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• What is last click attribution ? A beginner’s guide

  10 mars 2024, par Erin

  Imagine you just finished a successful marketing campaign. You reached new highs in campaign revenue. Your conversion was higher than ever. And you did it without dramatically increasing your marketing budget.

  So, you start planning your next campaign with a bigger budget.

  But what do you do ? Where do you invest the extra money ?

  You used several marketing tactics and channels in the last campaign. To solve this problem, you need to track marketing attribution — where you give conversion credit to a channel (or channels) that acted as a touchpoint along the buyer’s journey.

  One of the most popular attribution models is last click attribution.

  In this article, we’ll break down what last click attribution is, its advantages and disadvantages, and examples of how you can use it to gain insights into the marketing strategies driving your growth.

  What is last click attribution ?

  Last click, or last interaction, is a marketing attribution model that seeks to give all credit for a conversion to the final touchpoint in the buyer’s journey. It assumes the customer’s last interaction with your brand (before the sale) was the most influential marketing channel for the conversion decision.

  

  Example of last click attribution

  Let’s say a woman named Jill stumbles across a fitness equipment website through an Instagram ad. She explores the website, looking at a few fitness bands and equipment, but she doesn’t buy anything.

  A few days later, Jill was doing a workout but wished she had equipment to use.

  So, she Googles the name of the company she checked out earlier to take a look at the fitness bands it offers. She’s not sure which one to get, but she signs up for a 10% discount by entering her email.

  A few days later, she sees an ad on Facebook and visits the site but exits before purchasing. 

  The next day, Jill gets an email from the store stating that her discount code is expiring. She clicks on the link, plugs in the discount code, and buys a fitness band for $49.99.

  Under the last click attribution model, the fitness company would attribute full credit for the sale to their email campaign while ignoring all other touchpoints (the Instagram ad, Jill’s organic Google search, and the Facebook ad).

  3 advantages of last click attribution

  Last click attribution is one of the most popular methods to credit a conversion. Here are the primary advantages of using it to measure your marketing efforts :

  

  1. Easiest attribution method for beginners

  If something’s too complicated, many people simply won’t touch it.

  So, when you start diving into attribution, you might want to keep it simple. Fortunately, last click attribution is a wonderful method for beginner marketers to try out. And when you first begin tracking your marketing efforts, it’s one of the easiest methods to grasp. 

  2. It can have more impact on revenue

  Attribution and conversions go hand in hand. But conversions aren’t just about making a sale or generating more revenue. We often need to track the conversions that take place before a sale.

  This could include gaining a new follower on Instagram or capturing an email subscriber with a new lead magnet.

  If you’re trying to attribute why someone converted into a follower or lead, you may want to ditch last click for something else.

  But when you’re looking strictly at revenue-generating conversions, last click can be one of the most impactful methods for giving credit to a conversion.

  3. It helps you understand bottom-of-funnel conversions

  If SEO is your focus, chances are pretty good that you aren’t looking for a direct sale right out of the gate. You likely want to build your authority, inform and educate your audience, and then maybe turn them into a lead.

  However, when your primary focus isn’t generating traffic or leads but turning your leads into customers, then you’re focused on the bottom of your sales funnel.

  Last click can be helpful to use in bottom-of-funnel (BoFu) conversions since it often means following a paid ad or sales email that allows you to convert your warm audience member.

  If you’re strictly after revenue, you may not need to pay as much attention to the person who reads your latest blog post. After they read the article, they may have seen a social media post. And then, maybe they saw your email with a discount to buy now — which converted them into a paying customer.

  3 challenges of last click attribution

  Last click attribution is a simple way to start analysing the channels that impact your conversions. But it’s not perfect.

  Here are a few challenges of last click attribution you should keep in mind :

  

  1. It ignores all other touchpoints

  Last click attribution is a single-touch attribution model. This type of model declares that a single channel gets 100% of the credit for a sale.

  But this can overlook impactful contributions from other channels.

