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• The Only 7 Lead Generation Tools You Need in 2024

  7 mars 2024, par Erin

  If you can’t get leads, you can’t get customers. To ensure you always have a steady stream of new customers (and revenue), you need to equip yourself with lead generation tools.

  Lead gen software does the heavy lifting for you so you can focus on providing great products and great services. With it, you’ll be able to turn more strangers into customers and grow your business.

  And you don’t need a ton of tools to get the job done, either. Consolidating your tech stack to a few select tools will help you get more done in less time (and with less confusion).

  In this article, we’ll analyse the top seven lead generation tools to help you grow your business in 2024.

  Let’s dive in.

  What is a lead generation tool ?

  A lead generation tool is software you can use to turn strangers into customers. It helps you draw customers into your sales funnel by learning their contact details, like their email address or phone number.

  

  Lead generation tools are great levers you can pull to drive high-quality leads. They remove the grunt work by automating the lead generation process. 

  Whether it’s through creating lead magnets, offering conversion rate analytics, helping you create high-quality forms or automating the lead follow-up process, lead generation tools can bring in new customers to grow your business.

  The top 7 lead generation tools in 2024

  To land more leads, you need to ensure you’re leveraging the right software. With so many to choose from, here’s just a handful of the best ones available :

  

  1. Matomo : Best conversion optimisation tool

  Matomo is an open-source website analytics tool dedicated to protecting user privacy and data. Trusted on over 1 million websites, the platform offers in-depth insights into your web traffic, including conversion data.

  

  Why Matomo ? Matomo is trusted by over 1 million websites, including the United Nations and the European Commission, making it the leading choice for privacy-focused web analytics.

  It comes equipped with a suite of conversion optimisation features to help you generate more leads. You can easily analyse your target audience’s behaviour while also respecting users’ privacy.

  Standout features : In-depth visitor tracking, From Analytics, Session Recordings, A/B Testing, Heatmaps Marketing Attribution, roll-up reporting (pulling data from multiple sites), Google Analytics importing. and more.

  Integrations : Cloudflare, WooCommerce, Squarespace, Shopify, Drupal, Magento, Vue, SharePoint, WordPress, Wix, Webflow, GoDaddy, Jimdo, Joomla, Kajabi. and more.

  Pricing : Starts free for Matomo On-Premise and increases to $23/month for Matomo Cloud (which includes a free 21-day trial with no credit card required).

  Pros

  • 100% accurate data with no data sampling
  • Leading web analytics tool for respecting visitor privacy
  • Compliant with the strictest privacy laws, like the GDPR
  • No need for cookie consent banner (except in the UK and Germany)
  • Wide range of advanced features to optimise your website and increase conversions
  • Cloud hosting and on-premise options for flexibility

  Cons

  • Matomo On-Premise requires technical expertise (but for the less technical, the Cloud option works instantly)
  • On-Premise plugins are an additional cost

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

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  2. HubSpot : Best all-in-one CRM for organising leads

  HubSpot is a customer relationship management (CRM) and marketing software with over 194,000 customers worldwide. This user-friendly platform is dedicated to helping businesses of all sizes manage leads and customers.

  

  Why HubSpot ? HubSpot Marketing integrates seamlessly with the HubSpot CRM to help with everything from lead capture to conversion. The platform also features a free version — a great starting place for lead generation and management.

  Standout features : A robust set of no-code lead gen tools, like ads, forms, customisable landing pages, lead capture templates for potential customers, email campaigns, analytics dashboards and a free CRM to track leads.

  Integrations : Google Ads, WordPress, Jotform, Facebook Ads, Magento, Shopify, Weebly, WordPress, Zapier and Drupal.

  Pricing : Starts free for anyone and increases to $800/month for a professional plan.

