I get this question with some frequency and I am not sure this is that important.
What do you mean by conversion? Do you mean fill out a form, or do you mean make a purchase?
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I agree. There is a fixation on "last touch before X happens" and that's not helpful because it could have taken 10 touches, or 3, or 1 to get there. You'll never really know and then you optimize for an asset/channel that may only be relevant as part of a larger story. Sort of like the 10% of the iceberg is above water.
It's also a pain to keep track of!
- Nurtures have a Goal and that is your tracking point. See my slides from the summit 2016: slideshare.net/jdavidhill. If your goal is MQL, then only track that. If it is something else, that's ok too.
- Yes, you can track last asset or campaign using Trigger Tokens and IMs. The docs explain this well. You can leverage Last Interesting Moment Desc or push the Email name to a custom field on Clicks Link or whatever. You can also use Campaign Name token like this too.
- RCE - use it if you have it. Much more helpful to watch the impact of Success over time.
- Channel-Offer attribution - also I have slides on this, but this essentially requires a custom touch object and a lot of setup and reporting tools.
Jamie and Josh
Thanks for responding. I have felt we were wasting time trying to attribute conversions (form fill outs) to a specific email in a nurture campaign, and you guys have just cemented that for me. I spoke with our Demand Gen. guy who had asked me to track this and he too agrees that it's not worth the time being spent. So, no more ridiculous spreadsheet!