  Multi-touch attribution seeks to give credit to multiple channels for each conversion. This is a more holistic approach.

  2. It fragments the customer journey

  Most customers need a few touchpoints before they’ll make a purchase.

  Maybe it’s reading a blog post via Google, checking out a social media post on Instagram, and receiving a nurture email.

  If you look only at the last touchpoint before a sale, then you ignore the impact of the other channels. This leads to a fragmented customer journey. 

  Imagine this : You tell your marketing leaders that Facebook ads are responsible for your success because they were the last touch for 65% of conversions. So, you pour your entire budget into Facebook ads.

  What happens ?

  Your sales drop by 60% in one month. This happens because you ignored the traffic you were generating from SEO blog posts that led to that conversion — the nurturing that took place in email marketing.

  3. Say goodbye to brand awareness marketing

  Without a brand, you can’t have a sustainable business.

  Some marketing activities, like brand awareness campaigns, are meant to fuel brand awareness to build a business that lasts for years.

  But if you’re going to use last click attribution to measure the effectiveness of your marketing efforts, then you’re going to diminish the impact of brand awareness.

  Your brand, as a whole, has the ability to generate multiples of your current revenue by simply reaching more people and creating unique brand experiences with new audiences.

  Last click attribution can’t easily measure brand awareness activities, which means their importance is often ignored.

  Last click attribution vs. other attribution models

  Last click attribution is just one type of attribution model. Here are five other common marketing attribution models you might want to consider :

  

  First interaction

  We’ve already touched on last click interaction as a marketing attribution model. But one of the most common models does the opposite.

  First interaction, or first touch, gives full credit to the first channel that brought a lead in. 

  First interaction is best used for top-of-funnel (ToFU) conversions, like user acquisition.

  Last non-direct interaction

  A similar model to last click attribution is one called last non-direct interaction. But one major difference is that it excludes all direct traffic from the calculation. Instead, it assigns full conversion credit to the channel that precedes it.

  For instance, let’s say you see someone comes to your website via a Facebook ad but doesn’t purchase. Then one week later, they go directly to your website through a bookmark they saved and they complete a purchase. Instead of giving attribution to the direct traffic touchpoint (entering your site through a saved bookmark), you attribute the conversion to the previous channel.

  In this case, the Facebook ad gets the credit.

  Last non-direct attribution is best used for BoFu conversions.

  Linear

  Another common attribution model is called linear attribution. Here, you split the credit for a conversion equally across every single touchpoint.

  This means if someone clicks on your blog post in Google, TikTok post, email, and a Facebook ad, then the credit for the conversion is equally split between each of these channels.

  This model is helpful for looking at both BoFu and ToFu activities.

  Time decay

  Time decay is an attribution model that more accurately credits conversions across different touchpoints. This means the closer a channel is to a conversion, the more weight is given to it.

  The time decay model assumes that the closer a channel is to a conversion, the greater that channel’s impact is on a sale.

  Position based

  Position-based, also called U-shaped attribution, is an interesting model that gives multiple channels credit for a conversion.

  But it doesn’t give equal credit to channels or weighted credit to the channels closest to the conversion.

  Instead, it gives the most credit to the first and last interactions.

  In other words, it emphasises the conversion of someone to a lead and, eventually, a customer.

  It gives the first and last interaction 40% of the credit for a conversion and then splits the remaining 20% across the other touchpoints in the customer journey.

  If you’re ever unsure about which attribution model to use, with Matomo, you can compare them to determine the one that best aligns with your goals and accurately reflects conversion paths. 

  

  In the above screenshot from Matomo, you can see how last-click compares to first-click and linear models to understand their respective impacts on conversions.

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  Use Matomo to track last click attribution

  If you want to improve your marketing, you need to start tracking your efforts. Without marketing attribution, you will never be certain which marketing activities are pushing your business forward.

  Last click attribution is one of the most popular ways to get started with attribution since it, very simply, gives full credit to the last interaction for a conversion.

