As marketers, we would love to know how all of our leads originated. Far too often, PPC gets the boot with poor cost per lead (CPL) figures, and can be mostly blamed on attribution issues. Attribution is simply defined as assigning credit to the source which generated the initial (or final) action. So for example, let’s say you’re running a paid search campaign and you get 100 new visitors to your website. However, only 2 of them make a purchase. Unbeknownst to you, an additional 5 purchases came in over the next 7-10 days, but the source was either “direct” or from some organic search term. In this case, the marketer might attribute 2 sales to PPC, and 5 to SEO, and SEO might win in terms of lower cost per lead. So what’s the solution?
Multi-Channel Analytics & Funnel Analysis
Google recently launched a new feature which attempts to solve this attribution problem, and show improved ROI on AdWords. Of course, Google is always interested in finding ways to show PPC really does work, and in this case, rightly so. But check this out. If you’ve properly tied your AdWords account to your GA account, and setup goals, you will see this Venn diagram. You’ll find it under the Conversions section.