Why Tracking Web Conversion Is Only Half the Problem — Jules Tompkins // Callrail

Quotes

• “What we see boldly in the data is that when consumers initiate a transaction-based conversation with the business, they have preferred to do it over the phone.” - Jules “Marketers have perhaps, unintentionally relegated ‘calls’ to being a lower or lesser priority in the attributions set up but it betrays a very obvious gap in that attribution puzzle.” - Jules“First touch attribution is an important thing to measure but understanding which channels are generating actual transactions for a business, understanding the multi-touch attribution picture, that’s what the holy grail is.” - Jules “I think that the general problem of marketers on why they need attribution is to assign value to the various channels. But what’s happening is, most marketers look at ‘last touch’ attribution as the system of record if they have to pick one.” - Ben“Selecting an attribution model that works best for a business is certainly a tricky endeavor.” - Jules“Choosing one (attribution model) that is going to be your best practice or north star in your marketing evaluation is correct but I also think toggling between different models to try to glean insights that perhaps one model isn’t surfacing for you is also worthwhile.” - Jules“As you’re thinking about setting up your tracking infrastructure, your marketing attribution platform, building out one system and having a single source of truth cannot only tell you where your leads are coming from but also how they are converting.” - Ben