Attribution – Welcher Online-Marketing-Kanal funktioniert für mich am besten?

Attribution ist ein etwas komplexeres Thema, welches – wenn man Online Marketing sehr oberflächlich behandelt – oft nicht sonderlich beachtet wird. Dabei ist die Wichtigkeit von Attribution für eine erfolgreiche Online-Marketing-Strategie enorm. Allgemein definiert ist Attribution das Zuschreiben von Ursachen für bestimmte Handlungen. Im Online Marketing bezieht sich dies auf Marketing-Kanäle und ihre Wirkungsweisen. Es wird analysiert, welcher Kanal am besten performt und an welchen Stellen die Kontaktpunkte mit Kunden entstehen. So lassen sich Erkenntnisse darüber gewinnen, welche Kanäle zu Conversions führen und wie man sein Budget am effektivsten einsetzt.

Attribution – Ein praktisches Beispiel

Nachfolgend erkläre ich dir Attribution anhand eines Praxisbeispiels. Stelle dir vor: 

Du siehst eine Facebook Werbeanzeige für einen Premium Holzkohlegrill, klickst diese Anzeige jedoch nicht an. Dennoch interessierst du dich für das Produkt und suchst ein paar Tage später auf Google danach. Über die Suchmaschine landest du dann auf der Website des Unternehmens, welches den Grill verkauft. Da du dir noch nicht wirklich sicher bist, ob du den Grill wirklich kaufen sollst… denn eigentlich hast du ja einen… aber dieser hier ist halt viel besser! Aufgrund deiner Unentschlossenheit entscheidest du dich dazu, erstmal darüber zu schlafen. Dieser Grill will dir einfach nicht aus dem Kopf gehen… du siehst eine Werbeanzeige, die dich an das Produkt erinnert, was du zuletzt auf der Webseite angesehen hast. Entschlossen rufst du die Website auf und legst das besagte Produkt in deinen Warenkorb. Du schaust auf die Uhr… schon so spät?! Lieber schnell zur Arbeit, der Kauf muss warten! Nach der Arbeit wieder Zuhause angekommen vergisst du dein Kauf-Vorhaben total. Ein paar Tage später siehst du auf Facebook erneut eine Werbeanzeige des Unternehmens mit der Botschaft “Du hast etwas in deinem Warenkorb vergessen”. Du klickst auf die Facebook Ad und kaufst nun deinen heiß ersehnten Grill!

Die Fragen ist nun: Welcher Kanal ist für die Conversion verantwortlich? So gesehen haben alle Kanäle, mit denen du in Kontakt warst, auf ihre Art und Weise dazu beigetragen. Wäre der Kauf geschehen, ohne die “Du hast etwas in deinem Warenkorb vergessen” Facebook Ad, die dir angezeigt wurde? Vermutlich nicht oder erst zu einem späteren Zeitpunkt.

Eine Frage des Attributionsmodells

Wie du merkst, ist das Thema Attribution recht komplex und teilweise ist es noch viel schwieriger, die Customer Journey nachzuvollziehen, als es im vorhergehenden Beispiel der Fall ist. Wenn man sich als Online Marketer die Performance-Zahlen auf einer Plattform wie Google Analytics ansieht, dann fällt es häufig auf, dass Google bessere Ergebnisse als Facebook liefert. Der Grund dafür ist, dass Google das Last-Click-Modell nutzt, was bedeutet, dass der letzte Klick als Conversion gewertet werden. Der letzte Klick entsteht oft über eine Google Ad oder eine Suchanfrage auf Google. Deshalb wird Google üblicherweise höhere Zahlen vorweisen können, als andere Kanäle.

Das Problem an der Sache ist, dass diese Auswertung ziemlich einseitig ist, da die komplette Customer Journey außer Acht gelassen wird. Dementsprechend sollte man sich mit dem Thema Attribution auch wirklich tiefgreifend auseinandersetzen, um es gut verstehen zu können.

Facebook nutzt das Last Touch-Attributionsmodell, d.h. auch Impressionen werden gewertet. Wenn du also heute auf Facebook oder Instagram eine Werbeanzeige siehst, ohne darauf zu klicken und dann später über Google nach der Website suchst, wo du dann das vorher beworbene Produkt kaufst, wird diese Conversion der Werbeanzeige zugeschrieben (1-Day View Attribution). Hier gibt es natürlich auch wieder Kritiker, die der Meinung sind, dass dieses Modell nicht sehr sinnvoll sei, da wir ohnehin ständig mit Retargeting-Anzeigen konfrontiert werden und der View quasi nichts wert ist, bzw. im Reporting irrelevant ist.

