Analytics
Attribution
Working out which marketing channel actually got you the job.
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The Tradie Take
If a customer drives past your van, searches your name, reads a review, then calls - what got you the job? The van? The review? Being findable online? Attribution helps you answer that. Otherwise you might think the van is doing all the work when actually it's the reviews sealing the deal.
Definition
Attribution means figuring out which marketing channel deserves credit for a lead or sale. Did they find you on Google, then see your Facebook ad, then call? Or did they just search your name because a mate recommended you? Good attribution models help you understand which marketing is actually driving jobs, so you stop guessing and start knowing where to put your money.
How It Works
- 1 Most customers interact with your business multiple times before booking
- 2 Attribution models assign credit to different touchpoints along the journey
- 3 Simple: "last click" gives all credit to the last thing they did before calling
- 4 Better: "multi-touch" spreads credit across all the steps - search, social, referral, direct
Tips for Tradies
- Don't overcomplicate it - start with "where did you hear about us?" on every call
- Google Analytics does basic attribution for free
- Use call tracking to connect phone enquiries back to specific marketing channels