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• Revision 29188 : 2 options de plus pour personnaliser la page d’activation de la mutu : * ...

  15 juin 2009, par real3t@… — Log

  2 options de plus pour personnaliser la page d’activation de la mutu :
  * ’branding’ : texte libre en HTML
  * ’branding_logo’ => logo (sous forme de HTML)

• What is Multi-Touch Attribution ? (And How To Get Started)

  2 février 2023, par Erin — Analytics Tips

  Good marketing thrives on data. Or more precisely — its interpretation. Using modern analytics software, we can determine which marketing actions steer prospects towards the desired action (a conversion event). 

  An attribution model in marketing is a set of rules that determine how various marketing tactics and channels impact the visitor’s progress towards a conversion. 

  Yet, as customer journeys become more complicated and involve multiple “touches”, standard marketing reports no longer tell the full picture. 

  That’s when multi-touch attribution analysis comes to the fore. 

  What is Multi-Touch Attribution ?

  Multi-touch attribution (also known as multi-channel attribution or cross-channel attribution) measures the impact of all touchpoints on the consumer journey on conversion. 

  Unlike single-touch reporting, multi-touch attribution models give credit to each marketing element — a social media ad, an on-site banner, an email link click, etc. By seeing impacts from every touchpoint and channel, marketers can avoid false assumptions or subpar budget allocations.

  To better understand the concept, let’s interpret the same customer journey using a standard single-touch report vs a multi-touch attribution model. 

  Picture this : Jammie is shopping around for a privacy-centred web analytics solution. She saw a recommendation on Twitter and ended up on the Matomo website. After browsing a few product pages and checking comparisons with other web analytics tools, she signs up for a webinar. One week after attending, Jammie is convinced that Matomo is the right tool for her business and goes directly to the Matomo website a starts a free trial. 

  • A standard single-touch report would attribute 100% of the conversion to direct traffic, which doesn’t give an accurate view of the multiple touchpoints that led Jammie to start a free trial. 
  • A multi-channel attribution report would showcase all the channels involved in the free trial conversion — social media, website content, the webinar, and then the direct traffic source.

  In other words : Multi-touch attribution helps you understand how prospects move through the sales funnel and which elements tinder them towards the desired outcome. 

  Types of Attribution Models

  As marketers, we know that multiple factors play into a conversion — channel type, timing, user’s stage on the buyer journey and so on. Various attribution models exist to reflect this variability. 

  

  First Interaction attribution model (otherwise known as first touch) gives all credit for the conversion to the first channel (for example — a referral link) and doesn’t report on all the other interactions a user had with your company (e.g., clicked a newsletter link, engaged with a landing page, or browsed the blog campaign).

  First-touch helps optimise the top of your funnel and establish which channels bring the best leads. However, it doesn’t offer any insight into other factors that persuaded a user to convert. 

  Last Interaction attribution model (also known as last touch) allocates 100% credit to the last channel before conversion — be it direct traffic, paid ad, or an internal product page.

  The data is useful for optimising the bottom-of-the-funnel (BoFU) elements. But you have no visibility into assisted conversions — interactions a user had prior to conversion. 

  Last Non-Direct attribution model model excludes direct traffic and assigns 100% credit for a conversion to the last channel a user interacted with before converting. For instance, a social media post will receive 100% of credit if a shopper buys a product three days later. 

  This model is more telling about the other channels, involved in the sales process. Yet, you’re seeing only one step backwards, which may not be sufficient for companies with longer sales cycles.

  Linear attribution model distributes an equal credit for a conversion between all tracked touchpoints.

  For instance, with a four touchpoint conversion (e.g., an organic visit, then a direct visit, then a social visit, then a visit and conversion from an ad campaign) each touchpoint would receive 25% credit for that single conversion.

  This is the simplest multi-channel attribution modelling technique many tools support. The nuance is that linear models don’t reflect the true impact of various events. After all, a paid ad that introduced your brand to the shopper and a time-sensitive discount code at the checkout page probably did more than the blog content a shopper browsed in between. 

  Position Based attribution model allocates a 40% credit to the first and the last touchpoints and then spreads the remaining 20% across the touchpoints between the first and last. 

  This attribution model comes in handy for optimising conversions across the top and the bottom of the funnel. But it doesn’t provide much insight into the middle, which can skew your decision-making. For instance, you may overlook cases when a shopper landed via a social media post, then was re-engaged via email, and proceeded to checkout after an organic visit. Without email marketing, that sale may not have happened.

