Earlier this year during a masterclass at AM Digitech we discussed attribution and looking beyond the last click that lead to a website enquiry.
As automotive marketers we know that we can’t just focus on capturing potential customers that are ready to buy now, we need to start a dialogue with those who may buy from us in future. We call this the top of the conversion funnel and we know that if we stop marketing to people at the top of the conversion funnel then we will have a harder time finding people who are ready to buy.
The challenge we face is proving the value of marketing at the top of the conversion funnel. How do we know how many of the people we engage with actually enquire and buy a car? If we don’t know this then how do we know how much return we get for our money spent on this kind of marketing?
The answer is to use attribution models that assign credit to marketing channels or touch points with car buyers prior to the last click that lead to an enquiry or purchase. At Autoweb, we have seen that online display advertising or programmatic, for example, can introduce people to a car dealership prior to them enquiring following a click from an organic or paid (PPC) search click. If we only look at the last click then we are missing the full picture that allows us to allocate marketing spend to the right channels.
The Google 360 suite is fantastic but it costs. In many cases marketing spend and reach doesn’t justify the expense of upgrading to this premium package. Google has come to the rescue with a product called Google Attribution which is a free piece of software that helps marketers to assign value to different touch points in a user’s path to purchase.
Google Analytics already offers the ability to look at touch points in a path to purchase through website visits where they can be tracked but Attribution goes further than this in its functionality and is certainly a huge leap beyond looking at basic attribution within Google AdWords, for example. However, there is still much to be done in this field. In particular, cross-device tracking is a difficult area, how can we track someone seeing an ad on a mobile device then visiting through an organic search on a different device?
Cross-device tracking is a hot topic within digital marketing and we expect things to move forward pretty quickly. For now, though, it is worth looking at how you assign credit to different marketing channels that lead to someone buying a car and discussing what kind of attribution model works for you, making use of the great tools that Google is making available.
For guidance on how to implement tools such as Google Attribution within your web analytics, please get in touch with one of our Analytics experts. You do not need to be a website client of ours to make use of our advanced web analytics services which range from initial setup and consultancy to a fully-managed service, we are passionate about helping our fellow automotive marketers to make better purchasing decisions in order to generate more sales.