Marketing Performance
IMPORTANT: numbers shown in this guide, including screenshots, may differ from your reports due to different underlying datasets.
Goals
- Understand the full impact of digital marketing efforts on conversions regardless of channel
- Compare single vs multi touch attribution models
Marketing Channel Performance
Scenario: A marketing manager wants to identify the top-performing marketing channels and campaigns that generate orders and maximise revenue.
Task: Leverage Adobe's Attribution IQ to analyze downstream revenue with different models to understand which marketing campaigns are the most successful.
- Create a new panel with a Freeform Table and title it Marketing Performance. Ensure your date range is the last 3 full months.
- Drag the Marketing Channel dimension & drop it into the panel, then add in the Ad Clicks and Total Revenue metric.
Marketing channel differs from Interaction Channel - marketing channel indicates the channel the customer came from before landing on the website - usually tracked via UTM parameters. The Interaction Channel refers to the channel the customer is currently interacting on - in this case the channel in which the revenue was collected.
Remember that Total Revenue here will include offline purchases coming from identified customers in store also. See how this attribution is distributed across channels.
- In the components menu find Interaction Channel and drag it to filter the Total Revenue column.
You can see that conversions are happening across online web and mobile as well as offline at the point of sale. No conversions are coming from the call center so you can remove that column.
By default Luma use a Last Touch attribution model, but what if the customer sees multiple campaigns across different channels?
Adobe's algorithmic attribution model uses machine learning to dynamically distribute conversion credit across all marketing touchpoints. Unlike fixed models, it analyses interaction sequences to determine the actual influence of each touchpoint, providing a fractional, data-driven assessment of complex customer journeys.
- Right click on the Total Revenue column header and select Compare Attribute Models
- In attribution model settings, select the Algorithmic model, leave the container as Person and set the lookback window to Custom Time 7 days.
- Click Apply.
You'll notice the top channels often have reduced credit using this model as earlier touch points are considered for their role in influencing the purchase. Marketers can now see the full impact digital campaigns are having on conversions both online and in store
Congratulations, this completes the exercise on Marketing Performance!