{"id":42714,"date":"2017-06-22T09:00:27","date_gmt":"2017-06-22T09:00:27","guid":{"rendered":"https:\/\/tradetracker.com\/?p=42714\/"},"modified":"2022-01-26T23:58:04","modified_gmt":"2022-01-26T23:58:04","slug":"real-attribution-insights-effekten-af-kampagnens-attribution-window","status":"publish","type":"post","link":"https:\/\/tradetracker.com\/dk\/real-attribution-insights-effekten-af-kampagnens-attribution-window\/","title":{"rendered":"Real Attribution Insights: Effekten af kampagnens Attribution Window"},"content":{"rendered":"

TradeTracker\u2019s Real Attribution-modeller giver nu annonc\u00f8rer muligheden for at bel\u00f8nne alle touchpoints, der er involveret i en konverteringssti. Det betyder, at publishers bliver bel\u00f8nnet for den v\u00e6rdi, som de tilf\u00f8rer under alle stadier af kunderejsen. Indenfor Attribution-indstillingerne kan annonc\u00f8rer have muligheden for at s\u00e6tte l\u00e6ngden p\u00e5 Attribution Window. Dette vindue kan best\u00e5 af en hvilken som helst l\u00e6ngde op til et \u00e5r, hvilket g\u00f8r det muligt at bel\u00f8nne selv de tidligste influencers af et salg! Da forskellige attribution-perioder har forskellige effekter p\u00e5 Attribution-modellen, vil TradeTracker i dette dokument g\u00e5 i dybden med de resultater, som er samlet ind hidtil.<\/strong><\/p>\n

\u2019Attribution Window\u2019 beskrives som den periode, hvor alle touchpoints bliver bel\u00f8nnet. For eksempel en komplet konverteringssti, som best\u00e5r af 20 touchpoints fordelt p\u00e5 et \u00e5r, vil annonc\u00f8ren kun bel\u00f8nne de touchpoints, der er indenfor Attribution Window. I dette tilf\u00e6lde, hvor vi g\u00e5r ud fra, at distributionen af touchpoints er ligelig fordelt og annonc\u00f8ren har sat Attribution Window til 6 m\u00e5neder, s\u00e5 er det kun 10 touchpoints, der f\u00e5r tildelt en kommission. Dog vil en l\u00e6ngere Attribution Window f\u00f8re til, at flere touchpoints bliver bel\u00f8nnet, hvilket motiverer en endnu st\u00f8rre publisher-base, der kan \u00f8ge kampagnens performance.
\n\"\"<\/p>\n

Ovenst\u00e5ende konverteringssti best\u00e5r af 10 touchpoints. Vi kan se, at det f\u00f8rste touchpoint, som introducerede kunden til brandet, allerede blev lavet n\u00e6sten et \u00e5r siden. Idet annonc\u00f8ren har sat Attribution Window til 100 dage, er det kun de sidste to touchpoints, der bliver bel\u00f8nnet. En annonc\u00f8r kan evaluere deres konvertertingssti-rapport og analysere den effekt, som modellen har haft p\u00e5 de forskellige partnere, og derefter beslutte sig for den mest optimale attribution window. Dette kan man komme frem til ved at kigge p\u00e5 eCPC\/eCPM-raterne, hvilket sikrer, at de er h\u00f8je nok for de involverede publishers til at ville levere en optimal performance for en specifik kampagne.<\/p>\n

For at analysere den effekt, som Attribution Window\u2019s l\u00e6ngde har p\u00e5 publishers performance, skal man f\u00f8rst kategorisere publishers afh\u00e6ngigt af om de normalt initierer, assisterer eller konverterer p\u00e5 konverteringsstien. Vi kiggede derefter p\u00e5 den \u00f8gede trafik siderne fik, n\u00e5r en anden Attribution Window blev brugt. En l\u00e6ngere Attribution Window kan tiltr\u00e6kke eksisterende publishers s\u00e5vel som flere, nye publishers, der ikke var aktive tidligere, da sidste-klik-modellen var brugt. St\u00f8rre avis-publishers har \u00e5bnet \u00f8jnene for, at de nu kan drage fordel af CPA-modellerne ved siden af deres traditionelle CPM og CPC-modeller, og er nu ivrige efter ogs\u00e5 at pushe de st\u00f8rre A-brands.<\/p>\n

