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• 5-Step Conversion Rate Optimisation Checklist

  27 octobre 2023, par Erin

  Did you know the average conversion rate across e-commerce businesses in August 2023 was 2.03% ? In the past year, conversion rates have increased by 0.39%.

  Make no mistake. Just because conversion rates are higher this year doesn’t make it any easier to convert visitors.

  Cracking the secrets to improving conversion rates is crucial to running a successful website or business.

  Your site is the digital headquarters all of your marketing efforts funnel toward. With every visitor comes an opportunity to convert them into a lead (or sale).

  Keep reading if you want to improve your lead generation or convert more visitors into customers. In this article, we’ll break down a simple five-step conversion rate optimisation checklist you need to follow to maximise your conversions.

  What is conversion rate optimisation ?

  Before we dive into the steps you need to follow to optimise your conversions, let’s back up and talk conversion rate optimisation.

  

  Conversion rate optimisation, or CRO for short, is the process of increasing the number of website visitors who take a specific action. 

  In most cases, this means :

  • Turning more visitors into leads by getting them to join an email list
  • Convincing a visitor to fill out a contact form for a consultation
  • Converting a visitor into a paying customer by purchasing a product

  However, conversion rate optimisation can be used for any action you want someone to take on your site. That could be downloading a free guide, clicking on a specific link, commenting on a blog post or sharing your website with a friend.

  Why following a CRO checklist is important

  Conversion rate optimisation is both a valuable practice and an absolute necessity for any business or marketer. While it can be a bit complex, especially when you start diving into A/B testing, there are a variety of advantages :

  Get the most out of your efforts

  When all is said and done, if you can’t convert the traffic already coming to your site, dumping a ton of time and resources into traffic generation (whether paid or organic) won’t solve your problem.

  Instead, you need to look at the root of the problem : your conversion rate.

  By doubling down on conversions and following a conversion rate optimisation checklist, you’ll get the greatest result for the effort you’re already putting into your site.

  Increase audience size

  To increase your audience size, you need to increase your traffic, right ? Not exactly.

  While your audience may be considered people who have seen your content or follow you on social media, a high-value audience is one you can market to directly on an ongoing basis.

  Your website gives you the playground to convert visitors into high-value audience members. This is done by creating conversion-focused email signup forms and optimising your website for sale conversions.

  Generate more sales

  Boosting sales through CRO is the core objective. By optimising product pages, simplifying the checkout process, and employing persuasive strategies, you can systematically increase your sales and maximise the value of your existing traffic.

  Reduce customer acquisition costs (CAC)

  With conversion optimisation, you can convert a higher percentage of your website visitors into paid customers. Even if you don’t spend more on acquiring new customers, you’ll be able to generate more sales overall. 

  The result is that your customer acquisition costs will drop, allowing you to increase your total acquisitions to your customer base.

  Improve profitability

  While reduced customer acquisition costs mean you can pour more money into customer acquisition at a cheaper rate, you could simply maintain your costs while driving sales, resulting in increased profitability.

  If you can spend the same amount on acquisition but bring in 20% more customers (due to using a CRO checklist), your profit margins will automatically increase.

  5-step CRO checklist

  To double down on conversion rate optimisation, you need to follow a checklist to ensure you don’t miss any major optimisation opportunities.

  The checklist below is designed to help you systematically optimise your website, ensuring you make the most of your traffic by continuously refining its performance.

  1. Forms

  Analysing and optimising your website’s forms is crucial for enhancing conversion rates. Understanding how visitors interact with your forms can uncover pain points and help you streamline the conversion process.

  Ever wonder where your visitors drop off on your forms ? It could be due to lengthy, time-consuming fields or overly complex forms, leading to a frustrating user experience and lower conversion rate. Whatever the reason, you need the right tools to uncover the root of the issue.

  By leveraging Form Analytics, you gain powerful insights into user behaviour and can identify areas where people may encounter difficulties.

  Form Analytics provides the insights to discover :

  • Average time spent on each field : This metric helps you understand where users may be struggling or spending too much time. By optimising these fields, you can streamline the form, reduce user frustration and increase conversions.
  • Identifying drop-off points : Understanding where users drop off provides insights into which form fields may need improvement. Addressing these drop-off points can increase the conversion rate.
  • Unneeded fields with a high blank submission rate : Discovering fields left blank upon submission can highlight areas for simplification. By eliminating unnecessary fields, you can create more concise and user-friendly forms that may entice more visitors to engage with the form.

  

  Hear first-hand how Concrete CMS achieve 3x more leads with insights from Form Analytics. 

  These data-driven insights empower you to optimise your forms, remove guesswork and settle debates about form design. By fine-tuning and streamlining your forms, you can ensure a smoother path to conversion and maximise your success in converting more visitors.

  Try Matomo for Free

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  2. Copywriting

  Another crucial element you need to test is your copywriting. Your copywriting is the foundation of your entire website. It helps communicate to your audience what you have to offer and why they need to take action.

  You need to ensure you have a good offer. This isn’t just the product or service you’re putting out there. It’s the complete package. It includes the product, rewards, a unique guarantee, customer service, packaging and promotions.

  Start testing your copy with your headlines. Look at the headers and test different phrases to convert more potential customers into paying customers.

  Here are a few tips to optimise your copy for more conversions :

  • Ensure copy is relevant to your headline and vice versa.
  • Write short words, short sentences and short paragraphs.
  • Use bullets and subheaders to make the copy easy to skim.
  • Don’t focus too heavily on optimising for search engines (SEO). Instead, write for humans.
  • Focus on writing about benefits, not features.
  • Write about how your offer solves the pain points of your audience.

  You can test your copy in several areas once you’ve begun testing your headers – your subheaders, body copy, signup forms and product pages (if you’re e-commerce).

  3. Media : videos and audio

  Next, testing out different media types is crucial. This means incorporating videos and audio into your content.

  Don’t just take a random guess by throwing stuff against the wall, hoping it sticks. Instead, you should use data to develop impactful content.

  Look at your Media Analytics reports in your website analytics solution and see what media people spend the most time on. See what kind of video or audio content already impacts conversions.

  

  Humans are highly visual. You should craft your content so it’s easy to digest. Instead of covering your website in huge chunks of text, split up your copy with engaging content like videos.

  High-quality videos and audio recordings allow your readers to consume more of your content easily, and help persuade them to take action on your site.

  4. Calls to action (CTA)

  This brings us to our next point : your call to action (CTA).

  Are you trying to convert more prospects into leads ? Want to turn more leads into customers ? Trying to get more email subscribers ? Or do you want to generate more sales every month ?

  You could write the most compelling offer flooded with beautiful images, videos and CRO tactics. But your efforts will go to waste if you don’t include a compelling CTA.

  

  Here are a few tips to optimise your CTAs :

  • Keep them congruent on a single web page (e.g., don’t sell a hat and a sweater on the same page, as it can be confusing).
  • Place at least one CTA above the fold on your web pages.
  • Include benefits in your CTA. Rather than “Buy Now,” try “Buy Now to Get 30% Off.”
  • It’s better to be clear and concise than too fancy and unique.

  Optimising your call to action isn’t just about your copywriting. It’s also about design. Test different fonts, sizes, and visual elements like borders, icons and background colours.

