From channel-based attribution to pageview-based attribution

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If you're interested in what your customers do on your website before they convert, you need to dig into data related to pageview distribution analysis. Unfortunately, GA4 won't do that for you, so you'll have to l paraguay mobile database ook elsewhere.

It is ideal to use web analytics in your web interface for this. Do not forget to identify the conversion goal and identify the conversion pages. For an online store, it is possible to exclude pages confirming the order in the cart from conversion pages, i.e. the overview of products in the shopping cart, the billing page, the order confirmation page, or other intermediate steps that the visitor must take each time to achieve the conversion goal.

The purpose of pageview analysis is to understand where users navigated on your website before becoming your customers and achieving your conversion goal.

Prepare your data for attribution analysis
The prepared data needs to be summarized and processed into the following format:

The first column shows all page view sequences. Ideally, use the URL or path to the page.

The second column shows the total number of conversions that resulted from a specific page view path.

The third column shows the total monetary value of conversions from a specific page view path.

The last column shows the total number of times a particular page view path failed.

Build page-level attribution models
To build page-level attribution models, the open-source ChannelAttribution library is ideal. Simply log in to the web application and start uploading data and building models.

The easiest way to get started with this library is to click the Load Demo Data button at the beginning. This way you can try everything out. After creating the model, you will be redirected to the Output tab, which shows attribution results from four different attribution models – first touch, last touch, linear and data-driven (Markov chain). Then download and save the data for further analysis.

Analyze your attribution data
Organize pages into groups

The first step in analyzing attribution data is to group pages into individual groups. Depending on the number of pages, it makes more sense to do this step first. However, if you have few pages on your website, you can analyze them directly by individual pages.

Each page group can contain from one to an infinite number of pages, as long as it makes sense for the individual group.

Identify the inputs and outputs of conversion paths

It's time for analysis. First, identify the pages through which your potential customers enter your website and the pages through which they reach the point of conversion.

Pages that have particularly high first and last touch attribution values ​​are the starting and ending points of conversion paths.

Discover other sites with a strong influence on customer decisions

Once you know the start and end points of your conversion paths, it’s time to discover other pages that have a strong influence on customer decisions. You can use a Markov chain to do this. The pages that are most visited are likely the ones you’re looking for. These pages are also prime candidates for conversion rate optimization (CRO), which can help you increase your conversion rates.

Final summary
Multi-touch attribution allows businesses to understand the importance of different marketing channels and identify potential opportunities for further improving the conversion process.

Start with channel-based attribution analysis through Google Analytics, then explore the details of the customer journey towards conversion completion with pageview-based attribution.

Don't think long about which attribution model is right, use a combination of them, because each of them reveals different aspects of the customer journey to successfully achieving the conversion goal.

If this issue is really complicated for you and you need help with it, do not hesitate to contact our team of experienced experts who already have a lot of experience, can help you with your problems and bring a large number of new customers to your website.