Consider this: Here’s your usual journey to work. You walk to the bus stop. You take the bus to the station. You take the train. You walk from the station to the office. If we were using the Last Click model and I asked you “how did you get into the office?” Your answer would be “I walked.” This completely disregards and discredits both the bus and train journey. Whereas with a linear attribution model, where there are multiple touchpoints in a consumer journey, all touchpoints are given equal credit for the conversion.
Last year Akero changed all conversion actions to linear attribution modelling in order to drive the best performance of our campaigns, and gain a more accurate understanding of how multiple touchpoints in the audience’s journey work together to deliver conversions. We know better understanding, means better results. But let’s take a look at all the benefits that come with opting for a Linear Attribution model and why it’s the only way to go.
With a linear attribution model, where there are multiple touchpoints in a consumer journey, all touchpoints are given equal credit for the conversion. This allows us to:
Optimise our campaigns towards all the touchpoints, ensuring the full online journey is taken into account.
In other words, we can give credit to activity that, in other models, we may have seen as not performing well since little conversion would come for that individual tactic. Therefore potentially unknowingly removing part of a journey that was in actual fact incredibly important in the conversion journey. Linear attribution modelling considers the student online behaviour and allows for this multi-touchpoint conversion.
And because we’re Google premier partners, we know Google has seen marketers who have moved beyond last-click on Search are receiving 5% more conversions on average, at a similar cost-per-conversion.
By knowing which keywords assisted towards a conversion instead of pausing them, we are now able to keep them live and adjust bids accordingly while knowing that in a later stage they will assist a conversion.
This modelling provides us with an understanding of the impact other interactions that occur throughout a student’s online journey have, beyond what they last clicked.
If you would like to know more about how Akero and linear attribution modelling can supercharge your next student campaign and understand student online behaviour more than ever, get in touch today.