Your online marketing efforts need to be rewarded with high level of conversions and to achieve this you need to use all attribution tools at your disposal. Google offers a wide range of such tools to help you create and monitor rich attribution data that will enable you to get the most out of your campaign.
Digital attribution involves interacting with potential customers before they act in a positive manner that leads to sales or other favorable actions as desired by you. Your efforts in connecting with your users by utilizing email marketing campaigns, affiliate programs, social networking strategies, display advertisements, and other such online campaigns need to result in effective conversions.
Google offers valuable tools such as Search Funnels in Google AdWords, Multi Channel Funnels and Attribution Modeling in Google Analytics and Analytics Premium respectively. Rather than simply aiming for the last click attribution before any conversion, you should study the entire path towards each conversion through your interactions to ensure improved and efficient online campaigns.
Many marketers focus only on deciphering the actual action that initiates a conversion, while it might actually be several factors during an interaction that might result in the conversion. Thus, a conversion might culminate due to several interactions and you need to utilize tools within Google Analytics and AdWords to analyze your online marketing campaign so as to make all necessary changes for faster and improved conversions.
You should also visit Google AdWords and Google Analytics forums to gain answers to any queries while using these digital attribution tools. In addition, you should also ensure that all your data is optimized and all codes added on your website in a technically correct manner to ensure that there are no hiccups in website speed or function.
If you have set up all the tools in an ideal manner and are able to correctly interpret the results of your digital attribution efforts, then you will surely be rewarded with improved conversion rates. In addition, you will be able to chart out a clear path to improve your current online marketing campaign too.