Reporting on marketing attribution is essential, but notoriously difficult. There are so many touch points in the customer journey which makes proving the ROI on campaigns and identifying how certain channels impact metrics like customer lifetime value incredibly tricky. Luckily, you can use report templates to take the pain out of the process.
In this blog, we will discuss how to measure marketing attribution and provide four report templates that will make it easy.
How to measure marketing attribution
Measuring marketing attribution enables marketers to gain a better understanding of which channels, campaigns, and messages are driving the most impact. This information can then be used to optimize marketing strategies and campaigns and justify resources.
There are five common marketing attribution models marketers use to understand the impact of channels and campaigns. Each model assigns a specific amount of ‘credit’ to different touch points across the customer journey. The more credit a touch point receives, the more impactful it is perceived to be. See below.
Last-touch attribution: In this model, all the credit is given to the very last touch point before conversion. This model is easy to track and accurate (and in Ortto, it is the default model for system activities with touch tracking), but as it fails to recognize the impact of other touch points in the buying cycle, it is best used in conjunction with other models.
First-touch attribution: In this model, the first touch point is given 100% of the credit (opposite to last-touch attribution). This model is great for understanding brand awareness and how leads enter the sales funnel, but it has limitations when used independently.
Linear attribution: In this model, each touch point that leads to conversion is given an even weighting, as long it occurs within the attribution window (in Ortto, the default attribution window is set to six days). This model provides a balanced view of channels across the customer journey.
Time-decay attribution: In this model, campaigns and channels are credited according to when the touch points occurred, with the touch points closer to conversion receiving a greater weighting. This model is effective for long sales cycles.
Position-based attribution (aka U-shaped attribution): In this model, credit is given based on the point of conversion. First and last touch are given more credit and the remaining credit is distributed between the remaining touch points. This model affords most credit to the most important touch points (first and last), but ensures the other touch points are not ignored.
Attribution is measured best when different models work together. Marketers can also set up custom attribution models to measure the impact on specific campaigns/channels and over specific periods of time. For more information on marketing attribution models, how to choose the right one for your goals, and how to set them up in Ortto, read our blog.
4 report templates that will make marketing measuring attribution easier
1. Attributed revenue by campaign report
Ortto’s Attributed revenue by campaign report template allows you to see the total attributed revenue on a particular campaign to help you understand which drives the most revenue. This is useful for reporting on the effectiveness of paid campaigns like paid search/ads and sponsored content.
The attribution model type is determined by you. Simply navigate to Setup then Attribution, and then select the attribution to display your chosen metrics (e.g. MRR or ARR).
Attributed revenue by campaign
2. Attributed revenue by campaign (pie chart)
Ortto’s Attributed revenue by campaign pie chart template shows attributed revenue based on your attribution model by campaign for the given time period. With this template, you can easily visualize, at a glance, which campaigns contribute the most revenue. This is useful when comparing campaign output vs. input.
Attributed revenue by campaign
3. Total attributed revenue
Ortto’s Total attributed revenue template shows the total attributed revenue over a given time period. The attributed revenue is shown cumulatively with a comparison to the previous time period. This is useful for looking back over a monthly/quarterly/bi-annual/annual basis. The attributed revenue is based on the model you set up.
Total attributed revenue
4. Total attributed revenue metric
Ortto’s Total attributed revenue metric template shows the total attributed revenue from all campaigns for a given period. You can set a target goal and monitor your progress, and embed it on your marketing dashboard to quickly refer to again and again. You can control revenue attribution settings in Setup.
Total attributed revenue metric
Measuring marketing attribution can be a pain, but Ortto’s plug-and-play templates take the headache out of reporting. Check out our templates directory by signing up or signing in today.
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