Hilfestellungen, um Attribution besser zu verstehen

Lerne deine Kunden und deren Kaufverhalten gut kennen. Dies wird dir dabei helfen, tief in das Thema Attribution einzusteigen. 

Fragen, die du dir stellen kannst, sind: 

  • Wie ist das Kaufverhalten meiner typischen Kunden?
  • Kaufen meine Kunden schnell oder dauert es länger, bis es zu einer Conversion kommt?
  • Über welche Plattformen erhalte ich die meisten Klicks und Conversions?

Wichtig ist, dass du dich wirklich an den Fakten orientierst, statt einer Wunschvorstellung nachzujagen. Wenn du also merkst, dass einer deiner Kanäle nicht die gewünschte Leistung erbringt, dann analysiere genau, woran das liegt und optimiere die Performance anhand der Daten. Falls sich jedoch herausstellt, dass es am Kanal selbst liegt und dieser einfach nicht deiner Zielgruppe entspricht, dann sei ehrlich zu dir und frage dich, ob ein Weiterführen dieses Kanals noch sinnvoll ist.

Finde das passende Attributionsmodell für dich

Natürlich kann man sich für das Last-Click-Modell entscheiden und somit den letzten Klick geltend machen – es ist jedoch kein ganzheitlicher Ansatz. Facebook Attribution ist eine ausgezeichnete Möglichkeit, um Einblicke in die Leistung seiner Kanäle zu erhalten. Mithilfe von Facebook Attribution kannst du deine Kanäle bündeln und deren Leistung anhand verschiedener Attributionsmodelle betrachten. Dadurch bekommst du ein Verständnis dafür, wie sich die Daten – je nach Attributionsmodell – verändern. Beispielsweise siehst du die Erstkontakte, welche über Social Media entstanden sind, was dir im Last-Click-Modell vorenthalten bleibt. Am Ende des Tages ist das passende Attributionsmodell eine Frage der Perspektive. Wichtig ist es, ein Attributionsmodell zu finden, das dir eine klare Perspektive darauf liefert, woher deine Kunden kommen. 

Wie nutzt du Attribution für dich? Erzähl es mir gerne in den Kommentaren!

I just want to say I am very new to blogging and seriously savored you’re web blog. Likely I’m going to bookmark your blog post . You really have outstanding article content. Many thanks for sharing your webpage.

I have observed that in the world the present day, video games include the latest phenomenon with children of all ages. Occasionally it may be out of the question to drag your kids away from the games. If you want the very best of both worlds, there are many educational games for kids. Great post.

Do you believe reincarnation? Do you think is reincarnation real?

멋져요 https://www.wooricasinokorea.com 블랙잭사이트

This is a fantastic web page, could you be interested in doing an interview about just how you designed it? If so e-mail me!

Heya i am for the first time here. I found this board and I find It really useful & it helped me out much. I hope to give something back and aid others like you helped me.

Greetings! Very useful advice within this article! It is the little changes that produce the greatest changes. Many thanks for sharing!

I wanted to thank you for this good read!! I certainly enjoyed every little bit of it. I have got you book marked to look at new things you post…

After I initially left a comment I seem to have clicked the -Notify me when new comments are added- checkbox and from now on each time a comment is added I recieve four emails with the exact same comment. There has to be a way you can remove me from that service? Kudos.

I enjoy reading through an article that can make people think. Also, thanks for allowing for me to comment.

Hello! I just wish to offer you a big thumbs up for your great info you have got here on this post. I’ll be coming back to your site for more soon.

I couldn’t refrain from commenting. Very well written!

좋아요 https://www.wooricasinokorea.com 우리카지노

I was able to find good info from your blog articles.

I was pretty pleased to find this great site. I want to to thank you for ones time just for this wonderful read!! I definitely really liked every bit of it and I have you saved as a favorite to check out new information in your site.

Good post. I certainly love this site. Stick with it!

site : https://www.wooricasinokorea.com 우리카지노

Sapid Agency is a Search Engine Optimization company in New York City that provides SEO Services. Their proprietary SEO strategies help struggling websites and aspiring business owners to rank their websites higher in multiple search engines like Google , Yahoo and Bing. They provide local and gmb map ranking for businesses in NYC and many other local areas. Find more at https://www.sapidagency.com/ @ 145 E 57TH NEW YORK, NY 10022, USA, +1 971 341 5608 USA

MetroClick specializes in building completely interactive products like Photo Booth for rental or sale, Touch Screen Kiosks, Large Touch Screen Displays , Monitors, Digital Signages and experiences. With our own hardware production facility and in-house software development teams, we are able to achieve the highest level of customization and versatility for Photo Booths, Touch Screen Kiosks, Touch Screen Monitors and Digital Signage. Visit MetroClick in NYC at http://www.metroclick.com/ or , 121 Varick St, New York, NY 10013, +1 646-843-0888.

