Many B2C marketers think about attribution just one new prospect or customer at a time. They use it to figure out which vendors to pay, and how much to pay them.
But that thinking can distract marketers from the bigger picture:
- Solving attribution for billing is about vendors, not growth
- One-customer-at-a-time attribution is small thinking, tiny thinking, thinking that will never grow a business.
There’s a bigger way to think about attribution, beyond the billing question. Successful B2C marketers think about attribution at the lead source level, the source being the URL or keyword where prospects engage with the brand.
B2C marketers can drive success by analyzing:
- URLs (or keywords) where top-performing new customers (LTV) originate
- URLs (or keywords) where the greatest volume of prospects who look and act like top-performing customers originate
High-performing lead sources are gold mines for B2C marketers; they’re the equivalent of top-performing zip codes for direct mailers. Lead sources that drive top-performing new customers and prospects are the foundation on which great B2C marketers grow their business, the gift that keeps on giving.
Most importantly, top-performing lead sources are where B2C marketers need to spend the majority of their acquisition budget (with some percentage reserved for ongoing testing of new lead sources).
Analyzing and optimizing acquisition campaigns using lead source attribution is simply a more powerful, more cost-effective way to grow your company.