  Pros

  • User-friendly interface
  • All-in-one lead management solution
  • Easy integration with HubSpot CRM
  • Simple analytics for beginners
  • Includes landing page tools
  • Offers email marketing tools to nurture leads

  Cons

  • Free version has limited functionality
  • Expensive jump to paid plans

  3. Leadfeeder : Best for finding warm B2B leads

  Leadfeeder is a business-to-business (B2B) marketing tool that shows B2B brands which companies are visiting their websites and gives them contact information to reach out to the right decision-makers.

  

  Why Leadfeeder ? Leadfeeder simplifies outreach for B2B organisations because it shows you what businesses are interacting with your website. Rather than trying to reach out to completely cold leads, the tool highlights brands that are already checking out your content and offerings.

  Standout features : Many account-based marketing (ABM) tools enable you to discover B2B accounts with insights into when you should contact them after they visit your site, as well as their job titles. The platform also includes a range of features that notify you and your sales team when qualified B2B leads come to your site so that you can move to capture them quickly.

  Integrations : Zoho, Google Chat, Pipedrive, Salesforce, Google Looker Studio, ActiveCampaign, HubSpot, Mailchimp, Microsoft Dynamics and Slack.

  Pricing : Starts at $139/month (includes a 14-day free trial).

  Pros

  • Easily find prospective customers
  • Track website visitors and potential customers freely
  • Simple filtering capabilities

  Cons

  • Few integrations available
  • Can be difficult to contact customer support

  4. OptinMonster : Best all-in-one lead generation form tool

  Founded in 2013, OptinMonster has over 1.2 million users worldwide. It offers a wide range of lead gen tools led by robust form tools that turn your target audience into leads.

  

  Why OptinMonster ? The platform is one of the most reputable lead generation platforms available. With nearly 100 lead capture templates, it’s highly customisable to almost any business looking to begin capturing leads with different forms.

  Standout features : 95 customisable form templates, drag-and-drop builders, onsite retargeting, segmentation, A/B testing and exit-intent popups that present forms when a user is about to leave the site.

  Integrations : Constant Contact, ConvertKit, ActiveCampaign, Salesforce Pardot, Campaign Monitor, HubSpot, Jilt, Keap and Mailchimp.

  Pricing : Starts at $16/month (no free trial offered).

  Pros

  • Easy drag-and-drop form-builder
  • Wide range of form templates
  • Customisable forms for any business
  • Simple A/B testing to help optimise form performance

  Cons

  • No free trial available
  • Growth features, like onsite retargeting, are only available on higher-tiered plans

  5. Intercom : Best live chat tool for capturing leads

  Intercom is one of the top live chat tools for helping businesses maintain solid communication with their customers. Founded in 2011, this live chat platform serves over 25,000 users around the world with a simple, sophisticated experience and seamless lead generation features.

  

  Why Intercom ? Intercom is a live chat tool first. But many people don’t know it’s also a simple lead capture tool. When people think of lead generation, they think of static or popup forms. But Intercom allows you to capture forms directly within a live chat conversation.

  Standout features : Lead generation via live chat that allows you to naturally capture potential customers’ information to turn them into a lead. The tool also comes equipped with chatbots that can automate the communication and lead gen process on autopilot.

  Integrations : Pipedrive, Typeform, Google Analytics, Zapier, Calendly, Salesforce, Stripe, Campaign Monitor, Clearbit Reveal and HubSpot.

  Pricing : Starts at $39/month (with a 21-day free trial).

  Pros

  • Live chat lead gen capture
  • Chatbot lead generation automation
  • Wide range of integrations and apps
  • User-friendly interface

  Cons

  • Fairly expensive for small businesses
  • Customer support isn’t the fastest

  6. Callingly : Best for making inbound calls with leads

  Callingly is a sophisticated call software that lets you get the most out of every inbound call you get from leads. Founded in 2019, this software company gives valuable insights into your inbound call leads, pulling information from various integrations and forms.

  

  Why Callingly ? Callingly is a robust call software that gathers lead information through forms, lead magnets, landing pages and forms. The software also has intelligent routing, which sends a call to the most relevant salesperson.

