In the previous units, we covered how multi-touch attribution helps us understand influence, while leverage points help us prioritize our optimization efforts. Now, let's practice using these ideas together to make strategic marketing decisions.

Engagement Message

Ready to start optimizing?

Type

Sort Into Boxes

Practice Question

Let's start with attribution models. Match the model to its core function.

Labels

• First Box Label: Credits the Start
• Second Box Label: Credits the End

First Box Items

• First-Touch
• Good for awareness

Second Box Items

• Last-Touch
• Good for conversion

Type

Swipe Left or Right

Practice Question

Now, let's identify high-leverage vs. low-leverage optimization activities. Swipe each activity to the correct category.

Labels

• Left Label: High Leverage
• Right Label: Low Leverage

Left Label Items

• Fixing the stage where 50% of users drop off.
• A/B testing the call-to-action on your most-visited landing page.
• Simplifying a complex and confusing pricing page.
• Addressing the biggest bottleneck in the funnel.

Right Label Items

• Rewording a headline on a low-traffic blog post.
• Changing the button color on the "About Us" page.
• Optimizing a stage that already has a 95% conversion rate.
• Making small tweaks to every single email.