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  • 6 Crucial Benefits of Conversion Rate Optimisation

    26 février, 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.

    Illustration of what conversion rate optimisation is

    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.

    User flow chart in Matomo analytics

    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. 

    Goal funnel chart in Matomo analytics

    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.

    Illustration of improving the 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.

    Example of a heatmap in Matomo analytics

    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.

    A/B testing in Matomo analytics

    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.

    Example of a multivariate test for headlines

    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.

    Ecommerce sales report in Matomo analytics

    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. 

    Illustration of how better content improves SEO rankings

    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.

  • When I use ffmpeg to go from a video to frames, and then back to video, the duration is different between the videos

    24 février, par bluepanda

    I am trying to use ffmpeg to convert from a .mp4 (or .mov) video into individual frames, do some processing on those frames, and then convert back to .mp4. The problem is that the resulting video I create is a different duration than the input - I can see this visually when I play the two videos side by side. The difference is not large (i.e. 00:00:00.50 for the input video and 00:00:00.52 for the output video), but when the videos are looped next to each other they get out of sync.

    


    Here is information about the input video retrieved using fluent-ffmpeg's ffmpeg.ffprobe(videoPath) :

    


    metadata {
  streams: [
    {
      index: 0,
      codec_name: 'h264',
      codec_long_name: 'H.264 / AVC / MPEG-4 AVC / MPEG-4 part 10',
      profile: 'High',
      codec_type: 'video',
      codec_tag_string: 'avc1',
      codec_tag: '0x31637661',
      width: 1080,
      height: 1920,
      coded_width: 1080,
      coded_height: 1920,
      closed_captions: 0,
      has_b_frames: 2,
      sample_aspect_ratio: 'N/A',
      display_aspect_ratio: 'N/A',
      pix_fmt: 'yuv420p',
      level: 40,
      color_range: 'tv',
      color_space: 'bt709',
      color_transfer: 'bt709',
      color_primaries: 'bt709',
      chroma_location: 'left',
      field_order: 'unknown',
      refs: 1,
      is_avc: 'true',
      nal_length_size: 4,
      id: 'N/A',
      r_frame_rate: '30000/1001',
      avg_frame_rate: '27000/1001',
      time_base: '1/30000',
      start_pts: 0,
      start_time: 0,
      duration_ts: 15100,
      duration: 0.503333,
      bit_rate: 5660223,
      max_bit_rate: 'N/A',
      bits_per_raw_sample: 8,
      nb_frames: 36,
      nb_read_frames: 'N/A',
      nb_read_packets: 'N/A',
      tags: [Object],
      disposition: [Object]
    },
    {
      index: 1,
      codec_name: 'aac',
      codec_long_name: 'AAC (Advanced Audio Coding)',
      profile: 'LC',
      codec_type: 'audio',
      codec_tag_string: 'mp4a',
      codec_tag: '0x6134706d',
      sample_fmt: 'fltp',
      sample_rate: 48000,
      channels: 2,
      channel_layout: 'stereo',
      bits_per_sample: 0,
      id: 'N/A',
      r_frame_rate: '0/0',
      avg_frame_rate: '0/0',
      time_base: '1/48000',
      start_pts: 0,
      start_time: 0,
      duration_ts: 24160,
      duration: 0.503333,
      bit_rate: 248416,
      max_bit_rate: 'N/A',
      bits_per_raw_sample: 'N/A',
      nb_frames: 27,
      nb_read_frames: 'N/A',
      nb_read_packets: 'N/A',
      tags: [Object],
      disposition: [Object]
    }
  ],
  format: {
    filename: '/Users/name/images/input.mp4',
    nb_streams: 2,
    nb_programs: 0,
    format_name: 'mov,mp4,m4a,3gp,3g2,mj2',
    format_long_name: 'QuickTime / MOV',
    start_time: 0,
    duration: 0.503333,
    size: 963879,
    bit_rate: 15319941,
    probe_score: 100,
    tags: {
      major_brand: 'mp42',
      minor_version: '1',
      compatible_brands: 'isommp41mp42',
      creation_time: '2024-02-14T01:21:12.000000Z'
    }
  },
  chapters: []
}


    


    and here is from running ffprobe directly :

