A Better Way to Measure ROI: Attribution Modeling [INFOGRAPHIC]

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Multi-touch attribution models: These aren’t your granddaddy’s conversion metrics. The standard way of measuring conversions is changing, as inbound marketers now have the tools available to measure ROI properly without investing too much time or resources. For example, free tools like Google Analytics’ Multi-Channel Funnels feature make it quick and easy to implement attribution modeling without having to learn any advanced software or programming.

Attribution modeling is a simple way to assign credit to all marketing channels along the path to a conversion, which include organic and paid search, referrals, direct visits, email marketing, and other forms of Internet endorsements and advertisements. Different models can be used to measure ROI depending on specific business needs and marketing strategies, as Mike Pantoliano clearly illustrated in his 2012 Mozcon presentation.

To study the advantages and effects of using attribution models to measure client success, Slingshot SEO recently released an eBook, which includes:

  • An overview of multi-touch attribution and the benefits of using common single-touch and multi-touch models.
  • A quick assessment to provide insights into which models are most relevant to your needs and goals.
  • Our Multi-Touch Attribution Study, which analyzed 30 client domains and over 23 million unique online conversions with over 150 million touch points.
  • A step-by-step guide on how you can implement multi-touch tracking on your website using the free online software, Google Analytics.

You can download the Multi-Touch eBook here.

The graphic below illustrates some of the findings from our study and provides an overview of some of the different attribution models commonly used by inbound marketers.

Let us know what you think!

Joseph Parker

Joseph Parker

Joseph Parker is a Search Media Networker at Slingshot SEO, an SEO services agency, and a graduate of Kelley School of Business (IU) with a... Read Full Bio
Joseph Parker

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  • Patina


    Can I just say that I love this infographic? This really lays out the multiple channels /touch points marketing has on today’s consumers and is a great visual for clients too. Many clients can get lost in the “details” when we talk about this subject and this simple (and complex) infographic is something that I can point to that will really make sense to them.

    Thank you for posting it.

  • Lyam

    I have to agree with Patina on this. It really is a great infographics – especially the use of colors, simplistic but fitting design along with a well-spoken information. I really love it.

  • Fabrizio

    Good article and wrap up.
    For big company or company who invests a lot of money in adwords buying their own brand keyword the last step is tipically the ppc adv.


  • Interesting

    HI I love the infographic its a great way to show the range of attribution. How many of the brands that you looked at had significant offline spend (I apologize if I missed that above)? You are finding SEO as the primary driver just as Google always says its PPC 🙂

    On a macro level for larger brands that invest heavily offline we need to attribute the “drive to action” to those channels – SEO/PPC is more of a demand fulfillment channel vs generating in my estimation

  • irish killer

    Marvelous work !!! I really needed to measure ROI. Thank for letting me know how to do that 🙂

  • Ella Allingham

    Hello Joseph !
    I commonly see unexceptional views on the subject but yours it’s written in a pretty unusual fashion 🙂