Do you have tools in place to get a full picture of the multi-channel journey your customer may take to make a purchase? To tell what campaigns brought customers who made not only a first purchase but also second and subsequent ones?
We had these same questions and more when we launched Navago, our multi-vendor marketplace for natural, organic, and wellness products. We wanted to get positive results from every campaign, but we were willing to subsidize the first purchase if subsequent ones put us in the black.
Because the metrics we needed weren’t available, we set out to develop an attribution platform that covered our own needs (and many more as it turned out).
Having built it for ourselves, we realized that others could use it too.
Our goal was to provide a new dimension for analyzing and understanding campaign performance … by providing the visibility needed to understand the staying power of each channel or platform used to recruit and re-engage customers over time.
Most attribution software falls short, making it impossible to connect the dots from one purchase to the next. Data is just data if it misses the point because it presents every purchase as a disconnected event.
Dimensions Attribution is built on AdAmplify’s mission to provide our users with the metrics to understand performance at every layer down the campaign stack. Our analytics provides a new dimension for optimizing your campaigns. Which allows you to focus your time and money on the top producers, and remove or re-configure unproductive and costly initiatives.
Understanding the Steps Leading to Each Purchase
User Journey Report
Our graphic representation of the touchpoints (user interactions) from one purchase to the next gives you a visual picture of the paths leading to each conversion. Our user journey report allows you to understand the touchpoints that each user followed to the most recent purchase (and hovering on each gives you the details).
Why Is This Important?
Our User Journey report gives you an appreciation for what paths have produced your highest (or lowest) total purchases. Grouping like touchpoints gives you an understanding of the most direct (least) paths to conversion, or the longest. Each touchpoint has additional embedded information (e.g., the date and value of a purchase, or the date, channel and campaign of a Paid Search) so you can gain a better understanding of each path.
Drilling Down from Multi-Channels to Campaigns & Sub-Campaigns
Channel/Campaign Performance Reports
We add the dimensions to provide an understanding of how each Channel, Campaign, and any underlying sub-campaigns (such as ad groups and ads in Paid Search) are performing in converting that first purchaser to a recurring purchaser.
We also provide the ability for you to assess such important metrics as the lifetime value of customers attributed to each channel, campaign and its sub-groups, and each campaigns conversion lag and touchpoints.
As well, Dimensions provides the average conversion lag time (number of days for a user to purchase on your site from first touch) and the number touchpoints (each interaction with to your store’s website) for each channel and campaign/sub-groups) … all in one dashboard.
Why Is This Important?
A richer and deeper set of data means better tactical and strategic decisions for optimizing conversions for different performing campaigns and sub-campaigns. You can now see campaigns that deliver short-term value and those that rewards the long-term play. You can now assess the true performance of a channel or campaign over time and make informed decisions around the extent to which you are willing to “subsidize” that first purchase.
Understanding Your Site’s Performance Metrics
Conversion Lag Report
As well as providing the lag time for conversions on the channel and campaign levels/sub-levels, we also provide a LagTime Conversion report for your online store as well.
Why Is This Important?
This report gives you an overall picture of the average days to conversion on your site. There are many reasons why the lagtime may skew to one extreme or another (type of product, type of campaign, characteristics of your site) but understanding the average and analyzing the reasons for it should help you when assessing the lagtime for individual channels or campaigns.
Touchpoints Report
Again, in addition to reporting touchpoints at the channel/campaign levels, we also provide the touchpoints for overall conversions on your online store.
Why Is This Important?
Knowing your store’s overall percentage of touchpoints gives you a reference point to compare the touchpoints for each of your campaigns, and any sub-levels, and to consider modifying strategies for campaigns that have considerably more touchpoints.
Technical Stuff
Our tracking technology provides each website/store with their own unique scripts and identifiers. Other attribution products use the same script for multiple websites/stores. This repetitive use of the same script opens these scripts up to being blocked by browsers and ad blockers because they can be seen as trackers.
Integrations
Shopify:
Unlike many other attribution products, we do not use scripting to gather data from Shopify. Instead we are fully integrated with each store’s customers, products, and orders. This integration through Shopify’s API ensures that the data on your attribution reports accurately reflects that in your store.
We also integrate with these platforms through their APIs:
- Google Ads
- Bing (coming soon)
Attribution Models
- First Click
- Last Click
- Linear
To arrange a demo/request a call:
Fill in our form and we’ll book a time to demo and discuss the fit for the products you’re interested in