  Standout features : Advanced lead routing ensures inbound leads are directed to the most appropriate sales rep based on their unique needs and geographic location. The tool is also equipped with call tracking, analytics, lead source tracking and more to help personalise the experience for quick capture and conversion of leads.

  Integrations : ClickFunnels, Pipedrive, Salesforce, Drip, Aircall, HubSpot, Jotform, OptinMonster, Unbounce and Zapier.

  Pricing : Starts at $49/month (with a 14-day free trial).

  Pros

  • Instantly see robust caller information based on previous interactions
  • Intelligent routing places leads with the right sales reps
  • Call recordings to capture data and transfer it into your CRM
  • Voicemail and caller ID capabilities
  • Reporting and analytics for performance tracking

  Cons

  • Doesn’t include lead segmentation
  • Limited customisations
  • No email integration

  7. Notion : Best for creating informational lead magnets

  Notion is one of the most popular collaboration tools on the Internet. Founded in 2013, the platform has over 35 million users worldwide. While it’s known primarily for its advanced note-taking capabilities, Notion is also a simple tool you can use to create informational lead magnets.

  

  Why Notion ? Notion is a simple yet powerful tool you can use to create almost anything. If you want to generate more leads, then creating a free info product with Notion is a simple and effective way to do that. It enables you to create ebooks, digital courses and video courses without having to rely on expensive software.

  Standout features : Documentation tools, note-taking, collaborative documents and duplication capabilities. It’s simple to create a high-value informational product, like an ebook or course with multiple chapters.

  Integrations : Audienceful, Miro, Momentum, Slack, ChatGPT, Clockify, Desktop.com, SureTriggers, Trello and Google Drive.

  Pricing : Starts at $8/month (no free trial available).

  Pros

  • Easy to create a digital product or lead magnet
  • Leads have access with a simple link
  • Lead magnet can be updated in real time
  • AI writing assistant
  • Drag-and-drop functionality
  • User-friendly interface
  • Low-cost pricing plans

  Cons

  • No free trial available (though there is a free version)
  • Search function could use some improvement
  • Performance isn’t the fastest

  Use Matomo to generate more leads

  If you want more leads, then you need to start tracking your website’s forms.

  With Matomo, you get access to features like Form Analytics, A/B Testing, Heatmaps, and Session Recordings to help with conversion rate optimisation.

  Recently, Concrete CMS leveraged Matomo’s funnel analysis feature to improve its lead capture. The CMS was then able to identify bottlenecks in user onboarding. Matomo’s insights showed that users were getting stuck at the address input stage of the form.

  By tweaking their form, Concrete CMS tripled their leads in just a few days.

  If you want to improve your lead generation, then get started with Matomo’s 21-day free trial today. No credit card required.

  Try Matomo for Free

  21 day free trial. No credit card required.

  
  

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• 6 Crucial Benefits of Conversion Rate Optimisation

  26 février 2024, par Erin

  Whether investing time or money in marketing, you want the best return on your investment. You want to get as many customers as possible with your budget and resources.

  That’s what conversion rate optimisation (CRO) aims to do. But how does it help you achieve this major goal ? 

  This guide explores the concrete benefits of conversion rate optimisation and how they lead to more effective marketing and ROI. We’ll also introduce specific CRO best practices to help unlock these benefits.

  What is conversion rate optimisation ?

  Conversion rate optimisation (CRO) is the process of examining your website for improvements and creating tests to increase the number of visitors who take a desired action, like purchasing a product or submitting a form.

  The conversion rate is the percentage of visitors who complete a specific goal.

  

  In order to improve your conversion rate, you need to figure out :

  • Where your customers come from
  • How potential customers navigate or interact with your website
  • Where potential customers are likely to exit your site (or abandon carts)
  • What patterns drive valuable actions like sign-ups and sales

  From there, you can gradually implement changes that will drive more visitors to convert. That’s the essence of conversion rate optimisation.

