Usukelo lokuqonda kunye nokubaluleka kokubaluleka ngaphakathi kwentengiso edibeneyo yinto ekungekho uphawu olumele luyihoye ukuba lunqwenela ukuba nenkqubo evelisa iziphumo ezibonakalayo. Kukho imfuneko ecinezelayo yokucaca ngasemva kwamagama eshishini, ngakumbi xa kufikwa kwizinto ezintsonkothileyo (kwaye ziyimfuneko) njengezinto ezifunekayo.
Kule bhlog, siza kuqhawula unxulumano lwentengiso yentengiso ukuze ibhrendi yakho iqhubeke nokwenza izigqibo ezinolwazi zokwandisa nokuphucula amaphulo akho entengiso.
Isishwankathelo kunye neZiseko
Unikezelo lungaphezulu kokuphosa nje amagama afana nokubalwa kokuchukumisa okuninzi, izifundo zobomi, kunye nokubola kwexesha. Imalunga nokwenza izigqibo ezizizo ezichaphazela umgca wakho. Kodwa kuqala, makhe sijonge ngakumbi ukuba yintoni uphawu kunye nokuba lusebenza njani kwintengiso edibeneyo.
Yintoni i-Attribution?
I-Attribution, ngokwemiqathango yokuthengisa, yindlela yokuvavanya iindawo zokuchukumisa abathengi abadibana nazo kuhambo lwabo lokuthatha isigqibo sokuthenga. Injongo yokugqibela? Ukumisela ukuba ngawaphi amajelo kunye nemiyalezo esebenzisa eyona mpembelelo ibalulekileyo kwisigqibo sokuguqula okanye ukuthatha inyathelo elilandelayo elifunekayo.
Iimodeli ezahlukeneyo zokubala, kubandakanywa ukufakwa kwe-multi-touch, izifundo zokuphakamisa, ukubola kwexesha, kunye nokunye, zibonelela ngokuqonda kwintsebenziswano yabathengi, okwenza ukuba amaqela entengiso alungelelanise amaphulo eziphumo ezifanelekileyo.
I-Attribution modeling, isethi yemigaqo yokunika ikhredithi kwii-touchpoints kwindlela yokuguqula, idinga indlela edibeneyo. Ngamaxesha eziphithiphithi, i-ROI iba yeyona nto iphambili kwiibrendi. Ke, ukuphonononga iimodeli ezahlukeneyo kunye nokuqonda indlela ukuguqulwa kwetrafikhi kubaluleke ngayo kulawulo olusebenzayo kunye nokwenza ngcono.
Isebenza njani i-Attribution?
Iiplatform ezifana ne-Google Analytics 4 (GA4) zidlala indima ebalulekileyo ekufumaneni idatha yomsebenzisi ngokusebenzisa iithegi zephepha. Ukudityaniswa kwepikseli kaGoogle kunye nesiza sophawu kuvumela ukuchongwa kwemithombo yendlela, kungekuphela nje kwimbono yengeniso kodwa nakwimbono yomsebenzisi kunye nomsebenzisi omtsha.
Nangona kunjalo, kubalulekile ukuqonda ukuba i-GA4 ayingokuphela komthombo wenyaniso.
Amanye amaqonga e-SaaS, anje ngeRockerbox, afaka idatha ngendlela eyahlukileyo, okwenza ukuba kunyanzelekile ukuba iibrendi ziqonde umthombo wazo wenyaniso. Abanye bade baphuhlise imifuziselo yophawu lwangaphakathi.
Kwintengiso edibeneyo, ukufumana ukuqonda okupheleleyo kweemodeli zangaphakathi kubalulekile ekuphuculeni inkqubo. Ukwabelana ngedatha ye-GA4 kunye neqabane lakho le-arhente yokuthengisa kuya kuqinisekisa indlela elungelelaniswe ngakumbi kulawulo lwenkqubo.
Yintoni ii-UTM?
I-Universal Tracking Metrics (i-UTMs) iiparameters ezikhanyisa ukukhanya kwimithombo yendlela. Ukongeza iiparamitha ze-UTM kwiikhonkco zivumela iimpawu ukuba zichonge umthombo, ophakathi, umkhankaso, kunye nomxholo ohambelana nokucofa ngalunye. Oku akuncedi kuphela kuhlalutyo oluchanekileyo kodwa kunika imbono ebanzi yokusebenza kwesiteshi.
