Attribution marketing

Have you noticed that your ad management dashboard indicates a figure (e.g., sales generated) that does not match the figure shown by your analytics tool? You are not the only one; each tool is based on a different attribution model, and therefore, we end up finding inconsistencies.

Attribution marketing is one of the big puzzles for digital professionals in recent years. Semmántica is your attribution marketing agency.

The consumer is omnichannel

The omnichannel nature of consumer is undeniable. A person may have been impacted by a banner on the display network, then by a Instagram ad, searched on mobile for a related product, passed by the physical store and finally bought from the link they found on Google Shopping. To which channel should we assign this sale?

Each channel has probably played a role in this customer journey. Identifying these roles will not only give you insights into your target audience’s behavior, but will also help you optimize your advertising investment strategy.

Understanding how each channel contributes to the final conversion is the key to optimizing your advertising investment

We create an attribution model tailored to your business

A conversion window is not the same for a pair of slippers as it is for a vacation or the purchase of a house. That’s why we help our clients create an attribution model tailored to their business and target audience.

This analysis will lead to conversion paths: lines of research that clarify which channels are better suited for each stage of the sales funnel, such as Google Ads, LinkedIn Ads or TikTok Ads among others.

Why Semmántica?

Attribution marketing is common to our two core competencies: advertising and digital analytics. It is the hinge that unites and strengthens both. In recent years, as the number of touch points and devices used by the consumer has multiplied, we have seen how it has become a strategic element. Semmántica is your SEM agency with the analytics expertise you need.