  5. Web design

  Your site design will impact how well your visitors convert. You could have incredible copywriting, but if your site is laid out poorly, it will drive people away.

  You must ensure your copy and visual content fit your website design well.

  The first place you need to start with your site is your homepage design.

  Your site design consists of the theme or template, colour scheme and other visual elements that can be optimised to improve conversions.

  Here are a few tips to keep in mind when optimising your website design :

  • Use a colour scheme that’s pleasant rather than too distracting or extreme.
  • Ensure your design doesn’t remove the text’s clarity but makes it easier to read.
  • When in doubt, start with black text on a white background (the opposite rarely works).
  • Keep plenty of whitespace in between design elements.
  • When in doubt about font size, start by testing a larger size.
  • Design mobile-first rather than desktop-first.

  Finally, it’s critical to ensure your website is easy to navigate. Good design is all about the user experience. Is it easy to find what they’re looking for ? Simplify steps to reduce the need to click, and your conversions will increase.

  Start optimising your website for conversions

  If you’re looking to get the most out of the traffic on your site by converting more visitors into leads or customers, following this 5-step CRO checklist will help you take steps in the right direction.

  Just remember conversion rate optimisation is an ongoing process. It’s not a one-time deal. To succeed, you need to test quickly, analyse the impact and do more of what’s working and less of what’s not.

  To optimise your website for better conversion rates, you need the right tools that provide accurate data and insights to effectively increase conversions. With Matomo, you gain access to web analytics and CRO features like Form Analytics and Media Analytics, designed to enhance your conversion rate optimisation efforts. 

  Try Matomo free for 21 days and take your conversion rate to the next level. No credit card required.

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• ffmpeg blend to exclude the top videos background

  2 février 2016, par user2995705

  I want to blend two videos, the top video named "top.mp4" was combined with some PNG files,but the combined video’s background was black ? why ?

  then i try to overlay the top.mp4 on another video (named bottom.mp4,was capture by android camera with QUALITY_480P)

  but when I use Overlay filter i find the top.mp4 was not transparent and have a black background on the result.mp4.

  I try to use blend filter to combine top.mp4 and bottom.mp4 to exclude the top.mp4’s black background , but i don’t know how to use the blend filter.

  here is my question :
  1.is it possible to combine PNG files to a video and the video has transparent background ? and then just use overlay filter,the result.mp4 will not have a black mask under the top.mp4 ?

  2.if 1 is impossible, how to blend top.mp4 and bottom.mp4 to exclude the black background of top.mp4

  my all output log

  02-02 19:34:04.300 7979-18573/com.demo D/LLLLLLLLLL: /data/data/com.demo/app_bin/ffmpeg -i /storage/sdcard0/baishiMagic/magic/waterfall/waterfall/waterfall_%04d.png -r 25 -vcodec copy -preset ultrafast -y /storage/sdcard0/baishiMagic/temp/anim1.mov 
  
  02-02 19:34:04.345 7979-18576/com.demo D/LLLLLLLLLL: ffmpeg version n2.4.2 Copyright (c) 2000-2014 the FFmpeg developers
  
  02-02 19:34:04.345 7979-18576/com.demo D/LLLLLLLLLL:   built on Oct  7 2014 15:05:17 with gcc 4.8 (GCC)
  
  02-02 19:34:04.345 7979-18576/com.demo D/LLLLLLLLLL:   configuration: --target-os=linux --cross-prefix=/home/sb/Source-Code/ffmpeg-android/toolchain-android/bin/arm-linux-androideabi- --arch=arm --cpu=cortex-a8 --enable-runtime-cpudetect --sysroot=/home/sb/Source-Code/ffmpeg-android/toolchain-android/sysroot --enable-pic --enable-libx264 --enable-libass --enable-libfreetype --enable-libfribidi --enable-fontconfig --enable-pthreads --disable-debug --disable-ffserver --enable-version3 --enable-hardcoded-tables --disable-ffplay --disable-ffprobe --enable-gpl --enable-yasm --disable-doc --disable-shared --enable-static --pkg-config=/home/sb/Source-Code/ffmpeg-android/ffmpeg-pkg-config --prefix=/home/sb/Source-Code/ffmpeg-android/build/armeabi-v7a --extra-cflags='-I/home/sb/Source-Code/ffmpeg-android/toolchain-android/include -U_FORTIFY_SOURCE -D_FORTIFY_SOURCE=2 -fno-strict-overflow -fstack-protector-all' --extra-ldflags='-L/home/sb/Source-Code/ffmpeg-android/toolchain-android/lib -Wl,-z,relro -Wl,-z,now -pie' --extra-libs='-lpng -lexpat -lm' --extra-cxxflags=
  
  02-02 19:34:04.345 7979-18576/com.demo D/LLLLLLLLLL:   libavutil      54.  7.100 / 54.  7.100
  
  02-02 19:34:04.345 7979-18576/com.demo D/LLLLLLLLLL:   libavcodec     56.  1.100 / 56.  1.100
  
  02-02 19:34:04.345 7979-18576/com.demo D/LLLLLLLLLL:   libavformat    56.  4.101 / 56.  4.101
  
  02-02 19:34:04.345 7979-18576/com.demo D/LLLLLLLLLL:   libavdevice    56.  0.100 / 56.  0.100
  
  02-02 19:34:04.345 7979-18576/com.demo D/LLLLLLLLLL:   libavfilter     5.  1.100 /  5.  1.100
  
  02-02 19:34:04.345 7979-18576/com.demo D/LLLLLLLLLL:   libswscale      3.  0.100 /  3.  0.100
  
  02-02 19:34:04.345 7979-18576/com.demo D/LLLLLLLLLL:   libswresample   1.  1.100 /  1.  1.100
  
  02-02 19:34:04.345 7979-18576/com.demo D/LLLLLLLLLL:   libpostproc    53.  0.100 / 53.  0.100
  
  02-02 19:34:04.460 7979-18576/com.demo D/LLLLLLLLLL: Input #0, image2, from '/storage/sdcard0/baishiMagic/magic/waterfall/waterfall/waterfall_%04d.png':
  
  02-02 19:34:04.460 7979-18576/com.demo D/LLLLLLLLLL:   Duration: 00:00:08.00, start: 0.000000, bitrate: N/A
  
  02-02 19:34:04.460 7979-18576/com.demo D/LLLLLLLLLL:     Stream #0:0: Video: png, rgba, 480x640 [SAR 3779:3779 DAR 3:4], 25 fps, 25 tbr, 25 tbn, 25 tbc
  
  02-02 19:34:04.470 7979-18576/com.demo D/LLLLLLLLLL: Output #0, mov, to '/storage/sdcard0/baishiMagic/temp/anim1.mov':
  
  02-02 19:34:04.470 7979-18576/com.demo D/LLLLLLLLLL:   Metadata:
  
  02-02 19:34:04.470 7979-18576/com.demo D/LLLLLLLLLL:     encoder         : Lavf56.4.101
  
  02-02 19:34:04.470 7979-18576/com.demo D/LLLLLLLLLL:     Stream #0:0: Video: png (png  / 0x20676E70), rgba, 480x640 [SAR 3779:3779 DAR 3:4], q=2-31, 25 fps, 12800 tbn, 25 tbc
  
