Understanding what drives sales is crucial for any eCommerce business. If your attribution isn’t accurate, you’re left in the dark about what's working and what’s not.
The concept of attribution often feels complicated, and with 42% of businesses still manually reporting attribution using spreadsheets, it’s no wonder many struggle with it.
Deloitte reports that 64% of businesses lack quantitative tools to demonstrate the impact of marketing spend on company performance.
Given the role of attribution in the growth of eCommerce businesses, not having the right tools can have serious consequences. This is where Graas' eCommerce analytics platform comes in.
In this blog, we’ll discuss how Graas can help you accurately attribute your customers' actions, allowing you to plan your campaigns better and ultimately drive more growth.
What is Graas’ Attribution?
eCommerce attribution is one of the key functionalities of Graas’ eCommerce analytics platform. It allows you to accurately gauge the performance of each marketing channel you use, whether it's social media, email, search engines, or any other platform. With Graas' Attribution, you can dive deep into the data to understand how different channels contribute to your overall sales, giving you clear insights into what’s working and what’s not.
One of the standout features of Graas’ Attribution is its ability to identify overlaps between channels. This insight is crucial for refining your targeting strategies in future campaigns. By understanding these overlaps, you can avoid redundant spending and focus your resources where they’ll have the most impact.
Additionally, Graas’ Attribution lets you compare the effectiveness of all your marketing channels side by side. This comprehensive view ensures that you’re not just relying on assumptions but making informed decisions based on data, helping you optimize your marketing efforts for better results.
How Does Graas' Attribution Help eCommerce Businesses?
62% of businesses think data to support cross-channel decision-making is broken. Graas, however, brings data from all the channels together in real-time and makes it analysis-ready. And because there’s no human intervention, your data will support cross-channel attribution tracking seamlessly.
Here’s how Graas can help your eCommerce business:
1. Budget Allocation Between Google and Facebook
When you're running ad campaigns on both Google and Facebook, it's crucial to understand that these platforms work differently.
Google Ads perform better for pull marketing, where potential customers are actively searching for your products or services. On the other hand, Facebook Ads excel in push marketing, where you introduce your products to users who might not yet know they need them.
Many businesses might start with a 50:50 budget split between the two platforms, but without proper attribution, you're guessing at best. Graas' Attribution helps you take the guesswork out of budget allocation.
By analyzing the performance of your campaigns on each platform, Graas provides insights into which types of campaigns are most effective.
For example, you might find that Google Ads drive higher conversions for specific product searches, while Facebook Ads perform better for brand awareness and product discovery.
With these insights, you can adjust your budget allocation accordingly, ensuring that you're investing more where it counts.
2. Effectiveness of Your SEO Efforts
SEO is a critical component of any eCommerce strategy, but not all traffic is created equal. You might see an increase in organic traffic, but how do you know if it’s the right kind of traffic?
Graas' Attribution helps you measure how much of your traffic comes from organic search and, more importantly, whether it’s bringing in targeted visitors.
Graas goes beyond just tracking traffic; it helps you identify if your SEO efforts are attracting customers who are likely to convert.
For example, if you're ranking high for a particular keyword but seeing little to no sales from that traffic, it’s a sign that your SEO strategy might need a tweak.
Perhaps you’re ranking for keywords that drive traffic but don’t align with the buying intent of your target audience.
Graas' Attribution allows you to see which keywords are driving actual sales. This allows you to focus on optimizing for those that truly matter, ensuring your SEO efforts are not just bringing traffic but driving revenue.
3. Focus on Retargeting, Email, or Facebook
The effectiveness of your retargeting campaign depends on accurately identifying where to focus your efforts.
Graas' Attribution provides a clear picture of which channels are converting and which are falling short.
For example, you might discover that a significant percentage of your visitors from a Facebook ad campaign didn’t convert on their first visit. With this insight, you can run retargeting campaigns specifically targeting these visitors, perhaps offering them a discount or a special offer to encourage them to complete their purchase.
Similarly, Graas' Attribution can help you optimize your email marketing efforts by identifying which segments of your audience are most responsive. By focusing your retargeting and email campaigns on these high-potential segments, you can increase your chances of conversion, making your marketing spend more efficient.
4. Impact of Social Media Posts on Sales
Social media is often seen as a brand-building tool, but it can also drive direct sales. However, measuring the impact of social media on sales can be tricky.
Graas integrates with all your marketing channels, including social media platforms like Instagram, to provide a comprehensive view of how each post contributes to your sales, which improves your attribution.
With Graas' Attribution, you can see exactly which posts are driving sales and how much revenue they generate. For example, if you notice that a particular type of Instagram post consistently leads to sales, you can create more content in that style, boosting your social media strategy’s effectiveness.
Graas allows you to choose the attribution model that best suits your business, giving you a precise estimate of the impact of your social media efforts.
5. Best Channel Driving Customer Purchases
Not all channels contribute to your bottom line in the same way. Graas' Attribution offers multiple views to help you analyze your marketing channels from different perspectives, whether you're looking at revenue or order volume. This flexibility is crucial in understanding where to focus your efforts.
For example, you might find that one channel is driving the most orders, but these orders come from low-margin products, meaning that the revenue generated isn't as significant.
On the other hand, another channel might drive fewer orders but with higher-priced products, resulting in greater profitability.
Graas helps you consider these factors so you can make informed decisions about where to invest your marketing resources to achieve your specific goals, whether that's maximizing revenue, increasing order volume, or improving profitability.
Attribute sales from all channels under one roof with Graas!
The more you know about your customers and the channels where they convert the most, the better positioned you are to generate more revenue.
However, relying solely on the reporting provided by ad platforms can be risky. In fact, 81% of businesses using ad platforms express concerns about reporting bias. It's a valid concern—after all, why would these platforms highlight their weaknesses?
This is where Graas' Attribution makes a difference. It removes all biases, offering you insights based solely on your data, providing a clear and accurate picture of your marketing performance.
With Graas' Attribution, you gain a deep understanding of how each marketing channel contributes to your success. It allows you to identify overlapping channels, ensuring that your efforts aren’t redundant and your budget is optimized. You can also compare various attribution models, giving you the flexibility to analyze your data in the way that best suits your business needs.
So don’t just attribute your sales—leverage the attribution insights to scale. Book a demo today!
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