What makes the multi-touch report valuable to marketing teams?
Sources appearing after the first contact show how that source is contributing to conversions, even if it wasn't the first source. Marketing teams no longer need to worry that they don't see the "full" impact because prospects may submit additional inquiries after their first one.
What are some example attribution scenarios?
Scenario 1
- A prospect clicks on a Google Ad
- They arrive on the property website
- They leave the property website
- They return two days later and submit a contact form (either on an EliseAI widget or a native form)
- Touchpoints: Google Ads > Property Website
Scenario 2
- A prospect clicks on a Google Ad
- They arrive on the property website
- They leave the property website
- Touchpoints: None; the prospect will not show on the report
Scenario 3
- A prospect clicks on a Google Ad
- They arrive on the property website
- They submit an inquiry on the property website
- They return two days later from a Facebook ad (no form submission)
- Touchpoints: Google Ads > Property Website
Scenario 4
- A prospect clicks on a Google Ad
- They arrive on the property website
- They submit an inquiry on the property website
- They return two days later from a Facebook ad (no form submission)
- They submit another contact form
- Touchpoints: Google Ads > Property Website > Facebook > Property Website
What does the date range filter on the multi-touch report do?
The date range filter uses the date of the key event to filter for prospects.
For example:
- Filter by 3/1 - 3/31 and key event = tour
- Funnel Output = all touchpoints for prospects with their first tour event in that range, including touchpoints beyond the tour event
- Conversion Path Output = all touchpoints up to the tour event for prospects with their first tour event in that range
Does multi-touch only work for EliseCRM customers? Are there any customers who can't use it?
Multi-touch works for all customers. It works most effectively if webchat is enabled on the property website. Without webchat, the data is not as accurate.
To operate with the best possible data, customers need to ensure all inquiries and calls are directed through EliseAI.
Do customers need to use webchat in order to use the multi-touch report?
Not necessarily. We will still capture the original source of all inquiries, meaning if a prospect submits one form on Zillow and one form on your community's website, we will see both touchpoints. However, without webchat, we will not track the "original" source of the property website form submission if, for example, the prospect initially navigated to the website from a Google Ad.
Is the system tracking all steps from First Contact, Pre-Tour Booked, and Post-Tour?
The EliseAI system see all sources that lead up to an event through the inquiry origin and UTM tracking.
For example:
- A prospect inquires through Zillow = Zillow touchpoint
- A prospect clicks on the website link from Zillow and inquires through the website = Zillow > Property Website touchpoints
We also save the UTM source as a cookie for 30 days. If the prospect returns to the property website and submits an additional inquiry within that 30 days, we will maintain their traffic source.
Do all call touchpoints appear in the multi-touch report?
Calls that create a new inquiry will be in the multi-touch report. This means any first-time calls or calls through a net-new source will count as a touchpoint.
If a prospect calls a number they already have, it will not count as a touchpoint. Meaning if they previously called the Zillow number and then call it again, it will only count as one Zillow touchpoint.
Does EliseAI's multi-touch reporting add a cookie in the browser from UTM codes?
Some websites can report multi-touch attribution by adding a cookie in the browser from UTM codes. This allows your PMS to record each visit to the website by the same user and record what source a specific visit it from. At the point the user submits their contact information, the ID is then associated with contact details.
The EliseAI multi-touch report provides all inquiry points throughout each prospect's journey. The system utilizes our widget code to track the original source for inquiries that occur on the website where we observe UTM codes that indicate the original source of the prospect.
For example, a prospect goes from Zillow to the property website. We recognize the original source as Zillow through a cookie creation (the cookie expires after 30 days). When they submit a form through the website, we see the touchpoints as Zillow > Property website.
The cookie persists for up to 30 days, so even if they don’t submit a form on their first visit, we still capture Zillow as the first touchpoint.
What is a UTM code and how does it help the multi-touch report?
A UTM code is added to the end of a URL to state the source of the web traffic.
For example: www.example.com?utm_source=zillow
-
- Zillow = utm value
- utm_source = UTM Key
What does the EliseAI system use to track the source of the first touch?
We use the system origin and the tracking link to determine original source.
For example:
- Call from Zillow number: system origin = call and source = Zillow
- Click to the website from Zillow (with utm code in url): system origin = property website, original source = Zillow, all sources = Property Website & Zillow
- Form submission on Zillow: system origin = Zillow and source = Zillow