The Attribution Report is your ultimate tool for understanding exactly which marketing efforts are driving revenue. It tracks the customer journey from the first touchpoint to the final closed deal.
1. Attribution Models
Scotify Solutions supports different attribution models to help you analyze your data:
- First Touch: Gives 100% of the credit to the very first interaction a lead had with your brand (e.g., clicking a Facebook ad).
- Last Touch: Gives 100% of the credit to the final interaction before the lead converted (e.g., clicking a link in an email).
- Multi-Touch (Coming Soon): Distributes credit across multiple touchpoints in the customer journey.
2. Analyzing the Data
Use the Attribution Report to answer critical business questions:
- Which traffic sources (Organic Search, Paid Ads, Social Media) generate the highest quality leads?
- Which specific campaigns are resulting in the most closed-won revenue?
- Where should you allocate your marketing budget next quarter for maximum ROI?
Pro-Tip
For the Attribution Report to be accurate, ensure you are using UTM parameters on all your external marketing links and tracking scripts on your websites.