  6 top benefits of conversion rate optimisation (and best practices to unlock them)

  Conversion rate optimisation can help you get more out of your campaigns without investing more. CRO helps you in these six ways :

  1. Understand your visitors (and customers) better

  The main goal of CRO is to boost conversions, but it’s more than that. In the process of improving conversion rates, you’ll also benefit by gaining deep insights into user behaviour, preferences, and needs. 

  Using web analytics, tests and behavioural analytics, CRO helps marketers shape their website to match what users need.

  Best practices for understanding your customer :

  First, analyse how visitors act with full context (the pages they view, how long they stay and more). 

  In Matomo, you can use the Users Flow report to understand how visitors navigate through your site. This will help you visualise and identify trends in the buyer’s journey.

  

  Then, you can dive deeper by defining and analysing journeys with Funnels. This shows you how many potential customers follow through each step in your defined journey and identify where you might have a leaky funnel. 

  

  In the above Funnel Report, nearly half of our visitors, just 44%, are moving forward in the buyer’s journey after landing on our scuba diving mask promotion page. With 56% of potential customers dropping off at this page, it’s a prime opportunity for optimising conversions.

  Think of Funnels as your map, and pages with high drop-off rates as valuable opportunities for improvement.

  Once you notice patterns, you can try to identify the why. Analyse the pages, do user testing and do your best to improve them.

  2. Deliver a better user experience

  A better understanding of your customers’ needs means you can deliver a better user experience.

  

  For example, if you notice many people spend more time than expected on a particular step in the sign-up process, you can work to streamline it.

  Best practices for improving your user experience : 

  To do this, you need to come up with testable hypotheses. Start by using Heatmaps and Session Recordings to visualise the user experience and understand where visitors are hesitating, experiencing points of frustration, and exiting. 

  You need to outline what drives certain patterns in behaviour — like cart abandonment for specific products, and what you think can fix them.

  

  Let’s look at an example. In the screenshot above, we used Matomo’s Heatmap feature to analyse user behaviour on our website. 

  Only 65% of visitors scroll down far enough to encounter our main call to action to “Write a Review.” This insight suggests a potential opportunity for optimisation, where we can focus efforts on encouraging more users to engage with this key element on our site.

  Once you’ve identified an area of improvement, you need to test the results of your proposed solution to the problem. The most common way to do this is with an A/B test. 

  This is a test where you create a new version of the problematic page, trying different titles, comparing long, and short copy, adding or removing images, testing variations of call-to-action buttons and more. Then, you compare the results — the conversion rate — against the original. With Matomo’s A/B Testing feature, you can easily split traffic between the original and one or more variations.

  

  In the example above from Matomo, we can see that testing different header sizes on a page revealed that the wider header led to a higher conversion rate of 47%, compared to the original rate of 35% and the smaller header’s 36%.

  Matomo’s report also analyses the “statistical significance” of the difference in results. Essentially, this is the likelihood that the difference comes from the changes you made in the variation. With a small sample size, random patterns (like one page receiving more organic search visits) can cause the differences.

  If you see a significant change over a larger sample size, you can be fairly certain that the difference is meaningful. And that’s exactly what a high statistical significance rating indicates in Matomo. 

  Once a winner is identified, you can apply the change and start a new experiment. 

  3. Create a culture of data-driven decision-making

  Marketers can no longer afford to rely on guesswork or gamble away budgets and resources. In our digital age, you must use data to get ahead of the competition. In 2021, 65% of business leaders agreed that decisions were getting more complex.

  CRO is a great way to start a company-wide focus on data-driven decision-making. 

  Best practices to start a data-driven culture :
  

  Don’t only test “hunches” or “best practices” — look at the data. Figure out the patterns that highlight how different types of visitors interact with your site.

  Try to answer these questions :

  • How do our most valuable customers interact with our site before purchasing ?
  • How do potential customers who abandon their carts act ?
  • Where do our most valuable customers come from ?

