Attribution: Revamping Your Attribution Strategy with Luke Carthy

Keep Optimising

Luke Carthy started his eCommerce career client side, then after being invited to speak at MozCon 2019 he decided to go at it alone. He now spends his days helping his clients deliver sustainable eCommerce growth with SEO and CRO. Which at the moment includes ME – yes Luke has spent the summer helping me with the eCommerceTech.io rebuild – making sure our SEO, analytics, and cookie stuff is bang on.

In this episode, we discuss:

• The complexity of attribution marketing
• Why focusing on single channels will no longer work
• Using first-party data and tools to improve accuracy

Dive in:

[05:53] Early warning system indicates analytics tracking issues.

[09:10] Apple stricter on data-sharing; makes attribution complex.

[10:58] Privacy changes, Google Analytics updates, economic shift impacts.

[17:46] First user channel indicates initial site discovery.

[21:02] Consider all attribution models in customer journey.

[24:05] User ID helps unify multi-device user data.

[27:11] Attribution report reveals complex, multi-touchpoint conversion process.

[30:02] Insider Tips from Luke!

Find the notes here: https://keepopt.com/226

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