  02-02 19:34:04.470 7979-18576/com.demo D/LLLLLLLLLL: Stream mapping:
  
  02-02 19:34:04.470 7979-18576/com.demo D/LLLLLLLLLL:   Stream #0:0 -> #0:0 (copy)
  
  02-02 19:34:04.470 7979-18576/com.demo D/LLLLLLLLLL: Press [q] to stop, [?] for help
  
  02-02 19:34:05.565 7979-18576/com.demo D/LLLLLLLLLL: frame=   46 fps=0.0 q=-1.0 size=   12339kB time=00:00:01.84 bitrate=54936.1kbits/s    
  
  02-02 19:34:06.070 7979-18576/com.demo D/LLLLLLLLLL: frame=   59 fps= 56 q=-1.0 size=   22617kB time=00:00:02.36 bitrate=78509.1kbits/s    
  
  02-02 19:34:06.580 7979-18576/com.demo D/LLLLLLLLLL: frame=   71 fps= 45 q=-1.0 size=   32451kB time=00:00:02.84 bitrate=93605.9kbits/s    
  
  02-02 19:34:07.095 7979-18576/com.demo D/LLLLLLLLLL: frame=   88 fps= 42 q=-1.0 size=   42163kB time=00:00:03.52 bitrate=98124.1kbits/s    
  
  02-02 19:34:07.610 7979-18576/com.demo D/LLLLLLLLLL: frame=  109 fps= 42 q=-1.0 size=   52919kB time=00:00:04.36 bitrate=99428.7kbits/s    
  
  02-02 19:34:08.095 7979-18576/com.demo D/LLLLLLLLLL: frame=  128 fps= 41 q=-1.0 size=   64222kB time=00:00:05.12 bitrate=102755.2kbits/s    
  
  02-02 19:34:08.270 7979-18576/com.demo D/LLLLLLLLLL: frame=  160 fps= 44 q=-1.0 size=   74397kB time=00:00:06.40 bitrate=95227.6kbits/s    
  
  02-02 19:34:08.270 7979-18576/com.demo D/LLLLLLLLLL: frame=  200 fps= 53 q=-1.0 Lsize=   77598kB time=00:00:08.00 bitrate=79460.4kbits/s    
  
  02-02 19:34:08.270 7979-18576/com.demo D/LLLLLLLLLL: video:77596kB audio:0kB subtitle:0kB other streams:0kB global headers:0kB muxing overhead: 0.002606%
  
  02-02 19:34:08.270 7979-18573/com.demo D/LLLLLLLLLL: 图片合成,exitValue=0
  
  02-02 19:34:08.295 7979-18573/com.demo D/LLLLLLLLLL: /data/data/com.demo/app_bin/ffmpeg -i /storage/sdcard0/baishiMagic/magic/waterfall/fish_isolate/fish_%04d.png -r 25 -vcodec copy -preset ultrafast -y /storage/sdcard0/baishiMagic/temp/anim2.mov 
  
  02-02 19:34:08.325 7979-18674/com.demo D/LLLLLLLLLL: ffmpeg version n2.4.2 Copyright (c) 2000-2014 the FFmpeg developers
  
  02-02 19:34:08.325 7979-18674/com.demo D/LLLLLLLLLL:   built on Oct  7 2014 15:05:17 with gcc 4.8 (GCC)
  
  02-02 19:34:08.325 7979-18674/com.demo D/LLLLLLLLLL:   configuration: --target-os=linux --cross-prefix=/home/sb/Source-Code/ffmpeg-android/toolchain-android/bin/arm-linux-androideabi- --arch=arm --cpu=cortex-a8 --enable-runtime-cpudetect --sysroot=/home/sb/Source-Code/ffmpeg-android/toolchain-android/sysroot --enable-pic --enable-libx264 --enable-libass --enable-libfreetype --enable-libfribidi --enable-fontconfig --enable-pthreads --disable-debug --disable-ffserver --enable-version3 --enable-hardcoded-tables --disable-ffplay --disable-ffprobe --enable-gpl --enable-yasm --disable-doc --disable-shared --enable-static --pkg-config=/home/sb/Source-Code/ffmpeg-android/ffmpeg-pkg-config --prefix=/home/sb/Source-Code/ffmpeg-android/build/armeabi-v7a --extra-cflags='-I/home/sb/Source-Code/ffmpeg-android/toolchain-android/include -U_FORTIFY_SOURCE -D_FORTIFY_SOURCE=2 -fno-strict-overflow -fstack-protector-all' --extra-ldflags='-L/home/sb/Source-Code/ffmpeg-android/toolchain-android/lib -Wl,-z,relro -Wl,-z,now -pie' --extra-libs='-lpng -lexpat -lm' --extra-cxxflags=
  
  02-02 19:34:08.325 7979-18674/com.demo D/LLLLLLLLLL:   libavutil      54.  7.100 / 54.  7.100
  
  02-02 19:34:08.325 7979-18674/com.demo D/LLLLLLLLLL:   libavcodec     56.  1.100 / 56.  1.100
  
  02-02 19:34:08.325 7979-18674/com.demo D/LLLLLLLLLL:   libavformat    56.  4.101 / 56.  4.101
  
  02-02 19:34:08.325 7979-18674/com.demo D/LLLLLLLLLL:   libavdevice    56.  0.100 / 56.  0.100
  
  02-02 19:34:08.325 7979-18674/com.demo D/LLLLLLLLLL:   libavfilter     5.  1.100 /  5.  1.100
  
  02-02 19:34:08.325 7979-18674/com.demo D/LLLLLLLLLL:   libswscale      3.  0.100 /  3.  0.100
  
  02-02 19:34:08.325 7979-18674/com.demo D/LLLLLLLLLL:   libswresample   1.  1.100 /  1.  1.100
  
  02-02 19:34:08.325 7979-18674/com.demo D/LLLLLLLLLL:   libpostproc    53.  0.100 / 53.  0.100
  
  02-02 19:34:08.410 7979-18674/com.demo D/LLLLLLLLLL: Input #0, image2, from '/storage/sdcard0/baishiMagic/magic/waterfall/fish_isolate/fish_%04d.png':
  
  02-02 19:34:08.410 7979-18674/com.demo D/LLLLLLLLLL:   Duration: 00:00:08.00, start: 0.000000, bitrate: N/A
  
  02-02 19:34:08.410 7979-18674/com.demo D/LLLLLLLLLL:     Stream #0:0: Video: png, rgba, 480x640 [SAR 3779:3779 DAR 3:4], 25 fps, 25 tbr, 25 tbn, 25 tbc
  
  02-02 19:34:08.410 7979-18674/com.demo D/LLLLLLLLLL: Output #0, mov, to '/storage/sdcard0/baishiMagic/temp/anim2.mov':
  
  02-02 19:34:08.410 7979-18674/com.demo D/LLLLLLLLLL:   Metadata:
  
  02-02 19:34:08.410 7979-18674/com.demo D/LLLLLLLLLL:     encoder         : Lavf56.4.101
  
