An overview of Attribution

Attribution is available on the following plans: 

  • Professional 
  • Enterprise

Attribution helps you measure marketing activities that had an impact on getting a contact to achieve a desired business objective. With Attribution, you can measure the conversions and touchpoints that led to a conversion. 

What does Attribution do?

Attribution by ActiveCampaign allows you to explore what touchpoints (traffic sources) helped drive your contacts to achieve a conversion.

In the contact record, Attribution will display a list of the conversions a contact has achieved, and what touchpoints played a part in getting the contact to achieve that conversion.

Attribution exposes conversions in the segment builder. Having conversions available in the segment builder allows you to quickly search for contacts that have (or have not) achieved a conversion event.

Attribution also exposes touchpoints in the segment builder. Having touchpoints available in the segment builder allows you to quickly search for contacts that have visited your website from a particular traffic source, like a specific ad, campaign, medium, or channel.

Attribution also exposes a new Conversion automation trigger. You can use the “Conversion occurs” automation start trigger to start an automation when a contact has achieved a specific conversion.

What are conversions?

A conversion is an event that you are trying to get a contact to do. This could be a visit to a specific page on your website. It could also be when an anonymous visitor becomes a known contact, or when a contact performs a specific action in an automation. 

A conversion can have an attributed value. For example, if you know that 1 in 10 contacts that subscribe to your newsletter end up spending $200, then you might give a “Newsletter subscription” conversion a value of $20.

What are touchpoints (traffic sources)?

Traffic sources are how your customers find your website. They are made up of a combination of paid traffic sources, (Google AdWords, Facebook Ads, Bing Ads, etc) and organic traffic sources. This can include a Quora answer, links from guest blog posts, reviews of your products on external sites, or social media posts.

Knowing the sources of your contacts is useful. It helps you learn where your best contacts come from so you can focus your efforts on getting more contacts from those places.

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