Marketing attribution is an important aspect of your digital marketing strategy because it helps you understand what channels work best for your business. It also allows you to determine which campaigns should be scaled up and which should be scaled down. However, finding a reliable marketing attribution platform can be difficult unless you know exactly what to look for in one. The following tips will help you find a comprehensive and accurate marketing attribution software that will provide valuable insights into all aspects of your campaign performance:
The platform should provide you with a single, clean view of all your campaigns’ performances.
A reliable marketing attribution platform should be able to provide you with a single, clean view of all your campaigns’ performances. It should have a single dashboard that provides easy access to all the data you need across all channels.
The platform should also have an in-depth reporting option so that you can dig into the data and find out more about your campaigns’ performance. For example, if one channel drives more revenue than another but has higher costs per lead (CPL), it might make sense for you to invest more in that channel to get greater returns on investment (ROI).
Get a platform that provides a flexible attribution model.
One of the best ways to ensure your marketing attribution platform is reliable is to get one that provides flexible attribution models. In other words, it should allow you to set up different attribution models for different campaigns and also provide the option to create custom models on top of that.
You don’t want a platform where you have no control over how things work. You need something flexible so that if you want to see conversion data from one campaign or another in your reports, it can be done easily without jumping through hoops.
The platform should have meaningful insights.
The platform should provide insights that you can use to make better marketing decisions. These insights might help you:
- Understand your customers and their behavior.
- Understand your competitors and their behavior.
- Understand how people are interacting with your product or service.
- Improve the effectiveness of your marketing campaigns.
The platform should be comprehensive and accurate.
You need to find a marketing attribution platform that can track all of your campaigns and measure them on a granular level. This is critical for finding out which channels are driving conversions, so you don’t have to wait until the end of the campaign to get insights into what worked and what didn’t.
A good platform should also be able to tie in data from other sources, such as customer relationship management (CRM) software or Google Analytics. This will enable you to view aggregate data across multiple devices, segments, and locations—and it will give you more flexibility when planning future campaigns by showing where they already work well together (or not).
The platform should be easily integrated with other marketing tools.
It’s important that your marketing attribution platform is easily integrated with other tools you use. This can be everything from a CRM (customer relationship management) tool to an analytics tool and even an email marketing solution. Some marketing attribution platforms will have built-in integrations, while others will require you to connect via API or script code.
If you’re using multiple tools across teams, it’s also imperative that all of your employees are able to access data in one place. You want everyone on the same page when it comes to understanding how each channel contributes towards revenue goals and ROI estimates for campaigns—and this means having easy access points where everyone can quickly find answers without having to hunt down information from several different places.
The platform should provide real-time reports.
For marketers, real-time reporting is a must. It allows you to make decisions quickly and monitor your campaign performance in real-time. For example, if you’re running an email marketing campaign and want to see how many people have opened your email, what links they clicked on, and where they went after clicking the link (i.e., did they purchase something?), then a platform with real-time reporting will be very useful for you. If not, it could take hours or even days before you find out these answers from your vendor.
Check for a transparent pricing model.
As with most things, when it comes to finding a marketing attribution platform, you want to check the fine print.
That’s why we recommend checking for a transparent pricing model. A transparent pricing model is one that’s based on the number of users, campaigns, conversions, and devices rather than percentages or hidden fees.
If you want to make the most of your marketing efforts, it’s important that you find a reliable marketing attribution platform. This will help you measure and optimize your campaigns so that they bring in more revenue and grow your business.