  02-02 19:34:08.410 7979-18674/com.demo D/LLLLLLLLLL:     Stream #0:0: Video: png (png  / 0x20676E70), rgba, 480x640 [SAR 3779:3779 DAR 3:4], q=2-31, 25 fps, 12800 tbn, 25 tbc
  
  02-02 19:34:08.410 7979-18674/com.demo D/LLLLLLLLLL: Stream mapping:
  
  02-02 19:34:08.410 7979-18674/com.demo D/LLLLLLLLLL:   Stream #0:0 -> #0:0 (copy)
  
  02-02 19:34:08.410 7979-18674/com.demo D/LLLLLLLLLL: Press [q] to stop, [?] for help
  
  02-02 19:34:08.750 7979-18674/com.demo D/LLLLLLLLLL: frame=  200 fps=0.0 q=-1.0 Lsize=    6606kB time=00:00:08.00 bitrate=6764.2kbits/s    
  
  02-02 19:34:08.750 7979-18674/com.demo D/LLLLLLLLLL: video:6604kB audio:0kB subtitle:0kB other streams:0kB global headers:0kB muxing overhead: 0.023112%
  
  02-02 19:34:08.750 7979-18573/com.demo D/LLLLLLLLLL: 图片合成,exitValue=0
  
  02-02 19:34:08.780 7979-18573/com.demo D/LLLLLLLLLL: /data/data/com.demo/app_bin/ffmpeg -y -i /storage/sdcard0/baishiMagic/temp/video1454412829452.mp4 -r 25 -i /storage/sdcard0/baishiMagic/temp/anim1.mov -i /storage/sdcard0/baishiMagic/temp/anim2.mov -i /storage/sdcard0/frame.ts -filter_complex transpose=1,crop=480:640:0:40,overlay=0:0:0,overlay=-2:-2:0,overlay=0:0:0 -preset ultrafast -strict -2 /storage/sdcard0/baishiMagic/result.mp4 
  
  02-02 19:34:08.810 7979-18716/com.demo D/LLLLLLLLLL: ffmpeg version n2.4.2 Copyright (c) 2000-2014 the FFmpeg developers
  
  02-02 19:34:08.810 7979-18716/com.demo D/LLLLLLLLLL:   built on Oct  7 2014 15:05:17 with gcc 4.8 (GCC)
  
  02-02 19:34:08.810 7979-18716/com.demo D/LLLLLLLLLL:   configuration: --target-os=linux --cross-prefix=/home/sb/Source-Code/ffmpeg-android/toolchain-android/bin/arm-linux-androideabi- --arch=arm --cpu=cortex-a8 --enable-runtime-cpudetect --sysroot=/home/sb/Source-Code/ffmpeg-android/toolchain-android/sysroot --enable-pic --enable-libx264 --enable-libass --enable-libfreetype --enable-libfribidi --enable-fontconfig --enable-pthreads --disable-debug --disable-ffserver --enable-version3 --enable-hardcoded-tables --disable-ffplay --disable-ffprobe --enable-gpl --enable-yasm --disable-doc --disable-shared --enable-static --pkg-config=/home/sb/Source-Code/ffmpeg-android/ffmpeg-pkg-config --prefix=/home/sb/Source-Code/ffmpeg-android/build/armeabi-v7a --extra-cflags='-I/home/sb/Source-Code/ffmpeg-android/toolchain-android/include -U_FORTIFY_SOURCE -D_FORTIFY_SOURCE=2 -fno-strict-overflow -fstack-protector-all' --extra-ldflags='-L/home/sb/Source-Code/ffmpeg-android/toolchain-android/lib -Wl,-z,relro -Wl,-z,now -pie' --extra-libs='-lpng -lexpat -lm' --extra-cxxflags=
  
  02-02 19:34:08.810 7979-18716/com.demo D/LLLLLLLLLL:   libavutil      54.  7.100 / 54.  7.100
  
  02-02 19:34:08.810 7979-18716/com.demo D/LLLLLLLLLL:   libavcodec     56.  1.100 / 56.  1.100
  
  02-02 19:34:08.810 7979-18716/com.demo D/LLLLLLLLLL:   libavformat    56.  4.101 / 56.  4.101
  
  02-02 19:34:08.810 7979-18716/com.demo D/LLLLLLLLLL:   libavdevice    56.  0.100 / 56.  0.100
  
  02-02 19:34:08.810 7979-18716/com.demo D/LLLLLLLLLL:   libavfilter     5.  1.100 /  5.  1.100
  
  02-02 19:34:08.810 7979-18716/com.demo D/LLLLLLLLLL:   libswscale      3.  0.100 /  3.  0.100
  
  02-02 19:34:08.810 7979-18716/com.demo D/LLLLLLLLLL:   libswresample   1.  1.100 /  1.  1.100
  
  02-02 19:34:08.810 7979-18716/com.demo D/LLLLLLLLLL:   libpostproc    53.  0.100 / 53.  0.100
  
  02-02 19:34:08.870 7979-18716/com.demo D/LLLLLLLLLL: Input #0, mov,mp4,m4a,3gp,3g2,mj2, from '/storage/sdcard0/baishiMagic/temp/video1454412829452.mp4':
  
  02-02 19:34:08.870 7979-18716/com.demo D/LLLLLLLLLL:   Metadata:
  
  02-02 19:34:08.870 7979-18716/com.demo D/LLLLLLLLLL:     major_brand     : isom
  
  02-02 19:34:08.870 7979-18716/com.demo D/LLLLLLLLLL:     minor_version   : 0
  
  02-02 19:34:08.870 7979-18716/com.demo D/LLLLLLLLLL:     compatible_brands: isom3gp4
  
  02-02 19:34:08.870 7979-18716/com.demo D/LLLLLLLLLL:     creation_time   : 2016-02-02 11:33:58
  
  02-02 19:34:08.870 7979-18716/com.demo D/LLLLLLLLLL:   Duration: 00:00:07.64, start: 0.000000, bitrate: 3099 kb/s
  
  02-02 19:34:08.870 7979-18716/com.demo D/LLLLLLLLLL:     Stream #0:0(eng): Video: h264 (Baseline) (avc1 / 0x31637661), yuv420p, 640x480, 3074 kb/s, SAR 1:1 DAR 4:3, 29.82 fps, 30 tbr, 90k tbn, 180k tbc (default)
  
  02-02 19:34:08.870 7979-18716/com.demo D/LLLLLLLLLL:     Metadata:
  
  02-02 19:34:08.870 7979-18716/com.demo D/LLLLLLLLLL:       rotate          : 180
  
  02-02 19:34:08.870 7979-18716/com.demo D/LLLLLLLLLL:       creation_time   : 2016-02-02 11:33:58
  
  02-02 19:34:08.870 7979-18716/com.demo D/LLLLLLLLLL:       handler_name    : VideoHandle
  
  02-02 19:34:08.870 7979-18716/com.demo D/LLLLLLLLLL:       encoder         :                                
  
  02-02 19:34:08.870 7979-18716/com.demo D/LLLLLLLLLL:     Side data:
  
  02-02 19:34:08.870 7979-18716/com.demo D/LLLLLLLLLL:       displaymatrix: rotation of 180.00 degrees
  
