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!

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