An innovative online system for the daily collection of traffic data from various digital media channels and the subsequent analysis and attribution of goals on a weighted basis.

For e-commerce sites, attributing the goals achieved is the key to distributing investments in the various digital media channels based on the actual influence that each individual channel has had on the achievement of a goal.

Innovative conversion attribution system developed by Brokerad, removing the need for expensive and complex data management platforms (DMPs). It works by attributing daily conversions to the media channels that developed the traffic while taking into account different channel and tracking factors.

Over the years, Brokerad has developed a complex and proprietary algorithm for digital media channel conversions that suggests the volume of daily conversions to be attributed to each digital media channel.

The data featuring the weighted and consolidated conversions can be used to produce various dynamic reports that compare the results of the different digital media channels. These reports allow you to understand the true effectiveness of the various integrated digital media channels and, above all, to make immediate decisions regarding the optimisation of investments and the delivery of traffic.

The results of the delivered and converted traffic are organised according to the type of campaign goal: Prospecting (interest, with a site visit as the objective), Retargeting (persuasion, with the goal as the objective). This distribution of channel results allows investments in Prospecting and Retargeting to be optimised correctly, something which is not possible with traditional Last-Click and First-View attribution.

Via an automatic connection with Google Analytics, the platform records the results of the previous day for each project (e-commerce website): visits, users, goals (conversions) and revenue. Optionally, e-commerce management software can also be connected as a source for the following values: goals (sales) and revenue (turnover).

Using a simple interface, each individual Channel Manager can manually upload the data for the digital media channels they oversee. Data includes recorded traffic values and channel goals tracked from 3 sources: impressions, interactions, clicks, visits, goals (conversions), channel costs, revenue generated. Data reading sources: supplier platform, tracking system and Google Analytics. Each source uses a proprietary attribution model.

The weighting algorithm analyses the channel data recorded by the Channel Managers in real time and, based on the configuration parameters set for each customer and project, provisionally attributes the volume of conversions to each digital media channel.

The Digital Manager regularly accesses the various daily records in order to analyse the results recorded by the channels and attributed by the algorithm. The Digital Manager can intervene to manually adjust the attribution before consolidating the final attribution results.

The Digital Manager can access the various dashboards of recorded data (including non-consolidated data) to examine trends and make decisions to optimise investments and digital traffic acquisition.

Thanks to the integration with GDS (Google Data Studio), the consolidated data is available for analysis and can be used to produce dynamic reports. A range of pre-configured and customisable reports are available to anyone authorised by the Digital Manager. Using these reports, filters can be applied and historical and trend reports can be produced.