This sort of situation, you may want to use a First Click model to see which paid channels are producing the best results. Retargeting just helps ensure that you aren’t losing potential customers to distractions, but the real sell is happening on that first click. LINEAR As you can probably imagine, single-touch models are a little too simplistic for most businesses. Your typical website gets clicks from all kinds of places: organic search, paid search, paid social, organic social, affiliate links, email campaigns, display ads, offline sources (which usually show up as direct traffic), referring domains and more.
Many companies, a new lead or sale whatsapp database may be the result of many clicks or touchpoints. To account for all of those touchpoints, you need a multi-touch attribution model. The simplest multi-touch attribution model is the linear model. In this model, each click is given the same amount of credit towards the final conversion. So, if someone finds your blog organically on Google, signs up for your email list and clicks on a link, then clicks on a retargeting ad on Facebook and snags a promotion code, then later searches
Your business online and clicks on a paid search ad before they enter their promotion code and convert, here’s how much credit would be given to each of those touchpoints: SEO: 25% Email: 25% Facebook Ads: 25% Google Ads: 25% The linear model certainly gives you a more holistic sense for which channels are involved in producing a conversion, but it’s still pretty simplistic. Was that email click really as valuable as the click in response to a Facebook ad promotion? How about that final, high-intent search on Google? To be honest, it all depends on your business, but odds are that not all of these clicks were equally important.