Understanding where your users come from is a fundamental part of optimizing your marketing funnel. Yet, many businesses struggle with attribution due to fragmented toolsets instrumented across advertising, marketing websites, webapps, and mobile apps.
Thankfully, Segment provides tools in-platform to help you understand which web, email, and advertising sources users came from. If your Segment plan includes Unify, you can leverage your existing instrumentation for attribution by creating Computed Traits for first touch, last touch, and all touch sources and UTM parameters. The Computed Trait builder can be accessed within Segment by clicking Unify in the left sidebar, then clicking Traits.
If you want to take your attribution to the next level, our integration partners allow you to leverage multi-touch attribution to further optimize your funnel.
Perform Warehouse-Native Attribution with Databricks
Data Warehouses, such as Databricks, are a core part of the Segment ecosystem. All events and payloads can be forwarded to a warehouse using our warehouse integrations, and Unify user profiles are also available in warehouses thanks to Profiles Sync.
Once the data is in your warehouse of choice, you can write basic SQL queries to generate a custom attribution model. Some common examples of custom models are time-decay attribution, W-shaped attribution, and U-shaped attribution. You can learn more about these models in our Guide to Multi-Touch Attribution.
Once your preferred models are created in your warehouse, you can then leverage Segment Reverse ETL to forward attribution model results into your destinations, as well as Unify user profiles.
Attribute Users in a Few Clicks With Mixpanel
If SQL isn’t your preferred method for working with data, Mixpanel allows you to generate multi-touch attribution for your data flows with a few clicks. With Mixpanel’s attribution feature, you can identify which channels are most effective in driving engagement and conversion in your product. A variety of models are available, including linear, time-decay, J-shaped, and custom.
Simply connect Mixpanel as a Destination, then use the dropdowns within the Events and Cohorts panel to generate your attribution. Learn more about Mixpanel Attribution in the Mixpanel docs.
Optimize Ad Spend With Attribution
Attribution is a marketing analytics platform that provides marketers with insights to understand the cost, revenue and profit resulting from marketing programs. The Attribution marketing analytics platform provides marketers with the insights to understand the cost, revenue and profit resulting from marketing programs by channel and down to the individual customer level so they can make better decisions, faster and with more confidence than ever before.
Learn more about how Attribution works with Segment.
Next Steps
Whether you are comfortable working with a data warehouse or you prefer to leverage out-of-the-box solutions, Segment’s partners allow you to leverage your existing data pipeline to optimize your marketing funnels. If you have any questions or would like to discuss your tracking strategy, please feel free to respond in this thread, or reach out to your Account Executive.