  Time decay attribution model adjusts the credit, based on the timing of the interactions. Touchpoints that preceded the conversion get the highest score, while the first ones get less weight (e.g., 5%-5%-10%-15%-25%-30%).

  This multi-channel attribution model works great for tracking the bottom of the funnel, but it underestimates the impact of brand awareness campaigns or assisted conversions at mid-stage. 

  Why Use Multi-Touch Attribution Modelling

  Multi-touch attribution provides you with the full picture of your funnel. With accurate data across all touchpoints, you can employ targeted conversion rate optimisation (CRO) strategies to maximise the impact of each campaign. 

  Most marketers and analysts prefer using multi-touch attribution modelling — and for some good reasons.

  Issues multi-touch attribution solves 

  • Funnel visibility. Understand which tactics play an important role at the top, middle and bottom of your funnel, instead of second-guessing what’s working or not. 
  • Budget allocations. Spend money on channels and tactics that bring a positive return on investment (ROI). 
  • Assisted conversions. Learn how different elements and touchpoints cumulatively contribute to the ultimate goal — a conversion event — to optimise accordingly. 
  • Channel segmentation. Determine which assets drive the most qualified and engaged leads to replicate them at scale.
  • Campaign benchmarking. Compare how different marketing activities from affiliate marketing to social media perform against the same metrics.

  How To Get Started With Multi-Touch Attribution 

  To make multi-touch attribution part of your analytics setup, follow the next steps :

  1. Define Your Marketing Objectives 

  Multi-touch attribution helps you better understand what led people to convert on your site. But to capture that, you need to first map the standard purchase journeys, which include a series of touchpoints — instances, when a prospect forms an opinion about your business.

  Touchpoints include :

  • On-site interactions (e.g., reading a blog post, browsing product pages, using an on-site calculator, etc.)
  • Off-site interactions (e.g., reading a review, clicking a social media link, interacting with an ad, etc.)

  Combined these interactions make up your sales funnel — a designated path you’ve set up to lead people toward the desired action (aka a conversion). 

  Depending on your business model, you can count any of the following as a conversion :

  • Purchase 
  • Account registration 
  • Free trial request 
  • Contact form submission 
  • Online reservation 
  • Demo call request 
  • Newsletter subscription

  So your first task is to create a set of conversion objectives for your business and add them as Goals or Conversions in your web analytics solution. Then brainstorm how various touchpoints contribute to these objectives. 

  Web analytics tools with multi-channel attribution, like Matomo, allow you to obtain an extra dimension of data on touchpoints via Tracked Events. Using Event Tracking, you can analyse how many people started doing a desired action (e.g., typing details into the form) but never completed the task. This way you can quickly identify “leaking” touchpoints in your funnel and fix them. 

  2. Select an Attribution Model 

  Multi-attribution models have inherent tradeoffs. Linear attribution model doesn’t always represent the role and importance of each channel. Position-based attribution model emphasises the role of the last and first channel while diminishing the importance of assisted conversions. Time-decay model, on the contrary, downplays the role awareness-related campaigns played.

  To select the right attribution model for your business consider your objectives. Is it more important for you to understand your best top of funnel channels to optimise customer acquisition costs (CAC) ? Or would you rather maximise your on-site conversion rates ? 

  Your industry and the average cycle length should also guide your choice. Position-based models can work best for eCommerce and SaaS businesses where both CAC and on-site conversion rates play an important role. Manufacturing companies or educational services providers, on the contrary, will benefit more from a time-decay model as it better represents the lengthy sales cycles. 

  3. Collect and Organise Data From All Touchpoints 

  Multi-touch attribution models are based on available funnel data. So to get started, you will need to determine which data sources you have and how to best leverage them for attribution modelling. 

  Types of data you should collect : 

  • General web analytics data : Insights on visitors’ on-site actions — visited pages, clicked links, form submissions and more.
  • Goals (Conversions) : Reports on successful conversions across different types of assets. 
  • Behavioural user data : Some tools also offer advanced features such as heatmaps, session recording and A/B tests. These too provide ample data into user behaviours, which you can use to map and optimise various touchpoints.

  You can also implement extra tracking, for instance for contact form submissions, live chat contacts or email marketing campaigns to identify repeat users in your system. Just remember to stay on the good side of data protection laws and respect your visitors’ privacy. 

