How to optimize campaigns using Linear ROI attribution

This doc presents the playbook and video walkthrough to effectively use the Linear ROI multi touch attribution model to optimize your campaigns using ROI and LTV.

The Linear attribution model looks across the customer journey's most important touchpoints to determine where your marketing is working.  It distributes revenue credit fractionally so that there is no overcounting.

When to use the Linear attribution model

The Linear ROI Optimization Play

Video: Wicked Quick Win - Optimizing Campaigns using Linear ROI Attribution

How we calculate Linear attribution

 

When to use the Linear attribution model

Linear  attribution is helpful when needing to know "is my marketing effective somewhere?" and you do not segment your marketing by top, middle, and bottom of the funnel.

It is also a great model to use to help determine where in your funnel conversions are happening from marketing campaigns. 

It is also an effective model if you wish to evaluate your marketing campaigns using a multi-touch model and want a fractional credit revenue signal that does not overstate revenue.

The Linear ROI Optimization Play

  1. Using the ROI Report, Choose Linear Attribution
  2. Find the High ROI campaigns
  3. Select a Campaign Using the Campaign Explorer
  4. Move negative ROI ad spend within the campaign to the positive ROI ad spend within the campaign
  5. Repeat steps 3 & 4 for all the high ROI campaigns.
  6. Find the low ROI campaigns
  7. Run “Wicked Quick Wins: Determining Kill or Chill on a Low ROI Campaign”

Video: Wicked Quick Win - Optimizing Campaigns using Linear ROI Attribution

How we calculate Linear attribution