{"id":43204,"date":"2017-07-29T09:00:53","date_gmt":"2017-07-29T09:00:53","guid":{"rendered":"https:\/\/tradetracker.com\/real-attribution-insights-changing-consumer-behavior\/"},"modified":"2021-10-26T11:59:14","modified_gmt":"2021-10-26T11:59:14","slug":"real-attribution-insights-changing-consumer-behavior","status":"publish","type":"post","link":"https:\/\/tradetracker.com\/se\/real-attribution-insights-changing-consumer-behavior\/","title":{"rendered":"Real Attribution Insights: Changing consumer behavior"},"content":{"rendered":"

Since the launch of Real Attribution there has been a huge shift in both campaign performance\u00a0and publisher behavior. These changes are apparent at the individual publisher level and also\u00a0<\/strong>at a global level within TradeTracker. The most noticeable changes to the customer journey,\u00a0in terms of the number of active publishers, average conversion path length, number of\u00a0touchpoints involved, and the path diversity, will be explored further.<\/strong><\/p>\n

\"Changing<\/p>\n

Real Attribution has changed the way in which publishers promote campaigns. Publishers now have the\u00a0opportunity to earn commission at every stage of the customer journey, and are adjusting their promotions\u00a0in order to maximise their benefit from the Real Attribution model. This has resulted in changes to the\u00a0conversion paths of these advertisers.<\/p>\n

Average Path Length<\/h2>\n

A noticeable change in campaigns running with TradeTracker\u2019s Real Attribution, is that the average\u00a0path length increased. The increased number of publishers positioned in the initiating stages of the customer journey have caused an growth in the average path length, from 18.74 days to\u00a025.05 days. This is increasing week-on-week as more publishers sign up to attribution campaigns.\u00a0At an individual publisher level, we have seen evidence of publishers adapting their promotions to\u00a0suit the Real Attribution model. The length of individual paths in which only one specific publisher\u00a0was involved also increased. These longer average path lengths are indicative of publishers being\u00a0better able to spread their influence over the full customer journey.<\/p>\n

Number of Touchpoints<\/h2>\n

An expected change was an increase in the number of touchpoints involved in a single\u00a0conversion. Analysing all attribution conversion paths together shows an increase in the average\u00a0number of touchpoints involved with transaction from 2.43 to 3.16. A greater number number\u00a0of touchpoints created by publishers means more exposure, branding and, ultimately, more transactions for the advertiser.<\/p>\n

This increase is mainly due to two factors:<\/p>\n

1) The number of additional large (media) publishers signing up for campaigns;
\n2)\u00a0The additional traffic sent by current top publishers, as theri eCPC increases with Real Attribution.<\/p>\n

Path Diversity (publisher level \/site type level)<\/h2>\n

It is also interesting to note that a greater diversity of publishers are promoting campaigns. The\u00a0average number of publishers involved in a transaction changed from 1.9 to 2.7. When looking at this from a site type perspective, we see that the average number of site types involved within a\u00a0path increases from 1.4 to 2.1. There are two main reasons for this change:<\/p>\n

1)\u00a0Campaigns dominated by specific publishers or site types on a last click model are now\u00a0also more attractive for additional publishers and site types;
\n2) Advertisers who previously didn\u2019t want to work with specific site types are now opening\u00a0up their campaigns to these publishers again as every touchpoint gets its fair share of the commission.<\/p>\n

The evidence provided suggests that Real Attribution has not only caused a shift in publisher behaviour, but in customer behaviour too. Publishers start focusing more on the complete
\ncustomer journey, rather than the last stages, generating greater awareness and interest for the\u00a0advertisers they are promoting.<\/p>\n","protected":false},"excerpt":{"rendered":"

Since the launch of Real Attribution there has been a huge shift in both campaign performance\u00a0and publisher behavior. These changes are apparent at the individual publisher level and also\u00a0at a global level within TradeTracker. The most noticeable changes to the customer journey,\u00a0in terms of the number of active publishers, average conversion path length, number of\u00a0touchpoints […]<\/p>\n","protected":false},"author":37,"featured_media":42991,"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":[2689,51],"class_list":["post-43204","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-attribution-se","category-tradetracker-se"],"yoast_head":"\nReal Attribution Insights: Changing Consumer Behavior | TradeTracker.com<\/title>\n<meta name=\"description\" content=\"Since the launch of Real Attribution, there has been a huge shift in both campaign performance\u00a0and publisher behavior.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tradetracker.com\/se\/wp-json\/wp\/v2\/posts\/43204\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Real Attribution Insights: Changing consumer behavior\" \/>\n<meta property=\"og:description\" content=\"Since the launch of Real Attribution, there has been a huge shift\" \/>\n<meta property=\"og:url\" content=\"https:\/\/tradetracker.com\/se\/real-attribution-insights-changing-consumer-behavior\/\" \/>\n<meta property=\"og:site_name\" content=\"TradeTracker.com | Affiliate Marketing | Performance Marketing\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/tradetrackercom\" \/>\n<meta property=\"article:published_time\" content=\"2017-07-29T09:00:53+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-10-26T11:59:14+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/tradetracker.com\/wp-content\/uploads\/2017\/08\/RA-7-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1580\" \/>\n\t<meta property=\"og:image:height\" content=\"410\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"pkeckeis\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Real Attribution Insights: Changing consumer behavior\" \/>\n<meta name=\"twitter:description\" content=\"Since the launch of Real Attribution there has been a huge shift in both campaign performance\u00a0and publisher behavior. 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