  Separately, you can obtain top-of-the-funnel data by analysing referral traffic sources (channel, campaign type, used keyword, etc). A Tag Manager comes in handy as it allows you to zoom in on particular assets (e.g., a newsletter, an affiliate, a social campaign, etc). 

  Combined, these data points can be parsed by an app, supporting multi-touch attribution (or a custom algorithm) and reported back to you as specific findings. 

  Sounds easy, right ? Well, the devil is in the details. Getting ample, accurate data for multi-touch attribution modelling isn’t easy. 

  Marketing analytics has an accuracy problem, mainly for two reasons :

  • Cookie consent banner rejection 
  • Data sampling application

  Please note that we are not able to provide legal advice, so it’s important that you consult with your own DPO to ensure compliance with all relevant laws and regulations.

  If you’re collecting web analytics in the EU, you know that showing a cookie consent banner is a GDPR must-do. But many consumers don’t often rush to accept cookie consent banners. The average consent rate for cookies in 2021 stood at 54% in Italy, 45% in France, and 44% in Germany. The consent rates are likely lower in 2023, as Google was forced to roll out a “reject all” button for cookie tracking in Europe, while privacy organisations lodge complaints against individual businesses for deceptive banners. 

  For marketers, cookie rejection means substantial gaps in analytics data. The good news is that you can fill in those gaps by using a privacy-centred web analytics tool like Matomo. 

  Matomo takes extra safeguards to protect user privacy and supports fully cookieless tracking. Because of that, Matomo is legally exempt from tracking consent in France. Plus, you can configure to use our analytics tool without consent banners in other markets outside of Germany and the UK. This way you get to retain the data you need for audience modelling without breaching any privacy regulations. 

  Data sampling application partially stems from the above. When a web analytics or multi-channel attribution tool cannot secure first-hand data, the “guessing game” begins. Google Analytics, as well as other tools, often rely on synthetic AI-generated data to fill in the reporting gaps. Respectively, your multi-attribution model doesn’t depict the real state of affairs. Instead, it shows AI-produced guesstimates of what transpired whenever not enough real-world evidence is available.

  4. Evaluate and Select an Attribution Tool 

  Google Analytics (GA) offers several multi-touch attribution models for free (linear, time-decay and position-based). The disadvantage of GA multi-touch attribution is its lower accuracy due to cookie rejection and data sampling application.

  At the same time, you cannot create custom credit allocations for the proposed models, unless you have the paid version of GA, Google Analytics 360. This version of GA comes with a custom Attribution Modeling Tool (AMT). The price tag, however, starts at USD $50,000 per year. 

  Matomo Cloud offers multi-channel conversion attribution as a feature and it is available as a plug-in on the marketplace for Matomo On-Premise. We support linear, position-based, first-interaction, last-interaction, last non-direct and time-decay modelling, based fully on first-hand data. You also get more precise insights because cookie consent isn’t an issue with us. 

  Most multi-channel attribution tools, like Google Analytics and Matomo, provide out-of-the-box multi-touch attribution models. But other tools, like Matomo On-Premise, also provide full access to raw data so you can develop your own multi-touch attribution models and do custom attribution analysis. The ability to create custom attribution analysis is particularly beneficial for data analysts or organisations with complex and unique buyer journeys. 

  Conclusion

  Ultimately, multi-channel attribution gives marketers greater visibility into the customer journey. By analysing multiple touchpoints, you can establish how various marketing efforts contribute to conversions. Then use this information to inform your promotional strategy, budget allocations and CRO efforts. 

  The key to benefiting the most from multi-touch attribution is accurate data. If your analytics solution isn’t telling you the full story, your multi-touch model won’t either. 

  Collect accurate visitor data for multi-touch attribution modelling with Matomo. Start your free 21-day trial now. 

• How to increase conversions to meet your business goals

  8 septembre 2020, par Joselyn Khor — Analytics Tips, Marketing
   Through optimizing your messaging, content, or your page layouts, you can increase conversions by getting your visitors through a clear pathway to achieve your business goals.

  Conversion Rate Optimization

  When we talk about optimizing websites to improve and increase conversions, we’re really talking about conversion rate optimization (CRO).

