Custom or algorithmic attribution

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This model is open since you can establish your own rules and percentage of merit and adjust them to how you consider improving your business, objectives, strategy, media and target audience.

In addition to these attribution models that are characterized by following the customer's buyer journey, there are some others focused on other aspects such as:

Attribution by means of
It is when you have a campaign that vp security email list covers, for example: Google, Facebook, and LinkedIn, but through UTM'S you know that 80% of the leads are from Google, and more is attributed to this platform than to the others.

Audience attribution
This refers to when the same message is tested in a campaign directed at different audiences. The platforms will quickly show which audience generated the most leads.

Attribution by message
This is audience attribution in reverse; the variation in this case is by message. Different messages are sent to the same audience (for example, one uses the CTA “get a quote today” and another uses “visit the showroom”), and you can see which ad generated more leads.


B2B Lead Attribution Models

As you can see, there are different lead attribution models. The one or ones you choose will depend on your B2B digital marketing objectives and strategy , and they can also vary depending on the area of ​​opportunity that you identify in the process, since your strategy is also malleable and this will directly affect the leads you obtain.