Your Marketing Attribution and Multi-Touch Report visualizes how prospects interact with your marketing channels before scheduling tours, submitting applications, or signing leases. Use this powerful tool to analyze your organization's marketing efficiency across all your channels.
To access your report, click Reports in your AI Portal's left sidebar, then click Marketing ROI. Select the Touchpoints tab at the top of the page.
Navigate to each section of this article using the links below:
Key Features
Your Marketing Attribution Report includes the following key features:
- Multi-Touch Attribution: Track how prospects interact with multiple marketing sources on their journey to conversion.
- Performance Metrics: View data on touchpoints, conversion times, and source effectiveness.
- Funnel Stage Analysis: View the impact of marketing sources at three key stages: First Contact, Pre-Tour Booked, and Post-Tour.
- Conversion Path Insights: Identify the most effective combinations of marketing sources that lead to conversions.
Understanding the Report
Each section below offers details for understanding your Marketing Attribution Report.
Definitions
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Touchpoint: Any source from which a prospect inquires about a community.
- If a prospect navigates from an external website or ILS then converts on a property website (e.g. Zillow -> Property Website), the report tracks this as two separate touchpoints in the same stage.
- Touchpoints do not include website traffic with no conversion activity. For instance, if a prospect visits a website without submitting a form or booking a tour, the report omits this activity.
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Attribution: Linking a prospect to specific touchpoint. EliseAI attributes a touchpoint to a prospect if:
- The prospect inquires directly through that touchpoint (e.g. Zillow), OR:
- The prospect inquires through a property website after navigating from that touchpoint (e.g. Zillow -> Property Website)
- NOTE: If a prospect navigates to a property website from an ILS but does not inquire, the EliseAI widget saves a cookie for 30 days. This means if the prospect returns to the property website and submits a form, the report still tracks the source as the ILS & Property Website
Key Metrics Dashboard
The Key Metrics Dashboard at the top of the report displays four key metrics:
- Single Source Attribution: The percentage of conversions that come from a single marketing source
- Top Combination Path: The most common multi-touch journey to conversion (For instance, Google -> Property Website)
- Average Touchpoints: The average number of marketing interactions that occur before conversion
- Average Days to Conversion: The average number of days that pass between first contact and conversion
Funnel Stage Analysis
You can find your report's Funnel Stage Analysis below the Key Metrics Dashboard.
The Funnel Stage Analysis breaks down your marketing touchpoints into three stages:
- First Contact: Initial sources that new prospects use to inquire, including self-scheduled tours.
- Pre-Tour Booked: Sources prospects interact with between their first contact and booking a tour
- Post-Tour: Sources prospects interact with after touring or applying.
Each stage's panel displays the following data:
- Total touchpoints and percentage of total
- Top marketing sources by volume
- Distribution of touchpoints across marketing sources
Conversion Path Table
You can find your report's Conversion Path Table below the Funnel Stage Analysis. The table displays the following data:
- Conversion Path: The sequence of marketing sources that led to conversion
- Event Count: The number of conversions that followed the path
- Days to Event: The average number of days that passed between first touchpoint and conversion
- Touchpoints: The number of marketing sources in the path
You can sort the table by the Event Count column to identify your most popular paths, or by the Days to Event column to identify your fastest-converting paths.
Filtering Options
Use the filters at the top of the page to adjust your view of the report:
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Event Achieved: Select a conversion event to analyze (Inquiry, Tour, Application, or Leases Signed).
- This filters the Funnel Stage Analysis to the selected event and beyond. For instance, if you select Tour, the Funnel Stage Analysis includes all prospects that toured, applied, or signed a lease.
- This filters the Conversion Path Table up to the selected event only, and not beyond. For instance, If you select Tour, the Conversion Path Table excludes touchpoints for prospects that applied or signed a lease.
- Touchpoint Source: Filter your report by specific touchpoints or sources that prospects used.
- Date Range: Set the timeframe for your report.
- Community Selection: Filter your report by a specific community, or select All Communities view data across your entire portfolio.
Using the Data
You can use your Marketing Attribution Report to do the following:
- Identify Effective Marketing Combinations: Use the Top Combination Path panel and Conversion Path Table to identify which marketing source combinations most frequently lead to conversions.
- Optimize Marketing Spend: Use the Funnel Stage Analysis to determine which sources are most effective at each stage of the customer journey and allocate your budget accordingly.
- Improve Conversion Velocity: Use the Average Days to Conversion metric to identify which marketing sources lead to faster conversions.
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Compare Portfolio-Wide and Community-Specific Insights: Toggle between portfolio-wide view and individual communities to compare marketing effectiveness across your portfolio:
- Portfolio-Wide: What sources your prospects used across all communities
- Community-Specific: What sources your prospect used for a specific community
Tips for Effective Analysis
- Compare different date ranges to identify seasonal trends.
- Filter by specific marketing sources to analyze their performance throughout the funnel.
- Look for marketing source combinations that have higher-than-average conversion rates.
- Identify sources that may not generate many initial leads but contribute significantly to tours, applications, and leases signed.