  Moreover, it’s key to democratise insights by providing multiple team members access to information, fostering informed decision-making company-wide.

  4. Lower your acquisition costs and get higher ROI from all marketing efforts

  Once you make meaningful optimisations, CRO can help you lower customer acquisition costs (CAC). Getting new customers through advertising will be cheaper.

  As a result, you’ll get a better return on investment (ROI) on all your campaigns. Every ad and dollar invested will get you closer to a new customer than before. That’s the bottom line of CRO.

  Best practices to lower your CAC (customer acquisition costs) through CRO adjustments :

  The easiest way to lower acquisition costs is to understand where your customers come from. Use marketing attribution to track the results of your campaigns, revealing how each touchpoint contributes to conversions and revenue over time, beyond just last-click attribution.

  You can then compare the number of conversions to the marketing costs of each channel, to get a channel-specific breakdown of CAC.

  This performance overview can help you quickly prioritise the best value channels and ads, lowering your CAC. But these are only surface-level insights. 

  You can also further lower CAC by optimising the pages these campaigns send visitors to. Start with a deep dive into your landing pages using features like Matomo’s Session Recordings or Heatmaps.

  They can help you identify issues with an unengaging user experience or content. Using these insights, you can create A/B tests, where you implement a new page that replaces problematic headlines, buttons, copy, or visuals.

  

  When a test shows a statistically significant improvement in conversion rates, implement the new version. Repeat this over time, and you can increase your conversion rates significantly, getting more customers with the same spend. This will reduce your customer acquisition costs, and help your company grow faster without increasing your ad budget.

  5. Improve your average order value (AOV) and customer lifetime value (CLV)

  CRO isn’t only about increasing the number of customers you convert. If you adapt your approach, you can also use it to increase the revenue from each customer you bring in. 

  But you can’t do that by only tracking conversion rates, you also need to track exactly what your customers buy.

  If you only blindly optimise for CAC, you even risk lowering your CLV and the overall profitability of your campaigns. (For example, if you focus on Facebook Ads with a $6 CAC, but an average CLV of $50, over Google Ads with a $12 CAC, but a $100 CLV.)

  Best practices to track and improve CLV :

  First, integrate your analytics platform with your e-commerce (B2C) or your CRM (B2B). This will help you get a more holistic view of your customers. You don’t want the data to stop at “converted.” You want to be able to dive deep into the patterns of high-value customers.

  The sales report in Matomo’s ecommerce analytics makes it easy to break down average order value by channels, campaigns, and specific ads.

  

  In the report above, we can see that search engines drive customers who spend significantly more, on average, than social networks — $241 vs. $184. But social networks drive a higher volume of customers and more revenue.

  To figure out which channel to focus on, you need to see how the CAC compares to the AOV (or CLV for B2B customers). Let’s say the CAC of social networks is $50, while the search engine CAC is $65. Search engine customers are more profitable — $176 vs. $134. So you may want to adjust some more budget to that channel.

  To put it simply :

  Profit per customer = AOV (or CLV) – CAC

  Example :

  • Profit per customer for social networks = $184 – $50 = $134
  • Profit per customer for search engines = $241 – $65 = $176

  You can also try to A/B test changes that may increase the AOV, like creating a product bundle and recommending it on specific sales pages.

  An improvement in CLV will make your campaigns more profitable, and help stretch your advertising budget even further.

  6. Improve your content and SEO rankings

  A valuable side-effect of focusing on CRO metrics and analyses is that it can boost your SEO rankings. 

  How ? 

  CRO helps you improve the user experience of your website. That’s a key signal Google (and other search engines) care about when ranking webpages. 

  

  For example, Google’s algorithm considers “dwell time,” AKA how long a user stays on your page. If many users quickly return to the results page and click another result, that’s a bad sign. But if most people stay on your site for a while (or don’t return to Google at all), Google thinks your page gives the user their answer.

