Scorecard for Paid Media Marketers [How Do Your Campaigns Compare?]

bizible

The scorecard items associated with an attribution solution are: Anonymous first-touch tracking. Lead-create touch tracking. Opportunity-create touch tracking. Closed-won touch tracking. They range from single-touch models (first-touch, lead-create, or last-touch) to complex full-path modeling systems that track touchpoints throughout the entire funnel, attributing revenue credit in a weighted fashion.

63 Digital Advertising Terms Every Marketer Should Know

Act-On

Attribution : The goal of attribution is to identify which touch, of the many possible, is most (or partially) responsible for a conversion, so ROI can be calculated. First touch, last touch, and multi-touch are common attribution models. With first-touch attribution, the ad would get the entire credit for the sale. With last-touch, the phone call gets all the credit. With multi-touch, the ad, the email and the phone call each get partial credit.

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The ROI of Paid Social Media Ads

Marketo

You can pay for advertisements on a cost-per-click basis (CPC) or an impressions basis (CPM). First-Touch Pipeline (FT Pipeline) allocates the entire opportunity to the Program that sourced the primary contact for a deal. While that can be useful, we pay more attention to Multi-Touch Pipeline (MT Pipeline). Here are our results; as a rule of thumb, we like to see a ratio of multi-touch pipeline to investment greater than 10X.

63 Digital Advertising Terms Every Marketer Should Know

Marketing Action

Attribution : The goal of attribution is to identify which touch, of the many possible, is most (or partially) responsible for a conversion, so ROI can be calculated. First touch, last touch, and multi-touch are common attribution models. With first-touch attribution, the ad would get the entire credit for the sale. With last-touch, the phone call gets all the credit. With multi-touch, the ad, the email and the phone call each get partial credit.