Attribution models are important to search analytics. Essentially, the attribution model describes the rule or methodology by which you give credit for a sale or a conversion. The two most common forms of attribution models are first click and last click—both of which are fairly self-explanatory. In brief, here’s what we mean when we talk about first click and last click attribution:
- In first click attribution, 100 percent of the “credit” for the conversion is given to the initial touch point that began the conversation.
- In last click attribution, meanwhile, all the credit goes to the final touch point—basically, to the last thing the customer clicked on before the sale was closed.
Why Attribution Matters
All of this may seem a little technical, or perhaps even a bit semantic. Your first thought might be that the attribution hardly matters; what ultimately matters is just that the conversion happens, right?
Well, think in terms of the money that big SEO firms are bound to pay to create content and ads that target different keywords. If that’s your money you’re spending, you would obviously want to know which of these terms is bringing in the sale, and which isn’t. That’s where attribution matters, and that’s where it becomes important to know whether credit for the sale goes to the first keyword that brought the user to your site, or to the keyword/content that actually convinced them to buy.
First Click vs. Last Click: Which Matters More
Of course, if you spend a lot of time reading SEO blogs, you will find passionate proponents for both first click and last click attribution models—people who will tell you that one or the other is more important. These arguments can often be compelling, on both sides, but our position at Sefati Consulting Group is that you ultimately need both to have an effective attribution model.
Why? Because it’s important to create a sales funnel that leads the user through a natural progression. You need to educate the user, prepare him or her to buy, and ultimately close the deal with a strong call to action—that’s all Marketing 101-level stuff, and it plays into the way we think about attribution. When you view the entire buying experience as a seamless customer journey, first clicks and last clicks become equally as important.
Application for SEO
Using tools such as Google Analytics, it is possible to construct both kinds of attribution models—and that’s something that can only help in your efforts to optimize for content and keywords. Using data from both ends of the sales funnel will help you construct an ideal customer journey.
For help understanding any of this, or constructing attribution models of your own, don’t hesitate to give our team a call. Sefati Consulting Group will gladly help you develop a strategy that takes seriously both first clicks and last clicks.