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If you want to increase sales at CoolTShirts.com, would you count on buzzfeed
or increase facebook
ads? The real question is: should June’s purchase be attributed to buzzfeed
or to facebook
?
There are two ways of analyzing this:
- First-touch attribution only considers the first
utm_source
for each customer, which would bebuzzfeed
in this case. This is a good way of knowing how visitors initially discover a website. - Last-touch attribution only considers the last
utm_source
for each customer, which would befacebook
in this case. This is a good way of knowing how visitors are drawn back to a website, especially for making a final purchase.
The results can be crucial to improving a company’s marketing and online presence. Most companies analyze both first- and last-touch attribution and display the results separately.
Instructions
1.
June’s sister also visited CoolTShirts.com!
Select all columns from the page_visits
table, using a WHERE
clause with user_id = 10329
.
What are her first- and last-touch attributions?
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