As with all things, without context, attribution data is hard to interpret. I discuss on Cardinal Path’s blog why it’s so important to make sure your attribution analysis includes controlling for the cost of the media spent.
As marketers continue to grapple with assessing every channel and marketing touchpoint, it’s important to note — attribution data needs context to be fully actionable. Whether you’re using rule-based attribution where all credit is assigned to a channel depending on its position in the conversion path, or data-driven attribution, where credit is fairly attributed to channels depending on how much it increased the probability of conversion, cost data adds this necessary context.
This is best explained through an example.
Read my post on the Cardinal Path blog here.