Why use Google Analytics or similar 3rd party tools to do marketing attribution?

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Many marketers now put dollars in multiple marketing channels viz. social media, paid search, SEO, content, display ads, etc. In B2B, marketers goal is to generate as many qualified leads as possible using those channels. So their KRA becomes the number of qualified leads generated. This means that marketers will look at which channel is contributing the most in generating leads and increase investment there.

Now although a particular channel may generate a substantial number of leads, a major portion of those leads may not convert. Hence from an ROI perspective, that channel is not efficient. Marketing attribution is used to calculate the ROI on each channel based on how much revenue each channel contributes instead of how many leads.

How do marketers here using Google Analytics or other tools such as Bizible, etc. do attribution using those tools? And why did they settle on those tools and not the alternative?
#3rd #analytics #attribution #google #marketing #party #similar #tools
  • Profile picture of the author Wile E Coyote
    I'm really not sure what your "real" question is here. It's almost like you're trying to educate/teach in the beginning then ask generic questions towards the end. You seem to know some terms about marketing, but I think you're over complicating things.

    Using lead flow as a KPI (or KRA as you put it) is just a proxy for sales companies can use when their sales cycles are long or drawn out. B2B companies in particular may have month(s) long sales cycles. It's inefficient to use sales as a driving metric down the road. Most businesses who rely on their back end numbers know how much (in general) they can pay for a lead and use that to drive their marketing campaigns.

    I'm not sure why you would assume that the majority of marketers use a certain set of tools to measure performance. It all depends on the organization and how they are set up. I utilize Google Analytics for a lot of my tracking, but when it comes to sales, it's all about utm parameters and cohort tracking.
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