  If you want to start tracking last click attribution (or any other previously mentioned attribution model), sign up for Matomo’s 21-day free trial today. No credit card required.

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• Lawful basis for processing personal data under GDPR with Matomo

  30 avril 2018, par InnoCraft

  Disclaimer : this blog post has been written by digital analysts, not lawyers. The purpose of this article is to explain what is a lawful basis and which one you can use with Matomo in order to be GDPR compliant. This work comes from our interpretation of the following web page from the UK privacy commission : ICO. It cannot be considered as professional legal advice. So as GDPR, this information is subject to change. GDPR may be also known as DSGVO in German, BDAR in Lithuanian, RGPD in Spanish, French, Italian, Portuguese. This blog post contains public sector information licensed under the Open Government Licence v3.0.

  The golden rule under GDPR is that you need to have a lawful basis in order to process personal data. Note that it is possible to not process personal data with Matomo. When you do not collect any personal data, then you do not need to determine a lawful basis and this article wouldn’t apply to you.

  “If no lawful basis applies to your processing, your processing will be unlawful and in breach of the first principle.“

  Source : ICO, based on article 6 of GDPR.

  As you may process personal data in Matomo, you have to :

  1. define a lawful basis.
  2. document your choice.
  3. inform your visitor about it in a privacy notice.

  Even if you think you don’t process personal data, we recommend reading this post about personal data in Matomo (personal data may be hidden in many ways).

  Note that if you are processing special category data (ethnic origin, politics, religion, trade union membership…) or criminal offence data ; extra responsibilities are applied, and we will not detail them in this blog post.

  1 – Define a lawful basis

  There are 6 different lawful bases all defined within article 6 of the GDPR official text :

  1. Consent : the data subject has given consent to the processing of his or her personal data for one or more specific purposes.
  2. Contract : processing is necessary for the performance of a contract to which the data subject is party or in order to take steps at the request of the data subject prior to entering into a contract.
  3. Legal obligation : processing is necessary for compliance with a legal obligation to which the controller is subject.
  4. Vital interests : processing is necessary in order to protect the vital interests of the data subject or of another natural person.
  5. Public task : processing is necessary for the performance of a task carried out in the public interest or in the exercise of an official authority vested in the controller.
  6. Legitimate interests : processing is necessary for the purposes of the legitimate interests pursued by the controller or by a third party ; except where such interests are overridden by the interests or fundamental rights and freedoms of the data subject which require protection of personal data, in particular where the data subject is a child.

  As you can see, most of them are not applicable to Matomo. As ICO is mentioning it within their documentation :

  “In many cases you are likely to have a choice between using legitimate interests or consent.”

  “Consent” or “Legitimate interests” : which lawful basis is the best when using Matomo ?

  Well, there is no right or wrong answer here.

  In order to make this choice, ICO listed on their website different questions you should keep in mind :

  • Who does the processing benefit ?
  • Would individuals expect this processing to take place ?
  • What is your relationship with the individual ?
  • Are you in a position of power over them ?
  • What is the impact of the processing on the individual ?
  • Are they vulnerable ?
  • Are some of the individuals concerns likely to object ?
  • Are you able to stop the processing at any time on request ?

  From our perspective, “Legitimate interests” should be used in most of the cases as :

  • The processing benefits to the owner of the website and not to a third party company.
  • A user expects to have their data kept by the website itself.
  • Matomo provides many features in order to show how personal data is processed and how users can exercise their rights.
  • As the data is not used for profiling, the impact of processing personal data is very low.

  But once more, it really depends ; if you are processing personal data which may represent a risk to the final user, then getting consent is for us the right lawful basis.

  If you are not sure, at the time of writing ICO is providing a tool in order to help you make this decision :

  

  Note that once you choose a lawful basis, it is highly recommended not to switch to another unless you have a good reason.

  What are the rights that a data subject can exercise ?

