SQUID 1.3 – The ICN Attribution Approach

Knowing your leads is perhaps the most important outcome of marketing analysis. Identifying user journeys and seeing which marketing activity drew high-value or repeat customers to your site is invaluable to shaping your next marketing strategies.  However, some services and software can fail to accurately attribute leads and sales to the right origin point, marking them as unknown or not set. With the ICN Attribution Approach, we are working to improve tracking to optimise your long-term planning.

What is our Attribution Approach?

SQUID’s latest 1.3 update brings more reliability and certainty to your lead data with an enhanced attribution approach unique to ICN. Unifying discrete data streams from Google Analytics, Meta Analytics, SEMrush, and more, our approach works on a series of probabilities and cookie-free that pinpoints the true origin point of users from first interaction to lead generation with greater accuracy. Even where a user begins their journey, leaves, and returns months later, SQUID is able to track and identify their activity by their unique user ID.

As a WordPress plugin, SQUID is able to integrate your specific site metrics into the tracking algorithm. This means that SQUID develops a unique attribution model based on the data directly related to your site- allowing for greater certainty and even more accuracy in your tracking.

Our software developers are continuing to develop our attribution model to further optimise and add value to the attribution process. The Markov Attribution that the system is built on is the basis for a self-learning algorithm that utilises incoming data to progressively improve tracking.

“The next few months are going to be a very exciting time for our team. Working on their machine-learning algorithm is bringing something truly unique to the marketing world, removing doubts over user journeys by providing our marketing experts with reliable data to shape our client marketing plans towards the most successful paths.” – Geoff Baker, CEO of ICN.