Channel Attribution Dashboard Overview

Overview

Are you tired of using last-click attribution methods to report on how your marketing channels are performing? Well you're in luck, because the Channel Attribution dashboard template allows you to choose from multiple attribution models and apply methods that better reflect how your media is working together.

The purpose of the Channel Attribution dashboard is to compare how different attribution models effect the overal value of your marketing channels. Seeing value attributed using a multi-touch model can really provide a more realistic analysis of how channels are working together or supporting one another in a customers journey to conversion

This report includes the following data sources:

  • Web Analytics
    • Google Analytics - User Level Conversion Paths
  • Paid Search
    • Bing Ads
    • Google Ads
    • Google Search Ads 360
    • Yahoo! Gemini
  • Paid Social
    • Twitter Ads
    • Facebook Ads
    • LinkedIn Ads
    • Snapchat Ads
  • Display
    • Google Campaign Manager
  • Traditional or Other Digital:
    • Traditional Media via Google Sheet
    • Digital Media via Google Sheet
  • Additional source can be mapped into the dashboard but may require some support

Exective Summary

This dashboard will tell you:

  • Where should I invest marketing dollars to get the best return on investment?
  • Which channels are driving the most conversions? The most value?
    • What is the value AND return on investment of each channel based on the last interaction?
    • What is the value AND return on investment of each assisting channel (interactions prior to conversion)?
  • On average, how many interactions does it take to generate a conversion? How many days?
  • Which channels work best together to drive conversions?
  • Which channels are better at assisting vs. closing?

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Datasets

v_ga_mcf (user level Google Analytics paths to conversion)
v_oneview_media_and_conversion (aggregated and prepped media performance data)

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