In many cases, only the traffic source immediately before the CV (last touch) is credited as a conversion.With this approach, the structure tends to become one where "branded search takes credit for conversions," causing SEO and display advertising that function in the awareness and consideration phases to be undervalued.Creative Drive CRO's attribution analysis lets you switch between three models—first touch, last touch, and linear (equal distribution)—to evaluate channel contribution from different perspectives using the same conversion data.You can understand which channels are acting as "entry points" and which are serving as the "final push," and use this information to make budget allocation decisions.
We solve these challenges
- Branded search and retargeting ads are taking the majority of conversions, making it impossible to make investment decisions for upper-funnel channels
- Using only the last-touch model, making it impossible to prove the contribution of SEO and content with numbers
- Using multiple channels in combination, but unable to quantitatively compare the contribution of each
- Unable to track contact history during the long consideration period for B2B products
What you can do
- First touch, last touch, and linear (equal distribution) — three types
- Measurement window is 30 days
- Separate sessions by 30-minute intervals and external referrers
- Use the same concept across reports
How it works
The attribution analysis of Creative Drive CRO uses session data collected by measurement tags to record the contact history (touchpoints) leading up to conversions.You can switch between three models on screen to re-evaluate the same data: First Touch (100% credit to the first source), Last Touch (100% credit to the most recent source), and Linear (equal credit distributed across each touchpoint).The lookback window is set to a standard 30 days, and contact history within that period will be the subject of analysis.A session boundary is defined by 30 minutes of inactivity or a change in external referral source.
Use it in situations like this
Re-evaluate the contribution of SEO and display advertising with the first-touch attribution model
In the last-touch model, branded search and retargeting ads tend to dominate conversions, but switching to a first-touch model reveals the contribution of awareness channels (blogs, display, and social media).It can be used as a basis for appropriately allocating budgets to upper-funnel initiatives.
Fairly compare CPA across each channel with equal distribution
This model evenly distributes CV results across multiple channels based on the number of touchpoints, allowing you to compare the CPA of each channel.It can be used as a basis for deciding "which channels to increase investment in" and "which channels to scale back."
Capture customers with long consideration periods using a 30-day lookback window
For B2B products and high-ticket items, it often takes 1 to 2 weeks from the first touchpoint to conversion.By setting a 30-day lookback window, you can accurately track the contact history of customers who converted after a long consideration period.
Getting started
Install the measurement tag on all pages
Install measurement tags on all pages.Touchpoint recording only applies to pages where the tag is installed.By placing it on all of your landing pages, main site, and blog, you can record contact history to the fullest extent.
Set up conversions
Set CVs such as inquiry form submissions, document downloads, and arrivals at specific URLs.If no CV is set, contact history will not be used in analysis.
Open Attribution Report
Open the Attribution Report from the Reports menu.The default is displayed with the last-touch model.
Switch models to compare channel evaluations
Switch to the first-touch and linear attribution models to check how the CV contribution count and CPA change for each channel.Channels with a large difference from the last-touch model are those functioning as the "final push" or "entry point."
FAQ
Related features
You can try it with your current site as-is
You can start by placing a single line of tag.
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