Ukujongana nokuMahluko kwiiSeti zedatha
Ukungangqinelani phakathi kwamaqonga etekhnoloji adityanisiweyo kunye neziza zomntu wesithathu ezifana ne-GA4 zinokuvela ngenxa yezinto ezahlukeneyo. Iimodeli zophawu lokugqibela kunye nokuthambekela okungokwemvelo kukaGoogle kunokuchaphazela iziphumo. Enyanisweni, ikhuphoni kunye nebar yesixhobo amaqabane ahlala ejongana nokungabonelelwa kwi-GA4.
Ukuqonda abangaphandle kunye nokuhlalutya i-ROAS kuya kunceda ukuvala lo msantsa, oya kuthi emva koko uvumele ibhrendi yakho ukuba yandise amaphulo onxibelelwano ngempumelelo.
Iimpawu zoBalulo kunye noHlahlelo
Kukho imiba emibini ephambili esingathanda ukuyenza ekhaya xa kufikwa kwintengiso ehambelana nayo:
1. Iindidi zeSibonakaliso
Ukuqonda iimodeli ezahlukeneyo zophawu kubalulekile. Ukucofa okokuqala, ukucofa okokugqibela, ukubamba okuninzi, ukubola kwexesha, kunye neemodeli ezihambelana nophawu zibonelela ngeembono ezizodwa kuhambo lwabathengi.
Uhlaziyo lwe-GA4, kuquka ipesenti yonxulumano loguqulo, lubonelela ngeembono ezicatshulweyo. Ngelixa ukuphumeza i-multi-touch attribution kunokuba nzima, izibonelelo zayo, ngakumbi ekwandiseni kunye namaqabane omxholo, zininzi.
2. Ukuqonda uBudlelwane beSitishi
Amajelo athile azuza ngokutyhala kwezinye iindawo, ebonisa ubume obunxibeleleneyo bamajelo okuthengisa. Ukuhlalutya iindlela zoguqulo kunye nokusetyenziswa kwezixhobo ezifana nefenitshala yeetshaneli ezininzi kwi-GA4 kubonelela ngemibono ekuphuculeni iinkqubo ezihambelanayo ngokuhambelana nemodeli yophawu lwangaphakathi lophawu lwakho.
Ukwandisa ngokufanelekileyo, kubalulekile ukuba iibrendi ziseke iinkcazo zangaphakathi zophawu kunye nemithombo yenyaniso. Oku kuqinisekisa ulungelelwaniso nee-KPIs zabathathi-nxaxheba abangundoqo, ukuvumela iinzame zokuphucula ekujoliswe kuzo ezichaphazela ngqo iinjongo zoshishino.
Xa uqwalasela intsingiselo yentengiso ehambelanayo kunye nohlalutyo, gcina engqondweni ukuba olu lwazi luya kuguquguquka njengoko intengiso edibeneyo iguquka. Ukuba nenkqubo epheleleyo kunye nenkqubo yedatha yokuthengisa kuya kumisela uphawu lwakho kwimpumelelo yexesha elide.
Ukuhamba ngaphaya kwe-buzz kwaye ufumane iziphumo
Ukuvula impumelelo kwintengiselwano edibeneyo yentengiso kubandakanya intsebenziswano. Ukubonelela ngeqela lakho lolawulo lwenkqubo enxulumene nokufikelela kwiiakhawunti zohlalutyo kubalulekile ekuthatheni izigqibo ngobuchule. Kukwabalulekile ukufumana iqabane le-arhente eliya ngaphaya kwe-buzzwords kwaye lizimisele ukuntywila kwindlela amajelo ohlukeneyo kunye nokwenza ngcono kuya kuba nefuthe kwijelo lakho lomanyano.
Ukuvumela ukuqonda kwimithombo engasemva yenyaniso kubalulekile ekuqondeni ukuba yeyiphi i-optimizations esebenza kakuhle kwitshaneli yakho kunye nendlela amanye amajelo anokuthi abe nefuthe ngayo ekusebenzeni komanyano. Le ndlela yokubambisana ibandakanya ukulungelelaniswa kwemodeli, izixhobo ezixhasayo, kunye nokufumana ukuqonda okubanzi kokusebenza kwenkqubo.
Umthombo ovela accelerationpartners.com
Ukuziphendulela: Ulwazi olubekwe ngasentla lunikezelwa yi-accelerationpartners.com ngaphandle kwe-Chovm.com. I-Chovm.com ayenzi lumelo kunye neziqinisekiso malunga nomgangatho kunye nokuthembeka komthengisi kunye neemveliso.
