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Campaign Attribution: How Sales Are Attributed Across Platforms

It’s the cardinal rule of online advertising: you can’t optimize your campaigns if you have no idea how each platform is attributing sales.

You know at least some of your campaigns are successful, but which ones – and which products are they influencing? Are they creating maximum profit? We could fill an entire e-book with lessons we’ve learned about campaign attribution across the thousands of campaigns we’ve managed (in fact, we did!) but you’re busy. You haven’t got time to read the whole thing!

Here’s the answer: a visual guide to campaign attribution across four major marketing channels: paid ads, email/direct/organic traffic (tracked via Google Analytics), Amazon Advertising, and paid social. Solve the mystery of your missing sales below!

You'll Learn...

How Google Ads attributes sales;

The difference between last-click and assisted attribution in Google Analytics;

How Amazon’s attribution differs from other platforms; and

How paid social attribution can incorrectly inflate sales!

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Author

Christina is the Marketing Manager at Omnitail. She spent several years doing content, PPC, and email marketing for retail and tech companies before starting as an SEM Analyst at Omnitail. Christina now manages Omnitail's various marketing initiatives and enjoys reading and writing about trends in digital marketing.