theMediaFlow Managing Director Nichola Stott gives an overview on conversion attribution in this edition of CalvinAyre.com’s Content Marketing Tip of the Week.

If you’re investing in content marketing and it is paying off in driving visitors to your website it is important to understand if those visits are then paying off in merchant sign-ups.

Whilst your affiliate programme will track referrals and sign-ups it is important that you use attribution modelling for more insight to your visitor behaviour. Rather than a “last click wins” model which is the default for most web analytics systems including Google if you configure your different touch points you can assign a percentage stake in the conversion to an additional touchpoint which gives much greater insight into the value of creative content in the digital marketing mix.

I recommend starting here for background on different conversion click models and setting them up in Google Analytics.