  CRO is the process of learning what the most valuable content/aspect of your website is and how to best optimize this for your visitors to increase its chance to convert. It typically involves generating ideas for elements on your site or app that can be improved, learning which pathways visitors are most likely going to take to conversion and then validating those assumptions through A/B testing and multivariate testing to transform learning into actionable insights.

  Conversion Rate

  The conversion rate is expressed as a % and the goal for any business should be to increase the % of conversions for any given goal e.g. in February a website had 200 newsletter sign-ups from 1,000 visitors on its sign-up page, a conversion rate of 20%. CRO should be used to increase the sign-up rate from 20% to 25%, and then eventually from 25% to 30% and so on.

  CRO cheat sheet

  You need to consider your website or business’ objectives (bigger picture) as well as your website goals (smaller achievements). Whatever the aim of your website, it’s crucial for this to be your starting point. Figure out what you want your website to do and what you want visitors to get from it. When you do that, you’ll know what conversions to focus on.
  

  • Define your business/website’s objectives. Do you want the website to drive sales ? Is the website a hub to raise awareness for a charity ? Do you want to increase readership for your news site ?
  • Define what your conversion goals are. This helps you narrow your focus so you follow a path to meet your overall objectives. By defining these, you clarify for yourself the next actions you should take, such as wanting to funnel users through to a sign up landing page. Then you’ll need to optimize and test your sign up landing page. If conversions are low, then tweak it and measure the results until you find you’ve increased conversion rates.
  • Conversion goals can include :
    • Purchases in your ecommerce store
    • eBook downloads
    • Sign ups to your mailing list
    • Visitors successfully filling in a contact form
  • Figure out what your Key Performance Indicators (KPIs) are and the metrics you need to focus on to achieve them.

  How to increase conversions with Matomo

  1. Set goals
  2. Heatmaps
  3. Session Recordings
  4. A/B test
  5. Form Analytics
  6. Funnels
  7. Behaviour

  1. Set goals

  “Make Sure Goals Are Clearly Understood. To prove the value of an analytics-focused company, any project you take on needs to have clear goals. If you don’t have a goal in mind you’ll fail. Everyone involved in the project needs to be aligned around the goals.”

  A goal is the measure of a successful action that you want your visitors to take. The more goals you track, the more you can learn about behavioural changes as you implement and modify paths that lead to conversions over time.

  

  You’ll understand which channels and campaigns (SEO, PPC, newsletter, blogging etc.) are converting the best for your business, which cities/countries are most popular, what devices are working and how engaged your visitors are before converting. Learn more

  2. Set Heatmaps

  This is vital to show how your visitors are engaging with your website, blog pages, signup and sales pages. If you want to learn how your visitors really engage with your website to increase conversions, Heatmaps lets you see the results visually without any guesswork.

  

  By showing where your visitors try to click, move the mouse or how far down they’re scrolling on each page, you can effortlessly discover how your visitors truly engage with your most important web pages. Rather than guessing, rely on facts to prove if the changes you make actually improve your website or not. Learn more

  How to improve conversion rates with Heatmaps :

  • If you’ve got important information that will sell your service/product or bring you loyal followers, make sure it’s in the hot zones as shown in your heatmaps.
  • Try to rearrange parts of your pages to see if that increases engagement.
  • Make it easy for people to take important actions by having the CTA above-the-fold where 100% of visitors see it. Make sure you don’t clutter this section with too many messages or actions.
  • You can also identify areas to add links as heatmaps shows where people want to click.
  • Find what content is most popular on the page

  3. Session Recordings

  This is a conversion research technique where you learn what your users are trying to do and make sure your website is optimized to give them what they want. With Session Recordings you can playback all the interactions your visitors took on your website, such as clicks, mouse movements, scrolls, resizes, form interactions and page changes in a video. Truly understand how real visitors are using your website and what experiences they’re having.

  Also, by understanding what’s working you’re increasing the usability of your website, Session Recordings allow you to identify problem areas as well as where users are getting stuck. Learn more

  

  How to improve conversion rates with Session Recordings : For example, on a product landing page, you see your visitor highlighting specific words and putting it into search. With this you can observe what they’re trying to find and what they’re actually interested in. As you tweak the page to ensure what the visitor wants can be easily found, you’re taking steps to increase the chance for more conversions.

  4. A/B Testing

  Test anything and test anywhere to increase your conversions. Grow your website by comparing different versions of your landing pages to determine what works best for your users. Subtle tweaks across different versions of your landing pages can have a significant impact on converting incoming traffic.