  According to the lawful basis you choose for processing personal data with Matomo, your users will be able to exercise different rights :

  	Right to be informed	Right of access	Right to erasure	Right to portability	Right to object	Right to withdraw consent
  Legitimate interests	X	X	X		X
  Consent	X	X	X	X		X

   

  • Right to be informed : whatever the lawful basis you choose, you need to inform your visitor about it within your privacy notice.
  • Right of access : as described in article 15 of GDPR. Your visitor has the right to access the personal data you are processing about them. You can exercise their right directly within the page “GDPR Tools” in your Matomo.
  • Right to erasure : it means that a visitor will be able to ask you to erase all their data. You can exercise the right to erasure directly within the page “GDPR Tools” in your Matomo.
  • Right to portability : it means that you need to export the data which concern the individual in a machine-readable format and provide them with their personal data. You can exercise their right directly within the page “GDPR Tools” in your Matomo.
  • Right to object : it means that your visitor has the right to say no to the processing of their personal data. In order to exercise this right, you need to implement the opt-out feature on your website.
  • Right to withdraw consent : it means that your visitor can remove their consent at any time. We developed a feature in order to do just that. You can learn more by opening the page “Privacy > Asking for consent” in your Matomo.

  2 – Document your choice

  Once you choose “Legitimate interests” or “Consent” lawful basis, you will have some obligations to fulfill. From our interpretation, “Legitimate interests” means writing more documentation, “Consent” means a more technical approach.

  What should I do if I am processing personal data with Matomo based on “Legitimate interests ?

  ICO is providing a checklist for “Legitimate interests”, below is our interpretation :

  • Check that legitimate interests is the most appropriate lawful basis.

  Our interpretation : document and justify why you choose this lawful basis in particular. This tool from ICO can help you.

  • Understand your responsibility to protect the individual’s interests.

  Our interpretation : you need to take all the measures in order to protect your users privacy and data security. Please refer to our guide in order to secure your Matomo installation.

  • Conduct a legitimate interests assessment (LIA) and keep a record of it to ensure that you can justify your decision. This document is composed of a set of questions on those 3 key concerns : 1) purpose, 2) necessity, 3) balancing.

  1) Purpose :

  • Why do you want to process the data – what are you trying to achieve ?
  • Who benefits from the processing ? In what way ?
  • Are there any wider public benefits to the processing ?
  • How important are those benefits ?
  • What would the impact be if you couldn’t go ahead ?
  • Would your use of the data be unethical or unlawful in any way ?

  2) Necessity :

  • Does this processing actually help to further that interest ?
  • Is it a reasonable way to go about it ?
  • Is there another less intrusive way to achieve the same result ?

  3) Balancing :

  • What is the nature of your relationship with the individual ?
  • Is any of the data particularly sensitive or private ?
  • Would people expect you to use their data in this way ?
  • Are you happy to explain it to them ?
  • Are some people likely to object or find it intrusive ?
  • What is the possible impact on the individual ?
  • How big an impact might it have on them ?
  • Are you processing children’s data ?
  • Are any of the individuals vulnerable in any other way ?
  • Can you adopt any safeguards to minimise the impact ?
  • Can you offer an opt-out ?

  • Identify the relevant legitimate interests.
  • Check that the processing is necessary and there is no less intrusive way to achieve the same result.
  • Perform a balancing test, and be confident that the individual’s interests do not override those legitimate interests.
  • Use individuals’ data in ways they would reasonably expect, unless you have a very good reason.

  Our interpretation : use those data to improve user experience for example.

  • Do not use people’s data in ways they would find intrusive or which could cause them harm, unless you have a very good reason.

  Our interpretation : ask yourself if this data is representing a risk for the individuals.

  • If you process children’s data, take extra care to make sure you protect their interests.
  • Consider safeguards to reduce the impact where possible.

  Our interpretation : Check if your web hosting provider is providing appropriate safeguards.

  • Consider whether you can offer an opt out.

  Our interpretation : Matomo is providing you the opt-out feature.

  • If your LIA identifies a significant privacy impact, consider whether you also need to conduct a DPIA.

