Tag: attribution

Good-enough attribution: know where your customers came from

Attribution is a billion dollar marketing problem. When done right, you’ll know where customers are coming from and be able to avoid wasting marketing money. The problem is that attribution is nowhere near perfect and it likely never will be. The more you spend, the better attribution you can get but it might not be …

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Composting the weak performers

A few days ago I had to toss 50 basil plants into the compost pile. I started them early inside, moved them outside when it was safe, and then the weather turned wet and cold. Not enough to kill them but enough to mess with their growth. Of the 70 or so I started, only …

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Better data from Shopify means better channel analysis

When I launched acquisition source tracking for Repeat Customer Insights, I had to rely on the order sources and sales channels self-identifying themselves. Meaning Shopify’s online store used web, their point of sale used pos, and a handful of apps used the name of their app like Bold Checkout or Excelify. Every other order source …

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Tiny tip: use UTM codes for attribution

Today’s tiny tip is to get familiar with Google’s UTM codes. They sound technical but really are just a set of standardized text you can add to a url to make it easier to track where your customers are coming from and going to. Most of the time you’ll create a few of them as …

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The first purchase matters

How a customer first purchases from your store matters. If they came in from a friend’s referral, they’ll likely trust your store and have a positive experience. Even if small things don’t go right. If they clicked on an ad that interrupted their free time, they’re likely to have missed some things (e.g. shipping policies) and …

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Use tracking codes to keep your marketing clear

Whenever you start marketing to customer segments you should use different UTM or other tracking codes to be able to track each campaign separately. Some systems like Repeat Customer Insights can work out their purchases without a tracking code but many systems cannot and could attribute those sales as new customer sales. Especially if it’s …

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