  As a result, Google will improve your website’s ranking in the search results.

  Best practices to make the most of CRO when it comes to SEO :

  Use A/B Testing, Heatmaps, and Session Recordings to run experiments and understand user behaviour. Test changes to headlines, page layout, imagery and more to see how it impacts the user experience. You can even experiment with completely changing the content on a page, like substituting an introduction.

  Bring your CRO-testing mindset to important pages that aren’t ranking well to improve metrics like dwell time.

  Start optimising your conversion rate today

  As you’ve seen, enjoying the benefits of CRO heavily relies on the data from a reliable web analytics solution. 

  But in an increasingly privacy-conscious world (just look at the timeline of GDPR updates and fines), you must tread carefully. One of the dilemmas that marketing managers face today is whether to prioritise data quality or privacy (and regulations).

  With Matomo, you don’t have to choose. Matomo values both data quality and privacy, adhering to stringent privacy laws like GDPR and CCPA.

  Unlike other web analytics, Matomo doesn’t sample data or use AI and machine learning to fill data gaps. Plus, you can track without annoying visitors with a cookie consent banner – so you capture 100% of traffic while respecting user privacy (excluding in Germany and UK).

  And as you’ve already seen above, you’ll still get plenty of reports and insights to drive your CRO efforts. With User Flows, Funnels, Session Recordings, Form Analytics, and Heatmaps, you can immediately find insights to improve your bottom line.

  And our built-in A/B testing feature will help you test your hypotheses and drive reliable progress. If you’re ready to reliably optimise conversion rates (with accuracy and without privacy concerns), try Matomo for free for 21 days. No credit card required.

  Try Matomo for Free

  21 day free trial. No credit card required.

  
  

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• Attribution Tracking (What It Is and How It Works)

  23 février 2024, par Erin

  Facebook, TikTok, Google, email, display ads — which one is best to grow your business ? There’s one proven way to figure it out : attribution tracking.

  Marketing attribution allows you to see which channels are producing the best results for your marketing campaigns.

  In this guide, we’ll show you what attribution tracking is, why it’s important and how you can leverage it to accelerate your marketing success.

  What is attribution tracking ?

  By 2026, the global digital marketing industry is projected to reach $786.2 billion.

  With nearly three-quarters of a trillion U.S. dollars being poured into digital marketing every year, there’s no doubt it dominates traditional marketing.

  The question is, though, how do you know which digital channels to use ?

  By measuring your marketing efforts with attribution tracking.

  

  So, what is attribution tracking ?

  Attribution tracking is where you use software to keep track of different channels and campaign efforts to determine which channel you should attribute conversion to.

  In other words, you can (and should) use attribution tracking to analyse which channels are pushing the needle and which ones aren’t.

  By tracking your marketing efforts, you’ll be able to accurately measure the scale of impact each of your channels, campaigns and touchpoints have on a customer’s purchasing decision.

  If you don’t track your attribution, you’ll end up blindly pouring time, money, and effort into activities that may or may not be helpful.

  Attribution tracking simply gives you insight into what you’re doing right as a marketer — and what you’re doing wrong.

  By understanding which efforts and channels are driving conversions and revenue, you’ll be able to properly allocate resources toward winning channels to double down on growth.

  Matomo lets you track attribution across various channels. Whether you’re looking to track your conversions through organic, referral websites, campaigns, direct traffic, or social media, you can see all your conversions in one place.

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

  No credit card required

  Why attribution tracking is important

  Attribution tracking is crucial to succeed with your marketing since it shows you your most valuable channels.

  It takes the guesswork out of your efforts.

  You don’t need to scratch your head wondering what made your campaigns a success (or a failure).

  While most tools show you last click attribution by default, using attribution tracking, or marketing attribution, you can track revenue and conversions for each touchpoint.

  For example, a Facebook ad might have no led to a conversion immediately. But, maybe the visitor returned to your website two weeks later through your email campaign. Attribution tracking will give credit over longer periods of time to see the bigger picture of how your marketing channels are impacting your overall performance.

