Just Ask Ian: Unlock long-term first touch attribution with SegMetrics

Video Transcript

Is it possible to determine first touch attribution months or even years after a customer has entered into your marketing funnel? Well, with SegMetrics, you can.  

It’d be ideal if customers would make a purchase the first time they visit your brand or website. But we all know that’s very rarely the case. It’s more common for them to pop in and out of your marketing funnels for weeks, months, and even years before making that first purchase.

Why is it critical to accurately attribute your purchases, even if they happen long after that first initial interaction? Two reasons. 

• First, complete and accurate attribution allows you to identify the real value of each piece of your marketing. Did an early blog post spark interest? Did a targeted ad nudge a conversion? Or did an influencer’s comments send them your way? Without that full picture, it’s impossible to really understand which levers are driving your business forward.
• And second, you’re investing time and money into different marketing channels, campaigns, and activities. That really begs the question — which of those activities are making you money and which are losing money? Knowing when, where, and how your customers are converting long term allows you to double down on what’s working and re-strategize what’s not.

If your analytics can’t give you accurate long term attribution, you’ll never have a full view of your marketing.

Now, let’s go over how to set this up in your SegMetrics account. 

First, ensure that your SegMetrics tracking pixel is installed on all of your landing pages and checkout pages. This will ensure accurate attribution across all of your marketing channels. 

Next, the new lead report can help you analyze this data. Filter the timeline for any metric you want to track over an extended period. This way, you’ll be able to attribute purchases made long after initial contact. 

Next, you can set your attribution model to consider all clicks, first visits. The model will adjust to accommodate touchpoints that may have occurred months or years prior to the conversion. 

Remember, the key is consistency and integration, so your data continues to flow no matter how much time passes.

Marketing is a long game, and with the right tools, you’ll win. And thanks again for watching, and until next time, keep unlocking those hidden profits.

Next Steps

First, go like this Just Ask Ian video on YouTube. And I encourage you to subscribe to the @SegMetrics YouTube Channel. 

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