How This Applies to Home Care Marketing
Home care purchases rarely happen in one interaction. A family might first find you through a Google search, return via a retargeting ad, read a blog post, then finally call after receiving an email. Without proper attribution, you might credit only the last touchpoint and undervalue the content and SEO that initiated the relationship.
Understanding attribution helps allocate marketing budget effectively. If your attribution model shows that blog content consistently assists conversions even when it’s not the final touch, you can justify continued content investment. Conversely, you might discover certain paid campaigns get last-touch credit but rarely introduce new prospects.
Key Takeaway
Implement at least basic multi-touch attribution in Google Analytics. For a considered purchase like home care, last-touch attribution dramatically undervalues awareness-building activities like SEO and content marketing that start the journey.