\"\"<\/p>\n

Ovenst\u00e5ende tabel viser, at jo l\u00e6ngere Attribution Window er, des st\u00f8rre effekt har det p\u00e5 publishers, som nu gerne vil fokusere p\u00e5 de initierende og assisterende stadier af kunderejsen. For annonc\u00f8rer er det derfor vigtigt at matche attribution-perioden med deres m\u00e5l. En l\u00e6ngere Attribution-periode g\u00f8r kampagnen mere attraktiv overfor publishers, der ellers ikke ville have promoveret kampagnen. Ved at s\u00e6tte Attribution Window til 100 dage eller mere har det vist sig at \u00f8ge trafik til kampagnen med mere end 150% grundet promovering gennem st\u00f8rre mediehuse og nyhedsportaler.<\/p>\n

Typer af materiale brugt af publishers har ogs\u00e5 rejst nogle interessante trends, da kampagner med et l\u00e6ngere Attribution Window har vist sig at \u00f8ge trafik og transaktioner fra publishers, der bruger e-maildatabaser eller display-metoder.<\/p>\n

Hvordan p\u00e5virker Attribution Windows publishers?<\/h2>\n

Som publisher giver Attribution Window dig \u00f8gede muligheder for at tjene kommission. Ved at v\u00e6re involveret i de tidligere stadier, f.eks. 100 dage f\u00f8r det faktiske k\u00f8b, vil det \u00f8ge din performance p\u00e5 kampagnen. Publishers, der bruger deres e-mail database eller til at skrive dedikerede beskeder nyder nu godt af ekstra kommission takket v\u00e6re de tidligere placeringer p\u00e5 konverteringsstien. N\u00e5r det kommer til rejsekampagner, er juli nu ikke den eneste m\u00e5ned man kan pushe last-minute-kampagner. For nu kan det ogs\u00e5 betale sig at g\u00f8re det i maj og juni, da du ogs\u00e5 tjener kommission ved at investere i starten af et Attribution Window s\u00e5 l\u00e6nge forbrugeren i sidste ende udf\u00f8rer k\u00f8bet.
\n\"\"<\/p>\n

S\u00e5 som publisher skal man ikke kun kigge p\u00e5 modellen, der er blevet brugt p\u00e5 kampagnerne, men hold ogs\u00e5 \u00f8je med Attribution Window, og s\u00f8rg for at promovere kampagner langt f\u00f8r peak-perioden starter.<\/p>\n","protected":false},"excerpt":{"rendered":"

TradeTracker\u2019s Real Attribution-modeller giver nu annonc\u00f8rer muligheden for at bel\u00f8nne alle touchpoints, der er involveret i en konverteringssti. Det betyder, at publishers bliver bel\u00f8nnet for den v\u00e6rdi, som de tilf\u00f8rer under alle stadier af kunderejsen. Indenfor Attribution-indstillingerne kan annonc\u00f8rer have muligheden for at s\u00e6tte l\u00e6ngden p\u00e5 Attribution Window. Dette vindue kan best\u00e5 af en hvilken […]<\/p>\n","protected":false},"author":69,"featured_media":42775,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[49],"class_list":["post-42714","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tradetracker-news-dk"],"yoast_head":"\nReal Attribution Insights: Effekten af kampagnens Attribution Window - TradeTracker.com | Affiliate Marketing | Performance Marketing<\/title>\n<meta name=\"description\" content=\"TradeTracker\u2019s Real Attribution-modeller giver nu annonc\u00f8rer muligheden for at bel\u00f8nne alle touchpoints, der er involveret i en konverteringssti. 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