WHY IT MATTERS:
A multi-channel digital strategy often means multi-action paths to conversion.
Let’s say a supporter visits a campaign’s website, clicks on a Donate CTA button to make a donation on ActBlue. Earlier that day, this individual attended a campaign event that they RSVP’d to after receiving a text message announcing the event with a Mobilize link. They subscribed to the SMS list during an display ad campaign to promote SMS signups.
Without a centralized analytics apparatus, attribution ends with the direct website visit and button click. Analytics reports from ActBlue will know nothing about when the user signed up for SMS, or that they RSVP’d to a recent event on Mobilize. In this user’s path to conversion, the event attendance, the text message, and the original display ad campaign all deserve some conversion credit. But the way campaign infrastructure is typically configured, that donation will be written off as meaningless direct website traffic.
It’s so important to determine the impact, in an actual dollar amount, that each digital channel produces. If a big investment is being made in a certain kind of ad campaign that’s not actually making any discernible impact, it could be a considerable waste of money to continue running those ads. Likewise, if a specific kind of content or ad campaign prove to be performing really well, it might be a good idea to commit more time and money to those high-impact efforts. There’s little use in setting goals or identifying KPIs if you can’t accurately measure what is working and what isn’t.