Set up social media attribution model

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 14, 2021, 3:11 AM UTC

Attribution models can help marketers analyse the performance and impact of their marketing efforts.

Before creating a social attribution model, marketers must decide their social media goals. Businesses should determine their social media metrics and then align them with their goals. With a defined set of measurable goals, the attribution model can help brands identify their achievements.

Marketers should set UTM (Urchin Tracking Modules) tagging to find out the source and origin of each click along with the type of traffic and campaign associations. Tools like Google Analytics, Facebook Attribution Tool and more can help marketers enable UTM tagging and URL tracking.

Businesses should also leverage link shortening tools like Bitly or use vanity URLs to create an enhanced attribution model. Using consumer surveys can further help brands to identify the effectiveness of their marketing efforts and validate the appropriateness of their attribution models.

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