Step through the slide deck below to find out a bit more about how the Digital Marketing teams report and the attribution model each team use.

On top of that attribution modelling at Argos is in all cases “last click wins”, below are some of the other methods commonly used.

  The Last Interaction model attributes 100% of the conversion value to the last channel with which the customer interacted before buying or converting. Google Analytics uses this model by default when attributing conversion value in non-Multi-Channel Funnel reports.

When it’s useful: Because the Last Interaction model is the default model used for non-Multi-Channel Funnel reports, it provides a useful benchmark to compare with results from other models.

In addition, if your ads and campaigns are designed to attract people at the moment of purchase, or your business is primarily transactional with a sales cycle that does not involve a consideration phase, the Last Interaction model may be appropriate.

 The First Interaction model attributes 100% of the conversion value to the first channel with which the customer interacted.

When it’s useful: This model is appropriate if you run ads or campaigns to create initial awareness. For example, if your brand is not well known, you may place a premium on the keywords or channels that first exposed customers to the brand.

 The Linear model gives equal credit to each channel interaction on the way to conversion.

 When it’s useful: This model is useful if your campaigns are designed to maintain contact and awareness with the customer throughout the entire sales cycle. In this case, each touch point is equally important during the consideration process.

 In the “Time Decay” model, if the sales cycle involves only a short consideration phase then this model will most heavily credit the touch points that occurred nearest to the time of conversion.

When it’s useful: If you run one-day or two-day promotion campaigns, you may wish to give more credit to interactions during the days of the promotion. In this case, interactions that occurred one week before have only a small value as compared to touch points near the conversion. The Time Decay model allows you to appropriately credit touch points during the day or two leading up to conversion.

 The “Position Based” or “Bathtub” model allows you to create a hybrid of the Last Interaction and First Interaction models. Instead of giving all the credit to either the first or last interaction, you can split the credit between them. One common scenario is to assign 40% credit each to the first interaction and last interaction, and assign 20% credit to the interactions in the middle.

When it’s useful: If you most value touchpoints that introduced customers to your brand and final touchpoints that resulted in sales, use the Position Based model.