  Our interpretation : A DPIA can easily be conducted by using this software from the French privacy commission.

  • Regularly review your LIA and update it when circumstances change.
  • Include information about your legitimate interests in your privacy information.

  As you see, going for “Legitimate interests” requires a lot of written documentation. Let’s see how “Consent” differ.

  What should I do if I am processing personal data with Matomo based on “Consent” ?

  As previously mentioned, using “Consent” rather than “Legitimate interests” is more technical but less intense in terms of documentation. Like for “Legitimate interests”, ICO is providing a checklist for “Consent” which is divided into 3 key categories : 1) asking for consent, 2) recording consent, and 3) managing consent.

  1. Asking for consent :
     1. Check that consent is the most appropriate lawful basis for processing.
     2. Make the request for consent prominent and separate from your terms and conditions.
     3. Ask people to positively opt in. Don’t use pre-ticked boxes or any other type of default consent.
     4. Use clear, plain language that is easy to understand.
     5. Specify why you want the data and what you are going to do with it.
     6. Give individual (‘granular’) options to consent separately to different purposes and types of processing.
     7. Name your organisation and any third party controllers who will be relying on the consent.
     8. Tell individuals they can withdraw their consent.
     9. Ensure that individuals can refuse to consent without detriment.
     10. Avoid making consent a precondition of a service.
     11. If you offer online services directly to children, only seek consent if you have age-verification measures (and parental-consent measures for younger children) in place.
  2. Recording consent :
     1. Keep a record of when and how you got consent from the individual.
     2. Keep a record of exactly what you told them at the time.
  3. Managing consent :
     1. Regularly review consents to check that the relationship, the processing and the purposes have not changed.
     2. Have processes in place to refresh consent at appropriate intervals, including any parental consent.
     3. Consider using privacy dashboards or other preference-management tools as a matter of good practice.
     4. Make it easy for individuals to withdraw their consent at any time, and publicise how to do so.
     5. Act on withdrawals of consent as soon as you can.
     6. Don’t penalise individuals who wish to withdraw consent.

     3 – Inform your visitor about it in a privacy notice

     Privacy notices are an important part within the GDPR process. Read our blog post dedicated to privacy notices to learn more.

     We really hope you enjoyed reading this blog post. Please have a look at our Matomo GDPR guide for more information.

  The post Lawful basis for processing personal data under GDPR with Matomo appeared first on Analytics Platform - Matomo.

• Meta Receives a Record GDPR Fine from The Irish Data Protection Commission

  29 mai 2023, par Erin — GDPR

  The Irish Data Protection Commission (the DPC) issued a €1.2 billion fine to Meta on May, 22nd 2023 for violating the General Data Protection Regulation (GDPR). 

  The regulator ruled that Meta was unlawfully transferring European users’ data to its US-based servers and taking no sufficient measures for ensuring users’ privacy. 

  Meta must now suspend data transfer within five months and delete EU/EEA users’ personal data that was illegally transferred across the border. Or they risk facing another round of repercussions. 

  Meta continued to transfer personal user data to the USA following an earlier ruling of The Court of Justice of the European Union (CJEU), which already address problematic EU-U.S. data flows. Meta continued those transfers on the basis of the updated Standard Contractual Clauses (“SCCs”), adopted by the European Commission in 2021. 

  The Irish regulator successfully proved that these arrangements had not sufficiently addressed the “fundamental rights and freedoms” of the European data subjects, outlined in the CJEU ruling. Meta was not doing enough to protect EU users’ data against possible surveillance and unconsented usage by US authorities or other authorised entities.

  Why European Regulators Are After The US Big Tech Firms ? 

  GDPR regulations have been a sore area of compliance for US-based big tech companies. 

  Effectively, they had to adopt a host of new measures for collecting user consent, ensuring compliant data storage and the right to request data removal for a substantial part of their user bases. 

  The wrinkle, however, is that companies like Google and Meta among others, don’t have separate data processing infrastructure for different markets. Instead, all the user data gets commingled on the companies’ servers, which are located in the US. 

