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Tracking channel | Media type | Priority level |
|---|---|---|
Direct type-in | Earned | 1 |
Organic social media | Earned | 1 |
Organic video | Earned | 1 |
CRM | Owned | 2 |
Customer communities | Owned | 2 |
Call center | Owned | 2 |
Content | Paid | 5 |
Paid search generic | Paid | 4 |
Paid search brand | Paid | 3 |
Paid social media | Paid | 4 |
Email marketing | Paid | 5 |
RTB | Paid | 4 |
Retargeting | Paid | 4 |
Offline advertising | Paid | 3 |
Affiliate networks | Paid | 4 |
Price comparison | Paid | 4 |
Recommendation marketing | Paid | 4 |
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To solve the problem, you could give the display channel a higher priority, but then you run the risk of disadvantaging other channels. A better way to solve the issue is creating a so called attribution group. An attribution group consists of various channels, categories, subcategories or ad spaces to which conversions will always be attributed when touch points related to them are part of the user journey.
Read more about: Multi-Touch Attribution (MTA)