How to measure attribution?

Here's how to start using attribution for measurement:

1. Implement tracking: Set up event tracking and UTM parameters for campaign tracking.

   
   

2. Leverage attribution Tools: Commonly used tools include Google Analytics, Adobe Analytics, WorkMagic, AppsFlyer, and Branch.

   
   

3. Choose an attribution model: Commonly used models include last-click, linear, data-driven, and WorkMagic's Incrementality-based Attribution.

   
   

4. Measure key metrics: Your key metrics might include: conversion rate by channel, return on ad spend (ROAS), customer acquisition cost (CAC), and marketing efficiency ratio (MER).

   
   

5. Analyze the full customer journey: Map out all touchpoints leading to conversion and identify patterns in successful journeys.

   
   

6. Conduct incrementality testing: Standard attribution models don't measure incrementality, so to do so you need to run incrementality tests. WorkMagic's Incrementality-based Attribution makes it simple to run incrementality tests and have the results automatically applied to calibrate your brand specific attribution model for incrementality.