  

  The changes for each landing page could be :

  • A different headline
  • Less copy vs more copy
  • Different calls-to-action
  • Colour schemes, forms, fonts, links, testimonials,
  • Or, it could be an entirely different page layout altogether.

  The idea is to see if either page A or page B (or C or D) was most successful in getting your visitors to the next step in the conversion funnel. Learn more

  How Matomo used A/B Testing : For our sign up page we tested three different CTAs and found how phrasing words differently could help improve conversion rates. Both “Start improving your websites” and “Start converting more users now” were stronger CTAs and converted 7% more than, “Start my free 30-day trial”.

  5. Form Analytics

  Form Analytics gives you powerful insights into how your visitors interact with your forms (like cart, sign-up and checkout forms).

  

  Online forms can come in thousands of different variations. It’s an area on your website that if not done right, could lead to you missing out on converting a large portion of your visitors. Rely on facts when you change your forms. Learn more

  How to improve conversion rates with Form Analytics : By proving whether your form is doing better when you change it and by how much. This lets you consistently increase form submission rates (conversions) on your website which is crucial to the success of your business.

  6. Funnels

  At a glance you will learn the steps (actions, events and pages) your users go through to the desired outcomes you want them to achieve whether it’s a sale, sign-up or any other particular goal you have defined.

  

  Looking at the entire conversion funnel and focusing on usability, you’ll be able to identify where your visitors are having problems, where they aren’t understanding the flow of your webpages and identify obstacles that get in the way of your users reaching that end goal. Learn more

  How to improve conversion rates with Funnels : Learn what makes your visitors take action (or what stops them) in progressing to the next step in the conversion funnel. At each step, you’ll discover what content/layout resonates with your visitors and you can optimize your website to have the greatest impact on your business.

  TRY IT FOR FREE

  7. Behaviour

  This is one of the most important features to help you optimize your website for conversions. Learning visitor behaviour is a driving force to increase conversions. How ? It lets you identify where you could be taking action to increase conversions. You get to learn first-hand what content or feature on your site is or isn’t working for your visitors. 

  

  Engagement is essential to help increase conversion rates. If your visitors aren’t interested in the content on your site, then there’s very little chance they’ll be interested in what you have to offer. Learn more

  How to improve conversion rates with Behaviour : Get started by reducing bounce rates on important pages, testing messaging on your most popular entry pages, testing on the highest exit pages to reduce visitors leaving the site, learning pathways through Users Flow and Transitions to see if users are taking pathways that lead them to conversions or are the journeys currently long or go in odd directions. Discover how your visitors are responding to your content. The happier your visitors are to stay on your site, the more likely they’ll be able to move through the journey to help you achieve the goals you’ve set for your site.

  TRY IT FOR FREE

  Do privacy-focused industries need conversion optimization ?

  For industries that place extra emphasis on privacy and security, Matomo is a complete analytics tool that can cater for all your needs. You get the full benefits of a web analytics and conversion optimization platform as well as peace of mind knowing Matomo places emphasis on security/privacy and adheres strictly to GDPR.

  If you operate in a data sensitive industry like in government, healthcare, finance, education etc. you can rest assured knowing your user’s privacy is respected and that you will have 100% data ownership.

  Other conversion optimization metrics in Matomo to look at :

  Get a good indication that your conversion optimization efforts are working by knowing where to look and this starts by going through the metrics in your analytics. Below we list how you can make a start.

  “Best” metrics are hard to determine so you’ll need to ask yourself what you want your site to do. How do you want your users to behave or what kind of customer journey do you want them to have ?

  You can start with :

  • Decreasing abandonment rate
  • Decreasing bounce rate
  • Increasing interactions per visit
  • Reducing exit rates on pages that significantly impact your visitors to leave your site
  • Constantly test and learn what content resonates with your visitors
  • Look to advance more users through each stage of the conversion funnel
  • Improve your forms to increase submission rates
  • Always improve the conversion rate % for your goals e.g. if you currently have a 5% conversion rate for selling a product, aim for 10% ; if 30% of your visitors are downloading your e-book, then aim for 40%, then 50% and so on.

  Through optimizing your messaging, content or your page layouts, you will increase conversions by getting your visitors through a clear pathway to meet your website’s goal.

  TRY IT FOR FREE