    


    ffprobe '/Users/name/images/input.mp4'
ffprobe version 6.1.1 Copyright (c) 2007-2023 the FFmpeg developers
  built with Apple clang version 15.0.0 (clang-1500.1.0.2.5)
  configuration: --prefix=/opt/homebrew/Cellar/ffmpeg/6.1.1_2 --enable-shared --enable-pthreads --enable-version3 --cc=clang --host-cflags= --host-ldflags='-Wl,-ld_classic' --enable-ffplay --enable-gnutls --enable-gpl --enable-libaom --enable-libaribb24 --enable-libbluray --enable-libdav1d --enable-libharfbuzz --enable-libjxl --enable-libmp3lame --enable-libopus --enable-librav1e --enable-librist --enable-librubberband --enable-libsnappy --enable-libsrt --enable-libssh --enable-libsvtav1 --enable-libtesseract --enable-libtheora --enable-libvidstab --enable-libvmaf --enable-libvorbis --enable-libvpx --enable-libwebp --enable-libx264 --enable-libx265 --enable-libxml2 --enable-libxvid --enable-lzma --enable-libfontconfig --enable-libfreetype --enable-frei0r --enable-libass --enable-libopencore-amrnb --enable-libopencore-amrwb --enable-libopenjpeg --enable-libopenvino --enable-libspeex --enable-libsoxr --enable-libzmq --enable-libzimg --disable-libjack --disable-indev=jack --enable-videotoolbox --enable-audiotoolbox --enable-neon
  libavutil      58. 29.100 / 58. 29.100
  libavcodec     60. 31.102 / 60. 31.102
  libavformat    60. 16.100 / 60. 16.100
  libavdevice    60.  3.100 / 60.  3.100
  libavfilter     9. 12.100 /  9. 12.100
  libswscale      7.  5.100 /  7.  5.100
  libswresample   4. 12.100 /  4. 12.100
  libpostproc    57.  3.100 / 57.  3.100
Input #0, mov,mp4,m4a,3gp,3g2,mj2, from '/Users/name/images/input.mp4':
  Metadata:
    major_brand     : mp42
    minor_version   : 1
    compatible_brands: isommp41mp42
    creation_time   : 2024-02-14T01:21:12.000000Z
  Duration: 00:00:00.50, start: 0.000000, bitrate: 15319 kb/s
  Stream #0:0[0x1](und): Video: h264 (High) (avc1 / 0x31637661), yuv420p(tv, bt709, progressive), 1080x1920, 5660 kb/s, 26.97 fps, 29.97 tbr, 30k tbn (default)
    Metadata:
      creation_time   : 2024-02-14T01:21:12.000000Z
      handler_name    : Core Media Video
      vendor_id       : [0][0][0][0]
      encoder         : AVC Coding
  Stream #0:1[0x2](und): Audio: aac (LC) (mp4a / 0x6134706D), 48000 Hz, stereo, fltp, 248 kb/s (default)
    Metadata:
      creation_time   : 2024-02-14T01:21:12.000000Z
      handler_name    : Core Media Audio
      vendor_id       : [0][0][0][0]


    


    And this is my command to go from video to frames :

    


    ffmpeg -i /Users/name/images/input.mp4 -y -f image2 /Users/name/images/frames/%d.png


    


    After which I convert the frames back to video with this - note that I get by seeing avg_frame_rate is 27000/1001 = 26.97302697 :

    


    ffmpeg -r 26.973026973026972 -i /Users/name/images/frames/%d.png -y -r 26.973026973026972 -b:v 5660223k -f mp4 -pix_fmt yuv420p -t 0.503333 /Users/name/images/output.mp4


    


    And if I then run fluent-ffmpeg's ffmpeg.ffprobe(videoPath) I get :

    


    metadata {
  streams: [
    {
      index: 0,
      codec_name: 'h264',
      codec_long_name: 'H.264 / AVC / MPEG-4 AVC / MPEG-4 part 10',
      profile: 'High',
      codec_type: 'video',
      codec_tag_string: 'avc1',
      codec_tag: '0x31637661',
      width: 1080,
      height: 1920,
      coded_width: 1080,
      coded_height: 1920,
      closed_captions: 0,
      has_b_frames: 2,
      sample_aspect_ratio: '1:1',
      display_aspect_ratio: '9:16',
      pix_fmt: 'yuv420p',
      level: 62,
      color_range: 'unknown',
      color_space: 'unknown',
      color_transfer: 'unknown',
      color_primaries: 'unknown',
      chroma_location: 'left',
      field_order: 'unknown',
      refs: 1,
      is_avc: 'true',
      nal_length_size: 4,
      id: 'N/A',
      r_frame_rate: '27000/1001',
      avg_frame_rate: '27000/1001',
      time_base: '1/27000',
      start_pts: 0,
      start_time: 0,
      duration_ts: 14014,
      duration: 0.519037,
      bit_rate: 52138429,
      max_bit_rate: 'N/A',
      bits_per_raw_sample: 8,
      nb_frames: 14,
      nb_read_frames: 'N/A',
      nb_read_packets: 'N/A',
      tags: [Object],
      disposition: [Object]
    }
  ],
  format: {
    filename: '/Users/name/images/output.mp4',
    nb_streams: 1,
    nb_programs: 0,
    format_name: 'mov,mp4,m4a,3gp,3g2,mj2',
    format_long_name: 'QuickTime / MOV',
    start_time: 0,
    duration: 0.52,
    size: 3383708,
    bit_rate: 52057046,
    probe_score: 100,
    tags: {
      major_brand: 'isom',
      minor_version: '512',
      compatible_brands: 'isomiso2avc1mp41',
      encoder: 'Lavf60.3.100'
    }
  },
  chapters: []
}


