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<\/p>\nWe\u2019ve had the distinct pleasure of speaking to or working with thousands of organizations, big and small, from coast to coast, but the same issue seems to surface time and again: seldom does the organization have any knowledge of where its leads are coming from.<\/p>\n
Lead-source attribution is a common source of pain for many business owners. And senior living communities, unfortunately, are not immune to this troubling trend.<\/p>\n
What we\u2019ve learned, specifically, is that communities are not only unaware of or unable to identify the source of a majority of their leads, and in some cases a community feels that the Internet isn\u2019t really a driver of many of these engagements.<\/p>\n
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For many in the industry, a bulk of their leads originate from community directory websites like A Place for Mom, Senior Living, Caring Advisor, and many more.<\/p>\n
Which begs the question: If these communities were properly educated about the immense potential of the Internet and then took the steps to implement proper lead-tracking to learn more about the origins of their leads, how many opportunities would be uncovered to drive further engagement through their own websites?<\/p>\n
When it comes to the potential of your community\u2019s website, do you know where your opportunity for growth exists?<\/p>\n
As a data-driven agency, Digital Strike has always made it a priority to properly set up channel attribution for all digital marketing channels because, without accurate lead source data, it\u2019s tough to make map your business’ customer journey and make strategic decisions that are crucial to long-term growth.<\/p>\n
First-touch or last-touch attribution modeling can throw entry-level marketers for a loop. Metrics may be fuzzy, depending on which attribution model each tool is using. Using multi-touch attribution tools to track each digital touchpoint contained within the customer journey across all campaigns is easier when you understand the difference between attribution models.<\/p>\n
This attribution model is simply tracking the first digital touchpoint that a customer interacts with and claims credit for any action taken on-site. For example, if a user has never been to your website until clicking on a paid search ad, this source would claim the credit for the conversion, even if the user came back via organic search<\/a> to make the official conversion.<\/p>\n Very similar to the aforementioned, this attribution model is simply tracking the last digital touchpoint that a customer interacts with and claims credit for any action taken on-site. Following the above example, organic search would be credited with the conversion in this model.<\/p>\n Other attribution models include linear, position-based, last non-direct click, and time decay. You can test out different attribution models using Google’s Multi-Channel Funnel Model Comparison Tool<\/a> within your Google Analytics account.<\/p>\n Find the right attribution model that fits your business goals and marketing activities and use it to your benefit. But before you start claiming all new leads to a specific source or a new campaign, make sure there are proper UTM parameters in place and each marketing effort is properly tagged in your Google Analytics account so you can clearly see the conversion funnel in place.<\/p>\n This attribution does two things: It allows you to see where all your leads are coming from and keeps us accountable as a marketing partner and organization.<\/p>\n Here are a couple of scenarios in which proper tracking and lead attribution can provide greater insight:<\/p>\n Justify the success (or failure) of channel performance<\/strong><\/p>\n Bolster (or uncover flaws in) your sales team\u2019s performance<\/strong><\/p>\n Help you identify — and leverage — trends in channel performance<\/strong><\/p>\n When any organization, in any vertical, engages with us, we always start with both a website audit and a marketplace audit.<\/p><\/blockquote>\n We generally see the same issues across the board \u2013 lack of information for discovery within Google Search on the website & lack of proper tracking for lead engagement.<\/p>\n We always ask ourselves, and any organization, some variation of these three questions:<\/p>\n Once call tracking and web form tracking is set up, the data starts flowing in with each new engagement. The third-party tool we use will tell us whether that call originated from a user searching in Google and then visiting your site. Or, if you are running a Google Ads campaign<\/a>, you can see what term was used to see and click on your ad, visit your site, and then fill out a form.<\/p>\n It\u2019s important to be able to separate out where these two engagements came from because they both came from Google but from two different channels: organic and paid.<\/p>\nLast-Touch Attribution Modeling<\/h3>\n
How Lead-Source Attribution Can Help Your Business Grow<\/h2>\n
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\nYou\u2019re putting time and money into lead generation efforts, so why not hold everyone accountable?<\/li>\n<\/ul>\nAttribution models provide three crucial benefits to your organization:<\/h3>\n
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\nLet\u2019s discuss these three benefits, the insights you can gain, and an example of how eye-opening these insights have been for one of our assisted living communities.<\/p>\nStrategic Decision Making<\/h2>\n
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\nIf you don\u2019t have this type of in-depth tracking for your website, don\u2019t worry \u2013 we always set up all the tracking within the first month of engagement.<\/strong><\/li>\n<\/ol>\n