I truly love your site.. Excellent colors & theme. Did you build this site yourself? Please reply back as I’m attempting to create my own personal blog and would love to find out where you got this from or what the theme is named. Thank you!

Having read this I thought it was very enlightening. I appreciate you finding the time and effort to put this content together. I once again find myself personally spending a lot of time both reading and leaving comments. But so what, it was still worthwhile.

Faytech North America is a touch screen Manufacturer of both monitors and pcs. They specialize in the design, development, manufacturing and marketing of Capacitive touch screen, Resistive touch screen, Industrial touch screen, IP65 touch screen, touchscreen monitors and integrated touchscreen PCs. Contact them at http://www.faytech.us, 121 Varick Street, New York, NY 10013, +1 646 205 3214.

I merely intend to inform you that I am new to online blogging and extremely admired your webpage. More than likely I am most likely to bookmark your blog post . You undoubtedly have outstanding article material. Get Pleasure From it for giving out with us all of your website page

Good day! I could have sworn I’ve visited this web site before but after looking at a few of the posts I realized it’s new to me. Nonetheless, I’m certainly delighted I stumbled upon it and I’ll be bookmarking it and checking back regularly.

FreeSpinner can assist you getting the results you want.

Sapid Agency is a Search Engine Optimization company in New York City that provides SEO Services. Their proprietary SEO strategies help struggling websites and aspiring business owners to rank their websites higher in multiple search engines like Google , Yahoo and Bing. They provide local and gmb map ranking for businesses in NYC and many other local areas. Find more at https://www.sapidagency.com/ @ 145 E 57TH NEW YORK, NY 10022, USA, +1 971 341 5608 USA

Genuinely engaging points you’ll have remarked, thanks for publishing.

Having read this I thought it was really enlightening. I appreciate you spending some time and energy to put this informative article together. I once again find myself personally spending way too much time both reading and commenting. But so what, it was still worth it!

I really hope to tell you that I am new to blogging and undeniably adored your post. More than likely I am inclined to bookmark your blog post . You undoubtedly have lovely article content. Like it for expressing with us your own blog document

I’m impressed, I must say. Rarely do I come across a blog that’s both equally educative and interesting, and let me tell you, you have hit the nail on the head. The issue is something which too few men and women are speaking intelligently about. I’m very happy that I came across this during my search for something concerning this.

That is a very good tip especially to those fresh to the blogosphere. Brief but very accurate info… Thank you for sharing this one. A must read article!

I gotta favorite this web site it seems handy very useful

Your style is so unique compared to other folks I have read stuff from. Thanks for posting when you have the opportunity, Guess I’ll just book mark this blog.

Nice post. I learn something new and challenging on websites I stumbleupon every day. It will always be useful to read content from other authors and use something from their web sites.

Thank you for the sensible critique. Me & my neighbor were just preparing to do a little research about this. We got a grab a book from our local library but I think I learned more clear from this post. I am very glad to see such fantastic information being shared freely out there.

It’s nearly impossible to find well-informed people on this subject, however, you sound like you know what you’re talking about! Thanks

Hello, you used to write wonderful, but the last few posts have been kinda boring… I miss your super writings. Past several posts are just a little bit out of track! come on!

I truly love your blog.. Pleasant colors & theme. Did you create this amazing site yourself? Please reply back as I’m looking to create my very own site and would like to learn where you got this from or exactly what the theme is named. Thanks.

bookmarked!!, I love your website.

You made some good points there. I searched the web for the issue and located most individuals will certainly accompany with your website.

Nice post. I learn something new and challenging on websites I stumbleupon every day. It’s always interesting to read articles from other authors and use something from their web sites.

You have remarked very interesting points! ps nice site.

I like it when people get together and share thoughts. Great website, stick with it!

I gotta bookmark this site it seems very beneficial invaluable

thank you https://www.wooricasinokorea.com 온라인카지노

You ought to be a part of a contest for one of the greatest websites online. I most certainly will highly recommend this website!

This site was… how do you say it? Relevant!! Finally I have found something which helped me. Thanks.

