When I talk to colleagues from online marketing about tracking and attribution, we quickly come across ad blockers, GDPR, cookies and the associated increased requirements. If you go a little deeper into the discussion and look at the traffic channels, it turns out that for many, the channels SEO and Direct are the most successful – i.e. most conversions result – while the paid channels (e.g. SEA and social) stagnate or even go back. The great success of the direct channel is then explained by their strong brand.
We at everysize can also confirm this statement based on our Google Analytics numbers. But why is that? Out of curiosity, I went into the matter and took a closer look at the reasons for our high proportion of conversions in the direct channel. I came across some very interesting aspects, including: The more we scale our paid channels, the higher our traffic and especially our conversion numbers in the direct channel increase!
Continue reading “Flying blind through the online attribution (1/7)”
