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A new approach to marketing attribution

Improve your marketing campaigns by understanding the incrementality of your traffic sources, campaigns, and keywords. Incrementality is often expressed as a percentage, which can be seen in a KPIs. This number gives marketers an immediate insight into the performance of different marketing activities. It helps them compare the performance of paid and organic campaigns. Sometimes it’s hard to figure out if your marketing is working. With the help of incrementality, marketers can see which traffic sources and keywords are bringing in the most added value. The percentage of incremental value tells you how much a campaign or keyword is helping your business. This helps you choose the best marketing activities, which in turn will help you get the most out of your marketing dollars. So what is the difference between attribution vs incrementality?


You may have a traffic source that creates a lot of visits, but is it adding to the customer journey? The incrementality of a traffic source is what percent of a customer’s journey should be attributed to it if it were part of their journey.


When customers find themselves in this position, they are seeking for a voucher code, not completing the order. They open a new tab in their browser and then go to Google to search for one. Here they find what they need and enter it, finishing up the order. If customers see a field in which they can enter a voucher code, they may run away before you’ve had the chance to close the sale. A common example of this is when a customer puts items in the cart but then sees a field that asks for a coupon code. The customer may abandon their cart and search Google for a voucher code. The searcher query might be: “brand” and discount code and the customer will find one.


To summarize, attribution is the process of giving credit to different touchpoints in a customer journey. The data is used to show which touchpoints are most effective and how much credit they should get.


Marketing attribution and incrementality is, simply put, the ability to compare the performance of different channels and different marketing activities. Getting attribution and incrementality insights is important, but it’s not enough to leave it at that. Once we have this information, it’s necessary to take action. In order to turn these insights into actions, marketers need to look to the value of touchpoints. As discussed before, marketers need the value of a touchpoint in order to find marketing attribution and incrementality.