    


    and here is from running ffprobe directly :

    


    ffprobe '/Users/name/images/output.mp4'
ffprobe version 6.1.1 Copyright (c) 2007-2023 the FFmpeg developers
  built with Apple clang version 15.0.0 (clang-1500.1.0.2.5)
  configuration: --prefix=/opt/homebrew/Cellar/ffmpeg/6.1.1_2 --enable-shared --enable-pthreads --enable-version3 --cc=clang --host-cflags= --host-ldflags='-Wl,-ld_classic' --enable-ffplay --enable-gnutls --enable-gpl --enable-libaom --enable-libaribb24 --enable-libbluray --enable-libdav1d --enable-libharfbuzz --enable-libjxl --enable-libmp3lame --enable-libopus --enable-librav1e --enable-librist --enable-librubberband --enable-libsnappy --enable-libsrt --enable-libssh --enable-libsvtav1 --enable-libtesseract --enable-libtheora --enable-libvidstab --enable-libvmaf --enable-libvorbis --enable-libvpx --enable-libwebp --enable-libx264 --enable-libx265 --enable-libxml2 --enable-libxvid --enable-lzma --enable-libfontconfig --enable-libfreetype --enable-frei0r --enable-libass --enable-libopencore-amrnb --enable-libopencore-amrwb --enable-libopenjpeg --enable-libopenvino --enable-libspeex --enable-libsoxr --enable-libzmq --enable-libzimg --disable-libjack --disable-indev=jack --enable-videotoolbox --enable-audiotoolbox --enable-neon
  libavutil      58. 29.100 / 58. 29.100
  libavcodec     60. 31.102 / 60. 31.102
  libavformat    60. 16.100 / 60. 16.100
  libavdevice    60.  3.100 / 60.  3.100
  libavfilter     9. 12.100 /  9. 12.100
  libswscale      7.  5.100 /  7.  5.100
  libswresample   4. 12.100 /  4. 12.100
  libpostproc    57.  3.100 / 57.  3.100
Input #0, mov,mp4,m4a,3gp,3g2,mj2, from '/Users/name/images/output.mp4':
  Metadata:
    major_brand     : isom
    minor_version   : 512
    compatible_brands: isomiso2avc1mp41
    encoder         : Lavf60.3.100
  Duration: 00:00:00.52, start: 0.000000, bitrate: 52153 kb/s
  Stream #0:0[0x1](und): Video: h264 (High) (avc1 / 0x31637661), yuv420p(progressive), 1080x1920 [SAR 1:1 DAR 9:16], 52138 kb/s, 26.97 fps, 26.97 tbr, 27k tbn (default)
    Metadata:
      handler_name    : VideoHandler
      vendor_id       : [0][0][0][0]
      encoder         : Lavc60.3.100 libx264


    


    This seems like it should be a fairly common scenario, but I have not been able to find examples of this, and the other questions about incorrect durations on Stack Overflow are about bigger differences (i.e. 3 seconds instead of 10 seconds : Wrong video duration when recording with ffmpeg).

    


    Some other details :

    


      

    • I am running this through a Node.js script with fluent-ffmpeg, but I have also tried running the commands directly in the terminal and the result is the same.

      • 


    • I am fine with the output frames being .png / .jpg / other formats.

      • 


    • I am fine with setting this to a different frame rate than the original as long as the two output videos end up with the same duration.

      • 


    • One suspicious thing is that I set -t 0.503333 when creating the video, but it doesn't seem to work as the result video shows duration: 0.519037 / 00:00:00.52.

      • 


    


    Thank you for any help !

    


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

    23 février, 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.

    What is 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.

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    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 :

    Why attribution tracking is important.

    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 :

    Pros and cons of different marketing attribution models.

    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. 

    What is a marketing attribution tool?

    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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