Paid and organic last click
Understanding how your marketing efforts contribute to conversions is crucial for optimizing your strategies and maximizing results. One way to measure this is through the paid and organic last click attribution model. This model attributes 100% of the conversion value to the last channel that the customer clicked through before converting, ignoring direct traffic. Let's take a closer look at how this model works and how it allocates conversion value.
The final touchpoint
In the paid and organic last click attribution model, the focus is on the final touchpoint before conversion. For example, if a customer journey looks like this: Display > Social > Paid Search > Organic Search, 100% of the conversion value would be attributed to Organic Search. This means that the organic search channel is seen as the primary driver of the conversion.
Another example would be if the customer journey is Display > Social > Paid Search > Email, in this case, 100% of the conversion value would be allocated to the Email channel. This shows that the email campaign played a significant role in driving the final conversion.
Similarly, if the customer journey is Display > Social > Paid Search > Direct, all of the conversion value would then be attributed to Paid Search. This indicates that the paid search efforts were the final touchpoint that influenced the customer to convert.
It's important to note that the paid and organic last click attribution model is also known as the Last non-direct click attribution model. Both terms refer to the same concept.
By using this model, marketers can gain insights into which channels are most effective in driving conversions. It helps identify the touchpoints that have the greatest impact on the customer journey, giving you a better understanding of where to allocate your resources for maximum ROI.
However, it's worth noting that relying solely on the last click ignores other touchpoints in the customer journey. It doesn't take into account the role of other channels that may have influenced the customer's decision to convert. Therefore, while the paid and organic last click attribution model provides valuable information, it's important to consider other attribution models and metrics to get a comprehensive view of your marketing efforts.
In conclusion, the paid and organic last click attribution model is a useful tool for understanding the role of different channels in driving conversions. It attributes 100% of the conversion value to the last touchpoint before conversion, excluding direct traffic. By analyzing the allocation of conversion value, marketers can optimize their strategies and allocate resources effectively. However, it's important to consider other attribution models to capture the full picture of your marketing efforts.