As online marketing has grown in importance the question of how to attribute the resulting sales has become more and more challenging. Many businesses don’t even track it, which can be a costly error. The aim of attribution is to solve the ‘I know half of my marketing spend is wasted but I The importance of attributing e-commerce sales
How should I start attributing my marketing?
If you’re not looking at attribution then you’re over-counting your sales, and spending on marketing that isn’t really working for you. And until you start using Web Design Southport attribution then you can’t fix that. So, where do you begin? Google Analytics offers a free package that is relatively simple to use, offering a good starting point for start-ups. Once installed, there are five easy steps that can be followed to help you understand your marketing performance: Step one: Make sure you’re tracking the conversions that happen on your website.
Once all that’s set up you need to sit back and let the data roll in. Step two: While you’re waiting, identify each of the ways you are getting traffic to your website (email, social media, flyers etc.). Step three: Then work out how much each costs you every month (both the money and the time). Too many start-ups undervalue the use of their own time or haven’t considered applying a ‘cost’ to what takes up their day. Step four: Ensure you can recognise each source of traffic in your Google Analytics account (look at the traffic sources report).
You will need to tag some of the links – with some systems this is easy (you can link your Google Adwords and Google Analytics accounts), with others you’ll need to create the links yourself – type “Google URL builder” into the search engine for the tool you need to do this. Step five: Now you can see in Google Analytics which traffic sources are driving your sales/leads. If you want to see how the marketing channels each help with the sales then take a look at Google’s Assisted Conversions & Top Conversion Paths reports – in Analytics go to Conversions / Multi-Channel Funnels. Here you can see how all the marketing activity works together to drive your sales.