It’s practically close to impossible to encounter well-qualified women and men on this niche, still you seem like you understand what exactly you’re revealing! Bless You

I just hope to inform you that I am new to online blogging and totally cherished your site. More than likely I am likely to save your blog post . You indeed have outstanding article blog posts. Admire it for telling with us your main site write-up

I have to thank you for the efforts you have put in penning this site. I really hope to view the same high-grade blog posts by you later on as well. In truth, your creative writing abilities has motivated me to get my own blog now 😉

Saved as a favorite, I really like your website.

Good post. I learn something new and challenging on blogs I stumbleupon everyday. It will always be useful to read content from other authors and use a little something from other websites.

Faytech North America is a touch screen Manufacturer of both monitors and pcs. They specialize in the design, development, manufacturing and marketing of Capacitive touch screen, Resistive touch screen, Industrial touch screen, IP65 touch screen, touchscreen monitors and integrated touchscreen PCs. Contact them at http://www.faytech.us, 121 Varick Street, New York, NY 10013, +1 646 205 3214.

멋져요 https://www.wooricasinokorea.com 인터넷바카라

Good site you have here.. It’s hard to find high-quality writing like yours these days. I seriously appreciate individuals like you! Take care!!

It’s actually practically not possible to find well-educated men or women on this issue, still you come across as like you fully grasp those things you’re posting on! Appreciate It

Excellent post! We are linking to this particularly great post on our site. Keep up the great writing.

Thanks for discussing your ideas. I might also like to convey that video games have been ever evolving. Modern tools and innovations have made it simpler to create practical and fun games. These entertainment video games were not that sensible when the concept was first being used. Just like other styles of technologies, video games also have had to progress by way of many years. This is testimony towards fast growth and development of video games.

Sapid Agency is a Search Engine Optimization company in New York City that provides SEO Services. Their proprietary SEO strategies help struggling websites and aspiring business owners to rank their websites higher in multiple search engines like Google , Yahoo and Bing. They provide local and gmb map ranking for businesses in NYC and many other local areas. Find more at https://www.sapidagency.com/ @ 145 E 57TH NEW YORK, NY 10022, USA, +1 971 341 5608 USA

It’s nearly extremely difficult to come across well-informed viewers on this issue, nonetheless you appear like you know the things you’re revealing! Many Thanks

informative

I just hope to share it with you that I am new to online blogging and totally admired your page. Very possible I am inclined to bookmark your blog post . You seriously have stunning article material. Like it for share-out with us your current website write-up

good~ https://www.wooricasinokorea.com/baccarat 바카라사이트

thanks for sharing

good posting https://www.wooricasinokorea.com 007카지노

This is the right webpage for everyone who hopes to understand this topic. You understand a whole lot its almost hard to argue with you (not that I personally will need to…HaHa). You definitely put a fresh spin on a topic which has been discussed for years. Wonderful stuff, just great.

This is the perfect site for anyone who wants to understand this topic. You know a whole lot its almost tough to argue with you (not that I personally will need to…HaHa). You definitely put a fresh spin on a topic which has been written about for ages. Wonderful stuff, just excellent!

MetroClick specializes in building completely interactive products like Photo Booth for rental or sale, Touch Screen Kiosks, Large Touch Screen Displays , Monitors, Digital Signages and experiences. With our own hardware production facility and in-house software development teams, we are able to achieve the highest level of customization and versatility for Photo Booths, Touch Screen Kiosks, Touch Screen Monitors and Digital Signage. Visit MetroClick in NYC at http://www.metroclick.com/ or , 121 Varick St, New York, NY 10013, +1 646-843-0888.

good~ https://www.wooricasinokorea.com 우리카지노

informative

That appears to be excellent however i am still not too sure that I like it. At any rate will look far more into it and decide personally!

Thanks for one’s marvelous posting! I genuinely enjoyed reading it, you will be a great author.I will always bookmark your blog and will eventually come back very soon. I want to encourage yourself to continue your great posts, have a nice evening!

I’m not sure why but this website is loading extremely slow for me. Is anyone else having this problem or is it a problem on my end? I’ll check back later on and see if the problem still exists.|

Having read this I thought it was very enlightening. I appreciate you taking the time and effort to put this short article together. I once again find myself spending way too much time both reading and leaving comments. But so what, it was still worthwhile!|

방문해주세요 https://www.wooricasinokorea.com 슈퍼카지노

Hinterlass uns einen Kommentar

Deine E-Mail-Adresse wird nicht veröffentlicht.