Attribution: Revamping Your Attribution Strategy with Luke Carthy (episode 226)
by Chloe ThomasLuke Carthy started his eCommerce career client side, then after being invited to speak at MozCon 2019 he decided to go at it alone. He now spends his days helping his clients deliver sustainable eCommerce growth with SEO and CRO. Which at the moment includes ME – yes Luke has spend the summer helping me with the eCommerceTech.io rebuild – making sure our SEO, analytics, and cookie stuff is bang on.
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Dive in:
[05:53] Early warning system indicates analytics tracking issues.
[09:10] Apple stricter on data-sharing; makes attribution complex.
[10:58] Privacy changes, Google Analytics updates, economic shift impacts.
[17:46] First user channel indicates initial site discovery.
[21:02] Consider all attribution models in customer journey.
[24:05] User ID helps unify multi-device user data.
[27:11] Attribution report reveals complex, multi-touchpoint conversion process.
[30:02] Insider Tips from Luke!
Attribution is More Complex Than Ever
Luke emphasizes that the days of simple, single-channel attribution are over. With the increasing complexity of the customer journey and privacy regulations, accurately attributing sales is a challenge. He highlights the importance of considering multiple touchpoints and channels to get a more accurate picture.
Focus on Patterns, Not Single Channels
Instead of obsessing over which specific channel drove a sale, Luke suggests focusing on patterns and trends across different channels. This holistic approach provides a better understanding of how different marketing efforts contribute to the overall customer journey.
Leverage First-Party Data and Advanced Tools
To improve attribution accuracy, Luke recommends utilizing first-party data like email addresses and user IDs. Additionally, he emphasizes the importance of leveraging tools like the User ID parameter in GA4 and Conversion API to connect user data across different devices and platforms. This allows for a more comprehensive and accurate view of the customer journey.
Listen to hear Luke’s Insider Tips on Attribution!
Interview links
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