Attribution is the process of evaluating/assigning marketing return on investment.
Problem with attribution
There are increasing challenges that complicate following paid traffic being sent to a property website from point A (the ad) to B (a conversion) to C (a lease). There are many paths that a user could take on the journey to conversion that can be outside of the methods we us.
For instance, a user could click a paid search ad and browse the floor plans page but ultimately submit a form on apartments.com. This would attribute the lead to the ILS (Internet Listing Service) versus the paid search.
Solutions for attribution
Thankfully, we’ve developed features in Kyzen to assist with attribution troubles. Source group attribution reporting consistently rolled out across your portfolio gives you a way to benchmark, to catch when properties have a high cost-per-lead and cost-per-lease, and to triage what might need to be adjusted (spend, occupancy, tracking, marketing strategy, etc.).
Source group attribution reporting allows you to combine sources related to digital media efforts along with property websites (for example, Google + paid social + property website + PPC + Google Business Profile) and measure cost per lead all the way through the funnel to cost per lease.
You can also input your other marketing costs (for example, ILS) to analyze across your portfolio where marketing dollars are the most effective.