Social Media and Attribution

Posted on April 11, 2016 by


Social Media and Attribution

According to EyeforTravel, the average hotel search is 17 days / 18 sites / 8 sessions / 16 clicks, but does social media get credit in your Analytics program? Unless you’ve done some attribution model modifications, it’s not likely.

Adweek’s post on social media selling says even in a mobile world, social commerce’s impact on branding, not the direct sales from social, is what’s keeping merchants on board.

ThinkWithGoogle’s Customer Journey To Online Purchase interactive tool  (P.S. If you haven’t already tried all of the combinations of industry, business size and channel by country when using this tool, you have to check it out!!)

So how do you adjust your attribution models to take into account every channel that contributes to a sale or other conversion on your website? That’s what we’ll discuss during this week’s #SMChat Twitter chat.

  1. Is social media more of a branding effort or can you tie it back to direct sales?
  2. Have you ever changed your attribution model? Why or why not? (And yes, “I didn’t know you could do that” is a valid answer.)
  3. Where is social media included in your customer’s journey to purchase?
  4. How do mobile customers’ attribution models differ from desktop customers?
  5. What reasons besides direct sale attributions would encourage a company to keep social media in the marketing mix?

Join us Wednesday, April 13, 2016, at 1P ET to discuss these questions and many more! Can’t join us on Wednesday or have a question you want answered before the chat? Please leave a comment below – we’d love to hear from you!