Use UTM tagging and tracking to improve accuracy of marketing attribution

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 30, 2019, 7:06 AM UTC

Brands can gain insights on customers’ interaction with them when a purchase is being made.

This article highlights the importance of marketing attribution to better understand the different interactions and touchpoints customers have throughout the customer journey. It allows to determine where to allocate money and attention.

The author states that marketing attribution is getting tougher due to consumers’ usage of multiple devices, where each device may appear as a unique visitor. Further, the strict privacy and tracking regulations could affect a brand’s marketing reporting and attribution. Since most attribution is click-based, it discounts the impact of viewing ads but not clicking on them.

Marketers can achieve successful attribution by correctly setting up pixels and conversion and understanding different attribution models. They can implement a consistent Urchin Tracking Module (UTM), prioritising complete customer journey data.

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[14 minute read]