Why we should make use of Last Click Attribution Model?

Last click attribution model has always been debated. In a natural buying cycle an end user would tend to research for the products over various networks. The user is than exposed to various campaign across Search Engines, Meta Search Engines, Content Network, Email Campaign, Re-marketing Campaign etc.

Now once the user is being exposed to various stages of product research till product purchase life cycle, he is exposed to different Campaign. The million dollar question would be Who should be credited for the Purchase made?

There are two different approach -

  • Last click attribution method.
  • Measure Micro Conversion.
 Usually in a natural buying cycle while research is being made often keywords search funnel could help track Keywords during buying cycle. Similar approach is to be used for tracking micro conversion. Tracking which campaign assisted in executing the conversion.

Advantage of Measuring Micro Conversion -
  • Justice towards the campaign which is exposing the user during the purchase cycle. Mostly the probable consumer conducting research once exposed to the Ads would tend to return back and the probability of user returning via Brand Campaign is higher.
  • Higher Click Trough Rate and Lower Conversion rate isn't an impression that Campaign is under performing.
  • Not optimizing the Campaign based on the last click attribution method would lead towards increase in conversion.
How to Major effectiveness of Micro Conversion -
To measure the micro conversion a simple approach would be by measuring the impact of the traffic being send across in one particular domain via a channel should to be monitored.

For instance, several  Campaign are running across various channel like CPC, PPC, MSE, SMM etc. These should be all tracked and time stamp should be placed on the user which was first exposed to towards the campaign. Next there should also be a provision of stamping the user every-time he actually lands on the website. This will easily allow one to track the performance on the campaign which was actually responsible for the conversion. Hence the justice is given to the campaign and both micro-conversion and macro-conversion.

Practically it is ideal to attribute the campaign based on the micro-conversion and macro-conversion. A value could be assigned to the type of conversion. And based on the conversion the total value attributed by the conversion could be measured. Now, when everything looks good there is always a hurdle and this hurdle is known as View through Conversion. Let us discuss the View through Conversion and its importance in next blog.

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