Strategic Way to Evaluate Contribution
Instead of asking: „Which campaign converts best?“
Ask: „What happens to total performance if this campaign is reduced?“
Advanced evaluation includes:
- Assisted conversion ratio
- Conversion path length
- Branded search volume trends
- Retargeting audience growth rate
- Incremental testing (where possible)
The goal is to understand contribution, not just closure.
Practical Guidance for Sklik Specialists
When reviewing attribution:
-
Always compare:
- Direct conversions
- Assisted conversions
-
Check whether:
- Prospecting campaigns contribute to assisted paths
- Retargeting heavily dominates last click
-
Avoid:
- Pausing prospecting solely due to high CPA
- Scaling retargeting beyond sustainable audience size
-
Monitor:
- Audience inflow rate
- Frequency stability
- Branded search growth
Attribution analysis is less about models —
and more about understanding behavioural sequences.
The Core Principle
Retargeting converts.
Prospecting creates converters.
Search captures intent.
Display shapes intent.
When you understand this balance,
you stop competing campaigns against each other —
and start orchestrating them.