Understanding Traffic Source Attribution Models in ResponseiQ

New age users in the present context do not decide until and unless they have compared all your competitors concerning service quality, pricing and features offered. This ends up into a complicated visitor journey having multiple touchpoints starting from their entry point marketing campaign up to the last traffic source after which they made a final decision to choose your services and products over rivals.

Having the right traffic source related data depends on the attribution model you choose to determine which step of the buyer’s journey has more weightage over others. However, there is not a one-size-fits-all universal solution available when we discuss traffic source attribution modelling. Hence, ResponseiQ offers three different traffic source attribution models, namely First Click, Last Click & UTM Weighted. Consequently, you will have the freedom to choose between the model best suited for your business’s marketing plan.

First Click Attribution

If you intend to attribute all the revenue generated from a sale to the first traffic source that your customer interacted with which could be a marketing campaign or a direct visit to your web property. Let us take a sample user journey to determine the first click attribution:

  1. A visitor finds a Google Ad, clicks and lands on your web page
  2. The anonymous visitor does a brand search via Bing and then the visitor likes your Facebook page to look out for any special offers coming in the holiday season
  3. After a week, the visitor finds your Facebook page with a special offer that redirects to your web page as a referral
  4. After another couple of weeks, the user goes directly to the website and visits the pricing page after which they request a callback or calls a tracking to reach out your sales team

As per the First Click Attribution Model, the revenue from the sale using the above user journey will be attributed to the Google Ad that the customer first clicked on and be redirected to your website. First click attribution is generally used to show you which of your marketing channels/ campaign is best at generating initial awareness and traffic.

Last Click Attribution

This attribution model is selected when the revenue generated from a sale is attributed to the last traffic source that your customer interacted with before reaching out to your team for a callback or call themselves to a tracking number displayed on the website. Let us again consider the sample user journey to determine the last-click attribution:

  1. A visitor finds a Google Ad, clicks and lands on your web page
  2. The anonymous visitor nows does a brand search via Bing and then the visitor likes your Facebook page to look out for any special offers coming in the holiday season
  3. After a week, the visitor finds your Facebook page with a special offer that redirects to your web page as a referral
  4. After another couple of weeks, the user goes directly to the website and visits the pricing page after which they request a callback or calls a tracking to reach out your sales team

In the Last Click Attribution Model, the revenue from the sale using the above user journey will be attributed to Direct as the customer visited your website and scheduled a callback request or made the incoming call using the tracking number. The idea behind the last-click model is to let you know the marketing channel/ campaign that pushed a visitor to become interested in your business and make a call converting it into a lead than being just an anonymous user.

UTM Weighted Attribution

This is a custom attribution model that will attribute a lead as per the weight given to different marketing channels. Paid marketing channels like CPC/PPC will always be given higher weight traffic source over a direct visit irrespective of the fact if the paid campaign was a first click, last click or at any touchpoint in a visitor timeline. Similarly, referrals will be weighted higher over direct channels after the paid marketing sources. Taking the same sample user journey again, we can determine the UTM weighted traffic source easily:

  1. A visitor finds a Google Ad, clicks and lands on your web page
  2. The anonymous visitor does a brand search via Bing and then the visitor likes your Facebook page to look out for any special offers coming in the holiday season
  3. After a week, the visitor finds your Facebook page with a special offer that redirects to your web page as a referral
  4. After another couple of weeks, the user goes directly to the website and visits the pricing page after which they request a callback or calls a tracking to reach out your sales team

According to the UTM Weighted Attribution Model, the revenue from the sale using the above user journey will be attributed to Google Ad irrespective of the fact that it was the first click but because it is a paid marketing channel which has the highest weightage over any referral or direct visits.

Steps to set up the Attribution Model

Once you have logged into your Company Dashboard on ResponseiQ and you will see “Global Settings” in the left main navigation

Click on the “Global Settings” to view the expanded sub-navigation menu and click on “Attribution Model.”

On the Attribution Model setting, you will be able to choose the traffic source attribution model for your company account on ResponseiQ.

Note: First Click Model will be the default attribution model until you change it yourself

Where to find your attribution data:

ResponseiQ application makes sure that you can access the traffic source attribution data for each call, whether it is the application’s detailed reporting or have third party integrations with Google Analytics and CRMs. Following are the mediums to consume the attribution data for all the calls:

Call Reports

ResponseiQ Call Reports makes sure you get every piece of information from a contact made with a lead whether it is related to the call-related attributes or the actual visitor’s traffic source attribution data.

Highlighted above in the screen-grab are a few examples of how your attribution data will look like from various traffic sources like a Google search, CPC campaign, emails, direct, etc. The structure followed by the ResponseiQ Call Reports attribution data is “Source — Medium — Channel — Campaign” out of which campaign is displayed if the information was available,

Read more about ResponseiQ Call Reports here.

Email Notifications

ResponseiQ application makes sure that you get the best context for any lead via email notifications for cases like missed call, call claimed or a new scheduled call. Building on top of this fact, ResponseiQ email notifications for outgoing and incoming calls will provide the traffic source attribution in the structure similar to call reports.

Read more about ResponseiQ Email Notifications here.

Webhooks

To make sure you have the freedom to choose the way you intend to consume and utilise the information associated with calls generated via Responseiq platform, you can use the webhooks from our application to capture the data. ResponseiQ Webhook feature allows our platform to send real-time notifications to your web applications and reporting systems.

ResponseiQ webhooks for both incoming and outgoing calls provide all the attribution information segmented between source, medium, channel and campaign (if available).

Read more about ResponseiQ Webhooks here.

Google Analytics Integration

Once you have set up your Google Analytics instance with ResponseiQ application, you will be able to capture the complete traffic source attribution information along with all the call related events to set goals for each.

Read more about ResponseiQ Google Analytics Integration here.

CRM Integrations

ResponseiQ CRM integrations offer a seamless experience for your business to capture the complete data for the calls generated via ResponseiQ platform in your company’s Salesforce or HubSpot accounts. Hence, you can obtain the same call related information and traffic source attribution in your CRM instances, ensuring a unique view for your leads.

Read more about ResponseiQ Salesforce & HubSpot Integrations.

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