  Here are five reasons you need to be using attribution tracking in your business today :

  

  1. Measure channel performance

  The most obvious way attribution tracking helps is to show you how well each channel performs.

  When you’re using a variety of marketing channels to reach your audience, you have to know what’s actually doing well (and what’s not).

  This means having clarity on the performance of your :

  • Emails
  • Google Ads
  • Facebook Ads
  • Social media marketing
  • Search engine optimisation (SEO)
  • And more

  Attribution tracking allows you to measure each channel’s ROI and identify how much each channel impacted your campaigns.

  It gives you a more accurate picture of the performance of each channel and each campaign.

  With it, you can easily break down your channels by how much they drove sales, conversions, signups, or other actions.

  With this information, you can then understand where to further allocate your resources to fuel growth.

  2. See campaign performance over longer periods of time

  When you start tracking your channel performance with attribution tracking, you’ll gain new insights into how well your channels and campaigns are performing.

  The best part — you don’t just get to see recent performance.

  You get to track your campaign results over weeks or months.

  For example, if someone found you through Google by searching a question that your blog had an answer to, but they didn’t convert, your traditional tracking strategy would discount SEO.

  But, if that same person clicked a TikTok ad you placed three weeks later, came back, and converted — SEO would receive some attribution on the conversion.

  Using an attribution tracking tool like Matomo can help paint a holistic view of how your marketing is really doing from channel to channel over the long run.

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

  No credit card required

  3. Increase revenue

  Attribution tracking has one incredible benefit for marketers : optimised marketing spend.

  When you begin looking at how well your campaigns and your channels are performing, you’ll start to see what’s working.

  Attribution tracking gives you clarity into the performance of campaigns since it’s not just looking at the first time someone clicks through to your site. It’s looking at every touchpoint a customer made along the way to a conversion.

  By understanding what channels are most effective, you can pour more resources like time, money and labour into those effective channels.

  By doubling down on the winning channels, you’ll be able to grow like never before.

  Rather than trying to “diversify” your marketing efforts, lean into what’s working.

  This is one of the key strategies of an effective marketer to maximise your campaign returns and experience long-term success in terms of revenue.

  4. Improve profit margins

  The final benefit to attribution tracking is simple : you’ll earn more profit.

  Think about it this way : let’s say you’re putting 50% of your marketing spend into Facebook ads and 50% of your spend into email marketing.

  You do this for one year, allocating $500,000 to Facebook and $500,000 to email.

  Then, you start tracking attribution.

  You find that your Facebook ads are generating $900,000 in revenue. 

  That’s a 1,800% return on your investment.

  Not bad, right ?

  Well, after tracking your attribution, you see what your email revenue is.

  In the past year, you generated $1.7 million in email revenue.

  That’s a 3,400% return on your investment (close to the average return of email marketing across all industries).

  In this scenario, you can see that you’re getting nearly twice as much of a return on your marketing spend with email.

  So, the following year, you decide to go for a 75/25 split.

  Instead of putting $500,000 into both email and Facebook ads and email, you put $750,000 into email and $250,000 into Facebook ads.

  You’re still diversifying, but you’re doubling down on what’s working best.

  The result is that you’ll be able to get more revenue by investing the same amount of money, leaving you with higher profit margins.

  Different types of marketing attribution tracking

  There are several types of attribution tracking models in marketing.

  Depending on your goals, your business and your preferred method, there are a variety of types of attribution tracking you can use.

  Here are the six main types of attribution tracking :

  

  1. Last interaction

  Last interaction attribution model is also called “last touch.”

  It’s one of the most common types of attribution. The way it works is to give 100% of the credit to the final channel a customer interacted with before they converted into a customer.

  This could be through a paid ad, direct traffic, or organic search.

  One potential drawback of last interaction is that it doesn’t factor in other channels that may have assisted in the conversion. However, this model can work really well depending on the business.

