After you’ve chosen an email attribution model to use for your business, the next step is actually tracking and collecting all of that data in a single location. To help, here are some tools you’ll want to make use of.
- ESP — For beginning email marketers, most high-quality ESPs can do plenty for attributing revenue to different email campaigns (so long as you set up your ESP to track conversions). This won’t track your other marketing channels of course, but it’s a start. And it will provide helpful information when trying to determine how effective your emails are at converting subscribers. A few of our favorite ESPs are Drip and Mailchimp.
- Google Analytics — This is the first place that most marketers go to build out their attribution model. Google Analytics (a free tool, by the way) is capable of tracking almost anything on your website: time on page, average number of pages visited, bounce rate, and of course, the most common conversion paths (from page to page). Here’s a wonderfully helpful guide that teaches you how to use Google Analytics for your attribution model.
- Data Collection Software & Hub — If you want to collect data for your chosen attribution model and draw meaningful conclusions from that data, you’re going to need some data collection software with a simple viewing hub. A quick Google search reveals that there are loads of different tools for tracking and collecting attribution data; you just need to choose one that works for your business and attribution model and fits your budget. A few tools that you might consider are LeadsRX Attribution Software, Funnel, and Impravado.