  02-02 19:34:08.870 7979-18716/com.demo D/LLLLLLLLLL:     Stream #0:1(eng): Audio: aac (mp4a / 0x6134706D), 48000 Hz, mono, fltp, 124 kb/s (default)
  
  02-02 19:34:08.870 7979-18716/com.demo D/LLLLLLLLLL:     Metadata:
  
  02-02 19:34:08.870 7979-18716/com.demo D/LLLLLLLLLL:       creation_time   : 2016-02-02 11:33:58
  
  02-02 19:34:08.870 7979-18716/com.demo D/LLLLLLLLLL:       handler_name    : SoundHandle
  
  02-02 19:34:08.920 7979-18716/com.demo D/LLLLLLLLLL: Input #1, mov,mp4,m4a,3gp,3g2,mj2, from '/storage/sdcard0/baishiMagic/temp/anim1.mov':
  
  02-02 19:34:08.920 7979-18716/com.demo D/LLLLLLLLLL:   Metadata:
  
  02-02 19:34:08.920 7979-18716/com.demo D/LLLLLLLLLL:     major_brand     : qt  
  
  02-02 19:34:08.920 7979-18716/com.demo D/LLLLLLLLLL:     minor_version   : 512
  
  02-02 19:34:08.920 7979-18716/com.demo D/LLLLLLLLLL:     compatible_brands: qt  
  
  02-02 19:34:08.920 7979-18716/com.demo D/LLLLLLLLLL:     encoder         : Lavf56.4.101
  
  02-02 19:34:08.920 7979-18716/com.demo D/LLLLLLLLLL:   Duration: 00:00:08.00, start: 0.000000, bitrate: 79460 kb/s
  
  02-02 19:34:08.920 7979-18716/com.demo D/LLLLLLLLLL:     Stream #1:0(eng): Video: png (png  / 0x20676E70), rgba, 480x640 [SAR 3779:3779 DAR 3:4], 79458 kb/s, 25 fps, 25 tbr, 12800 tbn, 12800 tbc (default)
  
  02-02 19:34:08.920 7979-18716/com.demo D/LLLLLLLLLL:     Metadata:
  
  02-02 19:34:08.920 7979-18716/com.demo D/LLLLLLLLLL:       handler_name    : DataHandler
  
  02-02 19:34:08.950 7979-18716/com.demo D/LLLLLLLLLL: Input #2, mov,mp4,m4a,3gp,3g2,mj2, from '/storage/sdcard0/baishiMagic/temp/anim2.mov':
  
  02-02 19:34:08.950 7979-18716/com.demo D/LLLLLLLLLL:   Metadata:
  
  02-02 19:34:08.950 7979-18716/com.demo D/LLLLLLLLLL:     major_brand     : qt  
  
  02-02 19:34:08.950 7979-18716/com.demo D/LLLLLLLLLL:     minor_version   : 512
  
  02-02 19:34:08.950 7979-18716/com.demo D/LLLLLLLLLL:     compatible_brands: qt  
  
  02-02 19:34:08.950 7979-18716/com.demo D/LLLLLLLLLL:     encoder         : Lavf56.4.101
  
  02-02 19:34:08.950 7979-18716/com.demo D/LLLLLLLLLL:   Duration: 00:00:08.00, start: 0.000000, bitrate: 6764 kb/s
  
  02-02 19:34:08.955 7979-18716/com.demo D/LLLLLLLLLL:     Stream #2:0(eng): Video: png (png  / 0x20676E70), rgba, 480x640 [SAR 3779:3779 DAR 3:4], 6762 kb/s, 25 fps, 25 tbr, 12800 tbn, 12800 tbc (default)
  
  02-02 19:34:08.955 7979-18716/com.demo D/LLLLLLLLLL:     Metadata:
  
  02-02 19:34:08.955 7979-18716/com.demo D/LLLLLLLLLL:       handler_name    : DataHandler
  
  02-02 19:34:08.985 7979-18716/com.demo D/LLLLLLLLLL: Input #3, mpegts, from '/storage/sdcard0/frame.ts':
  
  02-02 19:34:08.985 7979-18716/com.demo D/LLLLLLLLLL:   Duration: 00:00:05.13, start: 1.533333, bitrate: 1006 kb/s
  
  02-02 19:34:08.985 7979-18716/com.demo D/LLLLLLLLLL:   Program 1 
  
  02-02 19:34:08.985 7979-18716/com.demo D/LLLLLLLLLL:     Metadata:
  
  02-02 19:34:08.985 7979-18716/com.demo D/LLLLLLLLLL:       service_name    : Service01
  
  02-02 19:34:08.985 7979-18716/com.demo D/LLLLLLLLLL:       service_provider: FFmpeg
  
  02-02 19:34:08.985 7979-18716/com.demo D/LLLLLLLLLL:     Stream #3:0[0x100]: Video: h264 (High) ([27][0][0][0] / 0x001B), yuv420p, 480x480 [SAR 1:1 DAR 1:1], 15 fps, 15 tbr, 90k tbn, 30 tbc
  
  02-02 19:34:09.000 7979-18716/com.demo D/LLLLLLLLLL: [libx264 @ 0x2b447ef0] using SAR=1/1
  
  02-02 19:34:09.020 7979-18716/com.demo D/LLLLLLLLLL: [libx264 @ 0x2b447ef0] using cpu capabilities: none!
  
  02-02 19:34:09.115 7979-18716/com.demo D/LLLLLLLLLL: [libx264 @ 0x2b447ef0] profile Constrained Baseline, level 3.0
  
  02-02 19:34:09.115 7979-18716/com.demo D/LLLLLLLLLL: [libx264 @ 0x2b447ef0] 264 - core 142 - H.264/MPEG-4 AVC codec - Copyleft 2003-2014 - http://www.videolan.org/x264.html - options: cabac=0 ref=1 deblock=0:0:0 analyse=0:0 me=dia subme=0 psy=1 psy_rd=1.00:0.00 mixed_ref=0 me_range=16 chroma_me=1 trellis=0 8x8dct=0 cqm=0 deadzone=21,11 fast_pskip=1 chroma_qp_offset=0 threads=6 lookahead_threads=1 sliced_threads=0 nr=0 decimate=1 interlaced=0 bluray_compat=0 constrained_intra=0 bframes=0 weightp=0 keyint=250 keyint_min=25 scenecut=0 intra_refresh=0 rc=crf mbtree=0 crf=23.0 qcomp=0.60 qpmin=0 qpmax=69 qpstep=4 ip_ratio=1.40 aq=0
  
  02-02 19:34:09.170 7979-18716/com.demo D/LLLLLLLLLL: Output #0, mp4, to '/storage/sdcard0/baishiMagic/result.mp4':
  
  02-02 19:34:09.170 7979-18716/com.demo D/LLLLLLLLLL:   Metadata:
  
  02-02 19:34:09.170 7979-18716/com.demo D/LLLLLLLLLL:     major_brand     : isom
  
  02-02 19:34:09.175 7979-18716/com.demo D/LLLLLLLLLL:     minor_version   : 0
  
  02-02 19:34:09.175 7979-18716/com.demo D/LLLLLLLLLL:     compatible_brands: isom3gp4
  