  2. First interaction

  This is the opposite of the previous model.

  First interaction, or “first touch,” is all about the first interaction a customer has with your brand.

  It gives 100% of the credit to the channel (i.e. a link clicked from a social media post). And it doesn’t report or attribute anything else to another channel that someone may have interacted with in your marketing mix.

  For example, it won’t attribute the conversion or revenue if the visitor then clicked on an Instagram ad and converted. All credit would be given to the first touch which in this case would be the social media post. 

  The first interaction is a good model to use at the top of your funnel to help establish which channels are bringing leads in from outside your audience.

  3. Last non-direct

  Another model is called the last non-direct attribution model. 

  This model seeks to exclude direct traffic and assigns 100% credit for a conversion to the final channel a customer interacted with before becoming a customer, excluding clicks from direct traffic.

  For instance, if someone first comes to your website from an emai campaignl, and then, a week later, directly visits and buys a product, the email campaign gets all the credit for the sale.

  This attribution model tells a bit more about the whole sales process, shedding some more light on what other channels may have influenced the purchase decision.

  4. Linear

  Another common attribution model is linear.

  This model distributes completely equal credit across every single touchpoint (that’s tracked). 

  Imagine someone comes to your website in different ways : first, they find it through a Google search, then they click a link in an email from your campaign the next day, followed by visiting from a Facebook post a few days later, and finally, a week later, they come from a TikTok ad. 

  Here’s how the attribution is divided among these sources :

  • 25% Organic
  • 25% Email
  • 25% Facebook
  • 25% TikTok ad

  This attirubtion model provides a balanced perspective on the contribution of various sources to a user’s journey on your website.

  5. Position-based

  Position-based attribution is when you give 40% credit to both the first and last touchpoints and 20% credit is spread between the touchpoints in between.

  This model is preferred if you want to identify the initial touchpoint that kickstarted a conversion journey and the final touchpoint that sealed the deal.

  The downside is that you don’t gain much insight into the middle of the customer journey, which can make it hard to make effective decisions.

  For example, someone may have been interacting with your email newsletter for seven weeks, which allowed them to be nurtured and build a relationship with you.

  But that relationship and trust-building effort will be overlooked by the blog post that brought them in and the social media ad that eventually converted them.

  6. Time decay

  The final attribution model is called time decay attribution.

  This is all about giving credit based on the timing of the interactions someone had with your brand.

  For example, the touchpoints that just preceded the sale get the highest score, while the first touchpoints get the lowest score.

  For example, let’s use that scenario from above with the linear model :

  • 25% SEO
  • 25% Email
  • 25% Facebook ad
  • 25% Organic TikTok

  But, instead of splitting credit by 25% to each channel, you weigh the ones closer to the sale with more credit.

  Instead, time decay may look at these same channels like this :

  • 5% SEO (6 weeks ago)
  • 20% Email (3 weeks ago)
  • 30% Facebook ad (1 week ago)
  • 45% Organic TikTok (2 days ago)

  One downside is that it underestimates brand awareness campaigns. And, if you have longer sales cycles, it also isn’t the most accurate, as mid-stage nurturing and relationship building are underlooked. 

  Leverage Matomo : A marketing attribution tool

  Attribution tracking is a crucial part of leading an effective marketing strategy.

  But it’s impossible to do this without the right tools.

  A marketing attribution tool can give you insights into your best-performing channels automatically. 

  

  One of the best marketing attribution tools available is Matomo, a web analytics tool that helps you understand what’s going on with your website and different channels in one easy-to-use dashboard.

  With Matomo, you get marketing attribution as a plug-in or within Matomo On-Premise or for free in Matomo Cloud.

  The best part is it’s all done with crystal-clear data. Matomo gives you 100% accurate data since it doesn’t use data sampling on any plans like Google Analytics.

  To start tracking attribution today, try Matomo’s 21-day free trial. No credit card required.

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