{"id":2098,"date":"2022-08-01T05:24:59","date_gmt":"2022-08-01T03:24:59","guid":{"rendered":"https:\/\/shinkai-dev.com\/m-dev\/?p=2098"},"modified":"2023-02-13T11:23:04","modified_gmt":"2023-02-13T10:23:04","slug":"bien-choisir-son-modele-dattribution","status":"publish","type":"post","link":"https:\/\/shinkai-dev.com\/m-dev\/bien-choisir-son-modele-dattribution\/","title":{"rendered":"Bien choisir son mod\u00e8le d\u2019attribution"},"content":{"rendered":"<section class=\"l-section wpb_row height_custom\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_grid cols_1 laptops-cols_inherit tablets-cols_inherit mobiles-cols_1 valign_top type_default stacking_default\"><div class=\"wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><p>Acqu\u00e9rir plus de visiteurs sur votre site, et les convertir c\u2019est votre objectif. Avec des campagnes Social ads, des liens sponsoris\u00e9s (Google ads) ou encore gr\u00e2ce \u00e0 votre r\u00e9f\u00e9rencement naturel, les moyens de conversion des visiteurs en clients sont vari\u00e9s. G\u00e9n\u00e9rer une conversion ne se fait pas en un clic. Il est important de savoir que cela ne s\u2019effectue pas toujours en une seule visite. Il faut bien d\u00e9finir les canaux et les objectifs.<\/p>\n<p>Il est difficile de bien r\u00e9partir son budget selon les canaux, quel canal g\u00e9n\u00e8re plus de revenus, faut-il leur donner la m\u00eame importance ? Ces questions doivent \u00eatre pos\u00e9es en amont de tout projet digital et les mod\u00e8les d\u2019attribution permettent d\u2019y r\u00e9pondre.<\/p>\n<p>Selon Google, un mod\u00e8le d\u2019attribution est \u00ab\u00a0une r\u00e8gle ou un ensemble de r\u00e8gles d\u00e9terminant le mode d\u2019affectation des cr\u00e9dits associ\u00e9s aux ventes et aux conversions aux points de contact sur les chemins de conversions\u00a0\u00bb<\/p>\n<p>La r\u00e9ponse est avant tout, il faut bien conna\u00eetre les diff\u00e9rents mod\u00e8les d\u2019attribution s\u00e9lectionn\u00e9s chez Google Analytics et utiliser\u00a0<strong>l\u2019outil de comparaison int\u00e9gr\u00e9<\/strong>\u00a0sur la plateforme.<\/p>\n<\/div><\/div><div class=\"w-separator size_medium\"><\/div><div class=\"g-cols wpb_row via_grid cols_2 laptops-cols_inherit tablets-cols_inherit mobiles-cols_1 valign_top type_default stacking_default\"><div class=\"wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"w-image align_none\"><div class=\"w-image-h\"><img loading=\"lazy\" decoding=\"async\" width=\"350\" height=\"334\" src=\"https:\/\/shinkai-dev.com\/m-dev\/wp-content\/uploads\/2022\/08\/blog-82-1.jpg\" class=\"attachment-large size-large\" alt=\"\" \/><\/div><\/div><\/div><\/div><div class=\"wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"w-image align_none\"><div class=\"w-image-h\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"220\" src=\"https:\/\/shinkai-dev.com\/m-dev\/wp-content\/uploads\/2022\/08\/datavisualisation-quels-enjeux-pour-les-entreprises-300x220-1.jpg\" class=\"attachment-large size-large\" alt=\"\" \/><\/div><\/div><\/div><\/div><\/div><div class=\"w-separator size_medium\"><\/div><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><h2 class=\"mb-2\">Les mod\u00e8les d\u2019attribution par d\u00e9faut dans Google Analytics<\/h2>\n<ul>\n<li><strong>Le mod\u00e8le derni\u00e8re interaction<\/strong>\u00a0: le dernier point de contact avec lequel l\u2019internaute a interagi est cr\u00e9dit\u00e9 de 100% de la valeur d\u2019une conversion. C\u2019est un mod\u00e8le conseill\u00e9 pour les achats ne n\u00e9cessitant pas une grande r\u00e9flexion.<\/li>\n<li><strong>Le mod\u00e8le dernier clic non direct<\/strong>: c\u2019est comme le mod\u00e8le derni\u00e8re interaction mais le trafic direct est exclu.<\/li>\n<li><strong>Le mod\u00e8le dernier clic sur une annonce Google Ads<\/strong>: ce mod\u00e8le permet principalement d\u2019attribuer 100% de la valeur de conversion* \u00e0 l\u2019annonce Google Ads. Cette pratique permet d\u2019identifier les annonces Google Ads qui convertissent le mieux m\u00eame de mani\u00e8re indirecte.<\/li>\n<li><strong>Le mod\u00e8le premi\u00e8re interaction<\/strong>: le premier point de contact avec lequel l\u2019internaute a interagi est cr\u00e9dit\u00e9 de 100% de la valeur d\u2019une conversion.<\/li>\n<li><strong>Le mod\u00e8le Lin\u00e9aire<\/strong>: tous les points de contact se partagent le cr\u00e9dit de la valeur de conversion \u00e0 part \u00e9gale. Ce mod\u00e8le est utile si vous avez de nombreux canaux en \u00e9tat actif et si votre strat\u00e9gie est l\u2019acquisition de nouveaux prospects et la fid\u00e9lisation de vos anciens clients.<\/li>\n<li><strong>Le mod\u00e8le d\u00e9pr\u00e9ciation dans le temps<\/strong>: avec ce mod\u00e8le, plus le point de contact est proche du moment de la conversion plus son poids est important.<\/li>\n<li><strong>Le mod\u00e8le bas\u00e9 sur la position<\/strong>:\u00a0 un cr\u00e9dit important accord\u00e9 \u00e0 la premi\u00e8re et derni\u00e8re interaction. Ce mod\u00e8le te permet de connaitre les premiers points de contact qui am\u00e8nent \u00e0 une conversion, et ceux qui convertissent r\u00e9ellement.<\/li>\n<\/ul>\n<p>*\u00a0<em>Valeur d\u2019une conversion: exemple un utilisateur va sur le site et ach\u00e8te un produit \u00e0 50$, la valeur de la conversion est donc de 50$<\/em><\/p>\n<h2 class=\"mb-2\">Comment choisir votre mod\u00e8le?<\/h2>\n<ol>\n<li>Choisissez la p\u00e9riode d\u2019analyse : La p\u00e9riode d\u2019analyse est la dur\u00e9e\u00a0 entre le premier point de contact et l\u2019acte d\u2019achat. La p\u00e9riode d\u2019analyse doit correspondre au cycle d\u2019achat.<\/li>\n<li>S\u00e9lectionnez le mod\u00e8le qui correspond \u00e0 vos objectifs et votre environnement concurrentiel (mod\u00e8le lin\u00e9aire, premi\u00e8re interaction<\/li>\n<\/ol>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":2101,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[],"tags":[45],"class_list":["post-2098","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-web-analyse"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Bien choisir son mod\u00e8le d\u2019attribution - m-dev<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/shinkai-dev.com\/m-dev\/bien-choisir-son-modele-dattribution\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Bien choisir son mod\u00e8le d\u2019attribution - 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