W Shaped Attribution Model: All The What, Why & How
- The first touch: This initial interaction between a customer and your brand, whether through clicking on an ad, visiting your website, or subscribing to your newsletter, is significant as it generates awareness and interest in your products or services.
- The lead conversion: This pivotal touchpoint involves converting a prospect into a lead by filling out a form, downloading an eBook, or requesting a demo. It holds importance as it demonstrates the customer's intent and engagement.
- The opportunity creation: This touchpoint marks the conversion of a lead into an opportunity through actions like requesting a quote, adding items to the cart, or starting a free trial. It signifies the customer's readiness and willingness to make a purchase.
- A Google Shopping ad (first touch)
- A blog post on your website
- A webinar registration (lead conversion)
- An email newsletter
- A coupon code (opportunity creation)
- Conversion
- It recognizes the importance of multiple touchpoints in influencing customer decisions, rather than giving all the credit to one touchpoint (like in first touch or last touch attribution) or splitting the credit equally among all touchpoints (like in the linear model).
- It highlights the key moments in the customer journey that generate leads and opportunities, which are crucial for eCommerce sales.
- It helps you identify which marketing channels are most effective at attracting, engaging, and converting customers, so you can allocate your resources accordingly.
- It provides a more accurate and holistic view of your marketing ROI than other models.
- The length and complexity of your sales cycle:
- The type and quality of your leads:
- The alignment and collaboration between your marketing and sales teams:
- Paid ads (such as Google Ads, Facebook Ads, TikTok Ads, etc.) (most frequent)
- Organic search (such as SEO, content marketing, etc.)
- Social media (such as Facebook, Instagram, Twitter, etc.)
- Email marketing (such as newsletters, promotions, etc.)
- Webinars (such as live or recorded sessions, etc.)
- Referrals (such as word-of-mouth, reviews, etc.)
- Visiting your website
- Reading your blog posts
- Downloading your eBooks
- Registering for your webinars
- Signing up for your newsletters
- Requesting a demo
- Adding items to the cart
- Applying a coupon code
- Completing a purchase
- Which marketing channels are most effective at generating leads and opportunities?
- Which marketing channels are most effective at closing sales?
- Which marketing channels are underperforming or overperforming?
- How do different marketing channels work together to influence customer decisions?
- How can you optimize your marketing budget and resources across different channels?
- Focus on investing in channels that bring in high-quality leads and opportunities
- Experiment with various strategies and tactics for channels that drive sales
- Consider reducing or removing channels that have low ROI or negative effects
- Ensure coordination and alignment among your channels to provide a consistent and smooth customer experience
- Regularly monitor and measure your results, making necessary adjustments along the way
- The Google Shopping ad (first touch) gets 30% of the credit
- The newsletter subscription (lead creation) gets 30% of the credit
- The coupon code (opportunity creation) gets 30% of the credit.
- The blog posts and the webinar registration get 5% of the credit each
Tracy Ng
Senior Content Executive at TrueProfit & SEO/Content Specialist
Tracy is a senior content executive at TrueProfit – specializing in helping eCommerce businesses scale profitably through content. She has over 4 years of experience in eCommerce and digital marketing editorial writing. She develops high-impact content that helps thousands of Shopify merchants make data-driven, profit-focused decisions.
Tracy is a senior content executive at TrueProfit – specializing in helping eCommerce businesses scale profitably through content. She has over 4 years of experience in eCommerce and digital marketing editorial writing. She develops high-impact content that helps thousands of Shopify merchants make data-driven, profit-focused decisions.
Table of Contents
