the dropdown menu that appears, select "Attribution."
You will now be directed to the attribution analysis page, where you can explore and evaluate various attribution models.
To set up your attribution page and create a new attribution report in Usermaven, follow these steps:
- Click on the "Create New Attribution Report" tab.
- Assign a name to your attribution report, making it easily identifiable.
- In the second step, choose the specific event for which you want to perform attribution analysis. This could be any event, such as "Sign Up Attribution" or "Demo Bookings Attribution."
- In step three, you have the option to exclude referrer traffic. This step is optional and allows you to filter out traffic from specific referrers, like usermaven.com.
- Should you wish to omit Direct Traffic from your attribution reports, simply select the "Exclude Direct Traffic" option.
- Click the "Create" button to finalize the setup.
Once you've completed these steps, the dashboard that appears will display the data and metrics based on your preferences, allowing you to analyze attribution for the selected event.
Usermaven offers a variety of attribution models. These include:
It emphasizes the customer's initial interaction with your brand. In this model, the first touchpoint is considered the most crucial and is assigned 100% of the credit for the eventual conversion. For example, if you're in the market for project management software, and you encounter an intriguing advertisement for a particular product, this ad is your initial impression. In the First Touch model, this advertisement would receive full attribution credit.
This model is ideal for businesses with shorter sales cycles, a Product-Led Growth (PLG) approach, or when evaluating the impact of branding campaigns and top-of-the-funnel content. However, for typical B2B sales processes that span weeks or months, assigning the full 100% credit to the very first touchpoint might not be suitable.
This model places 100% of the attribution credits on a specific touchpoint in the customer's journey. In this case, it's the touchpoint nearest to the customer's conversion. In practical terms, this means that the last interaction a customer has before making a conversion decision is considered the most influential.
To illustrate, in the project management software example, the blog article you read just before scheduling a demo becomes the last touchpoint. Consequently, all attribution credits for your decision to sign up for a demo go exclusively to this final touchpoint.
This model distributes attribution credits evenly among all touchpoints in a customer's journey. It offers a more balanced perspective compared to single-touch attribution methods, though it's less sophisticated than its nonlinear counterparts.
For instance, let's consider an example with four touchpoints: an advert, a blog, a review, and a retargeting campaign. In a linear attribution model, each of these touchpoints receives an equal 25% share of the attribution credits. However, in real-world B2B scenarios, the number of touchpoints is typically higher, resulting in smaller credit percentages for each one.
This model, also known as U-shaped attribution, distributes conversion credit differently along the customer's journey. In this model, 40% of the credit goes to the customer's first touchpoint, and 40% to the last touchpoint before conversion, emphasizing their significance. The remaining 20% of the credit is shared among any brand touchpoints that occurred between the initial and final stages.
For example, if a customer initially discovers your client's website through a Google search, later visits the Facebook page, and eventually signs up for email marketing, the Google search and email sign-up each receive 40% of the conversion credit, while the Facebook page visit receives the remaining 20%. This model provides a balanced view of the customer journey, acknowledging both initial interest and the final push toward conversion.
To access your attribution analysis report in Usermaven, begin by navigating to the attribution dashboard from the main Usermaven dashboard.
On this dashboard, you'll find a list of primary traffic sources such as search engines, direct landings, social media, email, paid landings, and more, depending on your product's specific tracking.
Clicking on any of these traffic sources opens a dropdown menu, allowing you to explore details related to each source. For instance, if you click on "Search" the dropdown will provide a list of search engines, alongside key metrics like "Unique Visitors to Users" and "Attributed Visitors to Users."
Unique Visitors to Users: This signifies the number of individuals who have used this channel at least once during their user journey.
Attributed Visitors to Users: It varies based on the attribution model you've selected during the setup of your attribution report.
For instance, if you've chosen the position decay model, the data will be presented according to this specific model. It offers insights into how users interact with your product according to your chosen attribution model.
Usermaven's attribution dashboard provides valuable insights into the effectiveness of various traffic sources and channels, empowering you to comprehend how users engage with your product, all within the context of your selected attribution model.
To cater to your specific attribution needs, Usermaven places a convenient date picker in the top right corner of the attribution dashboard. You can select a custom time period to view your data in. This feature empowers you to select a time range that precisely aligns with your analysis requirements, ensuring that you always have access to the most pertinent and up-to-date insights.