  02-02 19:34:09.175 7979-18716/com.demo D/LLLLLLLLLL:     encoder         : Lavf56.4.101
  
  02-02 19:34:09.175 7979-18716/com.demo D/LLLLLLLLLL:     Stream #0:0: Video: h264 (libx264) ([33][0][0][0] / 0x0021), yuv420p, 480x640 [SAR 1:1 DAR 3:4], q=-1--1, 30 fps, 15360 tbn, 30 tbc (default)
  
  02-02 19:34:09.175 7979-18716/com.demo D/LLLLLLLLLL:     Metadata:
  
  02-02 19:34:09.175 7979-18716/com.demo D/LLLLLLLLLL:       encoder         : Lavc56.1.100 libx264
  
  02-02 19:34:09.175 7979-18716/com.demo D/LLLLLLLLLL:     Stream #0:1(eng): Audio: aac ([64][0][0][0] / 0x0040), 48000 Hz, mono, fltp, 128 kb/s (default)
  
  02-02 19:34:09.180 7979-18716/com.demo D/LLLLLLLLLL:     Metadata:
  
  02-02 19:34:09.180 7979-18716/com.demo D/LLLLLLLLLL:       creation_time   : 2016-02-02 11:33:58
  
  02-02 19:34:09.180 7979-18716/com.demo D/LLLLLLLLLL:       handler_name    : SoundHandle
  
  02-02 19:34:09.180 7979-18716/com.demo D/LLLLLLLLLL:       encoder         : Lavc56.1.100 aac
  
  02-02 19:34:09.180 7979-18716/com.demo D/LLLLLLLLLL: Stream mapping:
  
  02-02 19:34:09.180 7979-18716/com.demo D/LLLLLLLLLL:   Stream #0:0 (h264) -> transpose (graph 0)
  
  02-02 19:34:09.180 7979-18716/com.demo D/LLLLLLLLLL:   Stream #1:0 (png) -> overlay:overlay (graph 0)
  
  02-02 19:34:09.180 7979-18716/com.demo D/LLLLLLLLLL:   Stream #2:0 (png) -> overlay:overlay (graph 0)
  
  02-02 19:34:09.180 7979-18716/com.demo D/LLLLLLLLLL:   Stream #3:0 (h264) -> overlay:overlay (graph 0)
  
  02-02 19:34:09.180 7979-18716/com.demo D/LLLLLLLLLL:   overlay (graph 0) -> Stream #0:0 (libx264)
  
  02-02 19:34:09.180 7979-18716/com.demo D/LLLLLLLLLL:   Stream #0:1 -> #0:1 (aac (native) -> aac (native))
  
  02-02 19:34:09.180 7979-18716/com.demo D/LLLLLLLLLL: Press [q] to stop, [?] for help
  
  02-02 19:34:10.250 7979-18716/com.demo D/LLLLLLLLLL: frame=    1 fps=0.0 q=0.0 size=       0kB time=00:00:01.00 bitrate=   0.4kbits/s    
  
  02-02 19:34:10.745 7979-18716/com.demo D/LLLLLLLLLL: frame=    6 fps=5.9 q=0.0 size=       0kB time=00:00:01.00 bitrate=   0.4kbits/s    
  
  02-02 19:34:11.295 7979-18716/com.demo D/LLLLLLLLLL: frame=   11 fps=7.1 q=19.0 size=      11kB time=00:00:01.00 bitrate=  92.1kbits/s    
  
  02-02 19:34:11.760 7979-18716/com.demo D/LLLLLLLLLL: frame=   16 fps=7.7 q=19.0 size=      24kB time=00:00:01.00 bitrate= 199.3kbits/s    
  
  02-02 19:34:12.335 7979-18716/com.demo D/LLLLLLLLLL: frame=   22 fps=8.5 q=20.0 size=      39kB time=00:00:01.00 bitrate= 319.8kbits/s    
  
  02-02 19:34:12.870 7979-18716/com.demo D/LLLLLLLLLL: frame=   28 fps=9.0 q=19.0 size=      58kB time=00:00:01.00 bitrate= 475.7kbits/s    
  
  02-02 19:34:13.345 7979-18716/com.demo D/LLLLLLLLLL: frame=   30 fps=8.3 q=20.0 size=      63kB time=00:00:02.00 bitrate= 258.6kbits/s    
  
  02-02 19:34:13.935 7979-18716/com.demo D/LLLLLLLLLL: frame=   34 fps=8.2 q=20.0 size=      74kB time=00:00:02.00 bitrate= 300.8kbits/s    
  
  02-02 19:34:14.480 7979-18716/com.demo D/LLLLLLLLLL: frame=   39 fps=8.2 q=20.0 size=      87kB time=00:00:02.00 bitrate= 354.0kbits/s    
  
  02-02 19:34:15.015 7979-18716/com.demo D/LLLLLLLLLL: frame=   43 fps=8.2 q=20.0 size=      98kB time=00:00:02.00 bitrate= 400.4kbits/s    
  
  02-02 19:34:15.515 7979-18716/com.demo D/LLLLLLLLLL: frame=   48 fps=8.3 q=21.0 size=     112kB time=00:00:02.00 bitrate= 459.5kbits/s    
  
  02-02 19:34:16.015 7979-18716/com.demo D/LLLLLLLLLL: frame=   54 fps=8.5 q=24.0 size=     137kB time=00:00:02.00 bitrate= 557.9kbits/s    
  
  02-02 19:34:16.575 7979-18716/com.demo D/LLLLLLLLLL: frame=   58 fps=8.5 q=24.0 size=     169kB time=00:00:02.19 bitrate= 628.2kbits/s    
  
  02-02 19:34:17.090 7979-18716/com.demo D/LLLLLLLLLL: frame=   60 fps=8.2 q=24.0 size=     189kB time=00:00:03.00 bitrate= 515.4kbits/s    
  
  02-02 19:34:17.605 7979-18716/com.demo D/LLLLLLLLLL: frame=   65 fps=8.3 q=23.0 size=     228kB time=00:00:03.00 bitrate= 621.7kbits/s    
  
  02-02 19:34:18.090 7979-18716/com.demo D/LLLLLLLLLL: frame=   70 fps=8.4 q=24.0 size=     269kB time=00:00:03.00 bitrate= 731.7kbits/s    
  
  02-02 19:34:18.655 7979-18716/com.demo D/LLLLLLLLLL: frame=   76 fps=8.5 q=25.0 size=     320kB time=00:00:03.00 bitrate= 870.6kbits/s    
  
  02-02 19:34:19.115 7979-18716/com.demo D/LLLLLLLLLL: frame=   82 fps=8.7 q=25.0 size=     374kB time=00:00:03.00 bitrate=1019.4kbits/s    
  
  02-02 19:34:19.620 7979-18716/com.demo D/LLLLLLLLLL: frame=   87 fps=8.8 q=24.0 size=     419kB time=00:00:03.00 bitrate=1142.2kbits/s    
  
  02-02 19:34:20.120 7979-18716/com.demo D/LLLLLLLLLL: frame=   89 fps=8.5 q=22.0 size=     434kB time=00:00:04.01 bitrate= 885.6kbits/s    
  