  Data storage facilities’ location is an issue. In 2020, the CJEU made a historical ruling, called the invalidation of the Privacy Shield. Originally, international companies were allowed to transfer data between the EU and the US if they adhered to seven data protection principles. This arrangement was called the Privacy Shield. 

  However, the continuous investigation found that the Privacy Shield scheme was not GDPR compliant and therefore companies could no longer use it to justify cross-border data transfers.

  The invalidation of the Privacy Shield gave ground for further investigations of the big tech companies’ compliance statuses. 

  In March 2022, the Irish DPC issued the first €17 million fine to Meta for “insufficient technical and organisational measures to ensure information security of European users”. In September 2022, Meta was again hit with a €405 million fine for Instagram breaching GDPR principles. 

  2023 began with another series of rulings, with the DPC concluding that Meta had breaches of the GDPR relating to its Facebook service (€210 million fine) and breaches related to Instagram (€180 million fine). 

  Clearly, Meta already knew they weren’t doing enough for GDPR compliance and yet they refused to take privacy-focused action. 

  Is Google GDPR Compliant ?

  Google has a similar “track record” as Meta when it comes to ensuring full compliance with the GDPR. Although Google has said to provide users with more controls for managing their data privacy, the proposed solutions are just scratching the surface. 

  In the background, Google continues to leverage its ample reserves of user browsing, behavioural and device data in product development and advertising. 

  In 2022, the Irish Council for Civil Liberties (ICCL) found that Google used web users’ information in its real-time bidding ad system without their knowledge or consent. The French data regulator (CNIL), in turn, fined Google for €150 million because of poor cookie consent banners the same year. 

  Google Analytics GDPR compliance status is, however, the bigger concern.

  Neither Google Univeral Analytics (UA) nor Google Analytics 4 are GDPR compliant, following the Privacy Shield framework invalidation in 2020. 

  Fines from individual regulators in Sweden, France, Austria, Italy, Denmark, Finland and Norway ruled that Google Analytics is non-GDPR compliant and is therefore illegal to use. 

  The regulatory rulings not just affect Google, but also GA users. Because the product is in breach of European privacy laws, people using it are complacent. Privacy groups like noyb, for example, are exercising their right to sue individual websites, using Google Analytics.

  How to Stay GDPR Compliant With Website Analytics 

  To avoid any potential risk exposure, selectively investigate each website analytics provider’s data storage and management practices. 

  Inquire about the company’s data storage locations among the first things. For example, Matomo Cloud keeps all the data in the EU, while Matomo On-Premise edition gives you the option to store data in any country of your choice. 

  Secondly, ask about their process for consent tracking and subsequent data analysis. Our website analytics product is fully GDPR compliant as we have first-party cookies enabled by default, offer a convenient option of tracking out-outs, provide a data removal mechanism and practice safe data storage. In fact, Matomo was approved by the French Data Protection Authority (CNIL) as one of the few web analytics apps that can be used to collect data without tracking consent. 

  Using an in-built GDPR Manager, Matomo users can implement the right set of controls for their market and their industry. For example, you can implement extra data or IP anonymization ; disable visitor logs and profiles. 

  Thanks to our privacy-by-design architecture and native controls, users can make their Matomo analytics compliant even with the strictest privacy laws like HIPAA, CCPA, LGPD and PECR. 

  Learn more about GDPR-friendly website analytics.

  Final Thoughts

  Since the GDPR came into effect in 2018, over 1,400 fines have been given to various companies in breach of the regulations. Meta and Google have been initially lax in response to European regulatory demands. But as new fines follow and the consumer pressure mounts, Big Tech companies are forced to take more proactive measures : add opt-outs for personalised ads and introduce an alternative mechanism to third-party cookies. 

  Companies, using non-GDPR-compliant tools risk finding themselves in the crossfire of consumer angst and regulatory criticism. To operate an ethical, compliant business consider privacy-focused alternatives to Google products, especially in the area of website analytics.