Last click attribution model has always been debated. In a natural buying cycle an end user would tend to research for the products over various networks. The user is than exposed to various campaign across Search Engines, Meta Search Engines, Content Network, Email Campaign, Re-marketing Campaign etc.

Now once the user is being exposed to various stages of product research till product purchase life cycle, he is exposed to different Campaign. The million dollar question would be Who should be credited for the Purchase made?

There are two different approach -

• Last click attribution method.
• Measure Micro Conversion.

 Usually in a natural buying cycle while research is being made often keywords search funnel could help track Keywords during buying cycle. Similar approach is to be used for tracking micro conversion. Tracking which campaign assisted in executing the conversion.

Advantage of Measuring Micro Conversion -

• Justice towards the campaign which is exposing the user during the purchase cycle. Mostly the probable consumer conducting research once exposed to the Ads would tend to return back and the probability of user returning via Brand Campaign is higher.
• Higher Click Trough Rate and Lower Conversion rate isn't an impression that Campaign is under performing.
• Not optimizing the Campaign based on the last click attribution method would lead towards increase in conversion.

How to Major effectiveness of Micro Conversion -
To measure the micro conversion a simple approach would be by measuring the impact of the traffic being send across in one particular domain via a channel should to be monitored.

For instance, several  Campaign are running across various channel like CPC, PPC, MSE, SMM etc. These should be all tracked and time stamp should be placed on the user which was first exposed to towards the campaign. Next there should also be a provision of stamping the user every-time he actually lands on the website. This will easily allow one to track the performance on the campaign which was actually responsible for the conversion. Hence the justice is given to the campaign and both micro-conversion and macro-conversion.

Practically it is ideal to attribute the campaign based on the micro-conversion and macro-conversion. A value could be assigned to the type of conversion. And based on the conversion the total value attributed by the conversion could be measured. Now, when everything looks good there is always a hurdle and this hurdle is known as View through Conversion. Let us discuss the View through Conversion and its importance in next blog.

What the traffic data being gathered for the website is not being segmented? The data being viewed without segmentation is like not considering the the purpose of the traffic.  Every business should consider segmenting there visitors. Having segmentation allows a proper view of the purpose of traffic.

Certain things to be considered while viewing the data:

• Top level performance: An overview of the major KPIs , its performance over X weekdays, % change and probability for the upcoming weekday. A Graphical representation on the effect over the main KPI which would provide an immediate view over the performance.
• Secondary level: Break the Traffic in different segments and major its KPI compared with last weekday.
• Third level: Consider the top 5 negatives and top 5 positive and further break down the Secondary Level data.
• Fourth Level: Consider the origin of the data and keep the track of top changes or new entry among top 10.

Having segmented data would allow visualizing performance and dedicating the performance which could have impacted the overall performance. Also, it could be essential to concentrate on certain segment which is positively impacting the performance.