  02-02 19:34:20.685 7979-18716/com.demo D/LLLLLLLLLL: frame=   94 fps=8.6 q=22.0 size=     464kB time=00:00:04.01 bitrate= 947.8kbits/s    
  
  02-02 19:34:21.155 7979-18716/com.demo D/LLLLLLLLLL: frame=  100 fps=8.7 q=22.0 size=     495kB time=00:00:04.01 bitrate=1010.7kbits/s    
  
  02-02 19:34:21.685 7979-18716/com.demo D/LLLLLLLLLL: frame=  105 fps=8.8 q=22.0 size=     523kB time=00:00:04.01 bitrate=1067.3kbits/s    
  
  02-02 19:34:22.180 7979-18716/com.demo D/LLLLLLLLLL: frame=  110 fps=8.8 q=22.0 size=     551kB time=00:00:04.01 bitrate=1125.1kbits/s    
  
  02-02 19:34:22.685 7979-18716/com.demo D/LLLLLLLLLL: frame=  115 fps=8.9 q=22.0 size=     576kB time=00:00:04.01 bitrate=1176.9kbits/s    
  
  02-02 19:34:23.200 7979-18716/com.demo D/LLLLLLLLLL: frame=  118 fps=8.7 q=21.0 size=     592kB time=00:00:04.92 bitrate= 984.3kbits/s    
  
  02-02 19:34:23.715 7979-18716/com.demo D/LLLLLLLLLL: frame=  123 fps=8.8 q=22.0 size=     619kB time=00:00:05.01 bitrate=1011.1kbits/s    
  
  02-02 19:34:24.265 7979-18716/com.demo D/LLLLLLLLLL: frame=  127 fps=8.7 q=22.0 size=     638kB time=00:00:05.01 bitrate=1042.8kbits/s    
  
  02-02 19:34:24.765 7979-18716/com.demo D/LLLLLLLLLL: frame=  131 fps=8.7 q=23.0 size=     658kB time=00:00:05.01 bitrate=1074.5kbits/s    
  
  02-02 19:34:25.310 7979-18716/com.demo D/LLLLLLLLLL: frame=  137 fps=8.8 q=23.0 size=     700kB time=00:00:05.01 bitrate=1143.7kbits/s    
  
  02-02 19:34:25.800 7979-18716/com.demo D/LLLLLLLLLL: frame=  142 fps=8.8 q=23.0 size=     736kB time=00:00:05.01 bitrate=1202.2kbits/s    
  
  02-02 19:34:26.345 7979-18716/com.demo D/LLLLLLLLLL: frame=  147 fps=8.8 q=24.0 size=     771kB time=00:00:05.14 bitrate=1229.1kbits/s    
  
  02-02 19:34:26.895 7979-18716/com.demo D/LLLLLLLLLL: frame=  150 fps=8.7 q=24.0 size=     798kB time=00:00:06.01 bitrate=1086.7kbits/s    
  
  02-02 19:34:27.385 7979-18716/com.demo D/LLLLLLLLLL: frame=  156 fps=8.8 q=24.0 size=     847kB time=00:00:06.01 bitrate=1153.9kbits/s    
  
  02-02 19:34:27.895 7979-18716/com.demo D/LLLLLLLLLL: frame=  161 fps=8.9 q=23.0 size=     886kB time=00:00:06.01 bitrate=1206.2kbits/s    
  
  02-02 19:34:28.455 7979-18716/com.demo D/LLLLLLLLLL: frame=  167 fps=8.9 q=23.0 size=     927kB time=00:00:06.01 bitrate=1261.6kbits/s    
  
  02-02 19:34:28.905 7979-18716/com.demo D/LLLLLLLLLL: frame=  173 fps=9.0 q=23.0 size=     964kB time=00:00:06.01 bitrate=1312.4kbits/s    
  
  02-02 19:34:29.440 7979-18716/com.demo D/LLLLLLLLLL: frame=  177 fps=9.0 q=23.0 size=     987kB time=00:00:06.20 bitrate=1302.9kbits/s    
  
  02-02 19:34:29.995 7979-18716/com.demo D/LLLLLLLLLL: frame=  180 fps=8.9 q=23.0 size=    1008kB time=00:00:07.01 bitrate=1176.9kbits/s    
  
  02-02 19:34:30.490 7979-18716/com.demo D/LLLLLLLLLL: frame=  186 fps=9.0 q=21.0 size=    1048kB time=00:00:07.01 bitrate=1223.3kbits/s    
  
  02-02 19:34:31.015 7979-18716/com.demo D/LLLLLLLLLL: frame=  191 fps=9.0 q=19.0 size=    1076kB time=00:00:07.01 bitrate=1255.5kbits/s    
  
  02-02 19:34:31.495 7979-18716/com.demo D/LLLLLLLLLL: frame=  197 fps=9.0 q=18.0 size=    1103kB time=00:00:07.01 bitrate=1287.1kbits/s    
  
  02-02 19:34:32.040 7979-18716/com.demo D/LLLLLLLLLL: frame=  202 fps=9.1 q=19.0 size=    1119kB time=00:00:07.01 bitrate=1306.5kbits/s    
  
  02-02 19:34:32.555 7979-18716/com.demo D/LLLLLLLLLL: frame=  207 fps=9.1 q=20.0 size=    1138kB time=00:00:07.01 bitrate=1328.1kbits/s    
  
  02-02 19:34:33.140 7979-18716/com.demo D/LLLLLLLLLL: frame=  213 fps=9.1 q=19.0 size=    1161kB time=00:00:07.01 bitrate=1354.7kbits/s    
  
  02-02 19:34:33.695 7979-18716/com.demo D/LLLLLLLLLL: frame=  217 fps=9.1 q=19.0 size=    1176kB time=00:00:07.59 bitrate=1268.3kbits/s    
  
  02-02 19:34:34.205 7979-18716/com.demo D/LLLLLLLLLL: frame=  222 fps=9.1 q=19.0 size=    1195kB time=00:00:07.59 bitrate=1288.8kbits/s dup=0 drop=4    
  
  02-02 19:34:34.720 7979-18716/com.demo D/LLLLLLLLLL: frame=  222 fps=8.9 q=19.0 size=    1195kB time=00:00:07.59 bitrate=1288.8kbits/s dup=0 drop=13    
  
  02-02 19:34:35.075 7979-18716/com.demo D/LLLLLLLLLL: frame=  222 fps=8.7 q=19.0 size=    1195kB time=00:00:07.59 bitrate=1288.8kbits/s dup=0 drop=24    
  
  02-02 19:34:35.075 7979-18716/com.demo D/LLLLLLLLLL: frame=  222 fps=8.6 q=-1.0 Lsize=    1233kB time=00:00:07.63 bitrate=1322.5kbits/s dup=0 drop=30    
  
  02-02 19:34:35.075 7979-18716/com.demo D/LLLLLLLLLL: video:1104kB audio:122kB subtitle:0kB other streams:0kB global headers:0kB muxing overhead: 0.615799%
  
  02-02 19:34:35.095 7979-18716/com.demo D/LLLLLLLLLL: [libx264 @ 0x2b447ef0] frame I:1     Avg QP:20.00  size:  5784
  
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• B2B Marketing Attribution Guide : How to Master It in 2024

  21 mai 2024, par Erin

  The last thing you want is to invest your advertising dollars in channels, campaigns and ads that don’t work. But B2B marketing attribution — figuring out which marketing efforts drive revenue — is far from easy.

  With longer sales funnels and multiple people from the same company involved in the same sales process, B2B (business-to-business) is a different ballgame from B2C (business-to-consumer) marketing.

  In this guide, we break down what B2B marketing attribution is, how it’s different, which tools you can use to set it up and the best practices.

  What is B2B marketing attribution ?

  Marketing attribution in B2B companies is about figuring out where your high-value leads come from — nailing down long customer journeys across many different touchpoints.

  

  The goal is to determine which campaigns and content contributed to various parts of the customer journey. It’s a complex process that needs a reliable, privacy-focused web analytics tool and a CRM that integrates with it.

  This process significantly differs from traditional marketing attribution, where you focus more on short sales cycles from individual customers. With multiple contributing decision makers, B2B attribution requires more robust systems.

  What makes marketing attribution different for B2B ?

  The key differences between B2B and B2C marketing attribution are a longer sales funnel and more people involved in the sales process.

  The B2B sales funnel is significantly longer and more complex

  The typical B2C sales funnel is often broken down into four simple stages :

  1. Awareness : when a prospect first finds out about your product or brand
  2. Interest : where a prospect starts to learn about the benefits of your product
  3. Desire : when a prospect understands that they need your product
  4. Action : the actual process of closing the sale

  Even the most simplified B2B sales funnel includes several key stages.

  

  Here’s a brief overview of each :

  1. Awareness : Buyers recognise they have a problem and start looking for solutions. Stand out with blog posts, social media updates, ebooks and whitepapers.
  2. Consideration : Buyers are aware of your company and are comparing options. Provide product demos, webinars and case studies to address their concerns and build trust.
  3. Conversion : Buyers have chosen your product or company. Offer live demos, customer service, case studies and testimonials to finalise the purchase.
  4. Loyalty : Buyers have made a purchase and are now customers. Nurture relationships with thank you emails, follow-ups, how-tos, reward programs and surveys to encourage repeat business.
  5. Advocacy : Loyal customers become advocates, promoting your brand to others. Encourage this with surveys, testimonial requests and a referral program.

  A longer sales cycle typically involves not only more touchpoints but also extended decision-making processes.

  More teams are involved in the marketing and sales process

  The last differentiation in B2B attribution is the number of people involved. Instead of clear-cut sales and marketing teams, revenue teams are becoming more common.

  They include all go-to-market teams like sales, marketing, customer success and customer support. In B2B sales, long-term customer relationships can be incredibly valuable. As such, the focus shifts away from new customer acquisition alone.

  For example, you can also track and optimise your onboarding process. Marketing gets involved in post-sale efforts to boost loyalty. Sales reps follow up with customer success to get new sales angles and insights. Customer support insights drive future product development.

  Everyone works together to meet high-level company goals.

  The next section will explore how to set up an attribution system.

  How to find the right mix of B2B marketing attribution tools

  For most B2B marketing teams, the main struggle with attribution is not with the strategy but with creating a reliable system that gives them the data points they need to implement that strategy.

  We’ll outline one approach you can take to achieve this without a million-dollar budget or internal data science team.

  Use website analytics to track touchpoints

  The first thing you want to do is install a reliable website analytics solution on your website. 

  Once you’ve got your analytics in place, use campaign tracking parameters to track touchpoints from external campaigns like email newsletters, social media ads, review sites (like Capterra) and third-party partner campaigns.

  This way, you get a clear picture of which sources are driving traffic and conversions, helping you improve your marketing strategies.

  With analytics installed, you can track the referring sources of visits, engagement and conversion events. A robust solution like Matomo tracks everything from traffic sources, marketing attribution and visitor counts to behavioural analytics, like clicks, scrolling patterns and form interactions on your site.

  Marketing attribution will give you a cohesive view of which traffic sources and campaigns drive conversions and revenue over long periods. With Matomo’s marketing attribution feature, you can even use different marketing attribution models to compare results :

  

  For example, in a single report, you can compare the last interaction, first interaction and linear (three common marketing attribution models). 

  In total, Matomo has 6 available attribution models to choose from :

  1. First interaction
  2. Last interaction
  3. Last non-direct 
  4. Linear
  5. Position based
  6. Time decay 

  These additional attribution models are crucial for B2B sites. While other web analytics solutions often limit to last-click attribution, this model isn’t optimal for B2B with extended sales cycles.

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  Use a CRM to integrate customer data from multiple sources

  Use your CRM software to integrate customer data from multiple sources. This will give you the ability to get meaningful B2B marketing insights. For example, you can get company-level insights so you can view conversion information by company, not just by person.

  Done effectively, you can close the loop back to analytics data by integrating data from multiple teams and platforms. 

  Implement self-reported attribution

  To further enhance the data, add qualifying questions in the lead signup process to create a hybrid attribution model. This is also known as self-reported attribution.

  

  Your web analytics platform won’t always be able to track the source of certain visits — for instance, “dark social” or peer-to-peer sharing, where links are shared privately and are not easily traceable by analytics tools.

  Doing self-reported attribution is crucial for getting a holistic image of your customer journey. 

  However, self-reported attribution isn’t foolproof ; users may click randomly or inaccurately recall where they first heard about you. So it’s essential to blend this data with your analytics to gain a more accurate understanding.

  Best practices for handling B2B prospect data in a privacy-sensitive world 

  Lastly, it’s important to respect your prospects’ privacy and comply with privacy regulations when conducting B2B marketing attribution.

  Privacy regulations and their enforcement are rapidly gaining momentum around the globe. Meta recently received a record GDPR fine of €1.2 billion for insufficient privacy measures when handling user data by the Irish Data Protection Agency.

  If you don’t want to risk major fines (or customers feeling betrayed), you shouldn’t follow in the same footsteps.

  Switch to a privacy-friendly web analytics

  Instead of using a controversial solution like Google Analytics, use a privacy-friendly web analytics solution like Matomo, Fathom or Plausible. 

  These alternatives not only ensure compliance with regulations like GDPR but also provide peace of mind amid the uncertain relationship between Google and GDPR. Google Analytics has faced bans in recent years, raising concerns about the future of the solution.

  While organisations governed by GDPR can currently use Google Analytics, there’s no guarantee of its continued availability.

  Make the switch to privacy-friendly web analytics to avoid potential fines and disruptive rulings that could force you to change platforms urgently. Such disruptions can be catastrophic for marketing teams heavily reliant on web analytics for tracking campaigns, business goals and marketing efforts.

  Improve your B2B marketing attribution with Matomo

  Matomo’s privacy-by-design architecture makes it the perfect analytics platform for the modern B2B marketer. Matomo enables you to meet even the strictest privacy regulations.

  At the same time, through campaign tracking URLs, marketing attribution, integrations and our API, you can track the results of various marketing channels and campaigns effectively. We help you understand the impact of each dollar of your marketing budget. 

  If you want a competitive edge over other B2B companies, try Matomo for free for 21 days. No credit card required.

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