For a walkthrough of the Multi Touch Attribution Report watch this Video Overview.
For in-depth metric definitions go here.
Overview
Knock's Multi Touch Attribute (MTA) report provides insight into the prospect’s journey in finding a new home. The MTA report tracks the number of prospects that only interact with a single marketing source, those prospects that interact with more than one marketing source, and shows which source may be the most effective in generating leases.
The MTA report captures the marketing source for each individual event that occurs for a prospect. These events include prospect creation (i.e., how the prospect was created), appointments, visits, applications, leases, and inbound communications.
For example, a visit may have been scheduled using Zillow but that prospect may have been created by calling the tracking number on ApartmentList. When a source is not provided for any event, we aggregate that data in a bucket called "Source Not Provided". That way, the Visits and Leases on this report match that of other reports.
Filters
Filter | Description |
Date Range |
You may select one of the preset date ranges available (defaults to Last 7 Days) or you may enter a custom date. Once you complete the date selection the report will automatically reload. The Last 7 Days filter does not include the current day. |
Properties | This is a multi-select for what properties you'd like data for. User can select all properties by clicking the "All" option. After selecting the properties, you must select ‘Apply’ in order for the report to reload. |
Visualization
The MTA report includes a bar graph with two tabs as seen in the below screenshots.
The chart will display the Total Prospects and a breakout of how many of those prospects were single-touch (engaged with only one marketing source during the selected time frame) or were multi-touch (engaged with multiple marketing sources during the selected time frame).
When the user clicks on the ‘Conversions’ tab, the chart will change to the below screenshot which will display the same breakout for Leases.
In both cases, Single Touch + First Touch = Total Prospects.
Data Definitions
Data Point | Definition |
Prospects/Leads |
This is the number of leads that had an event in the time range selected and for the filters applied. This includes leads marked as “Not a Prospect”. Event Type includes:
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Total Conversion |
This is the percentage of prospects/leads with a lease event in the selected time range for the properties selected and can be calculated by dividing the 'Total Leases' column by the 'Total Prospects' column. |
ST Conversions |
This is the percentage of prospects/leads with a lease event and had only one marketing source identified in the selected time range for the properties selected. When expanded, this metric can be calculated by dividing the 'ST Leases' by the 'ST Prospects' column. Definitions for expanded column:
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FT Conversions |
This is the percentage of prospects/leads with a lease event and engaged with more than one marketing source in the selected time range for the properties selected. Attribution is given to the First Marketing Source. When expanded, this metric can be calculated by dividing the 'FT Leases' by the 'FT Prospects' column. Definitions for expanded column:
Example: Prospect A had the following events: (1) submitted a Form via the Property Website (2) scheduled an appointment using Zillow (3) scheduled a second appointment using ApartmentList (4) Leased This prospect would show up in the FT Conversions columns in the following ways: (a) FT Prospects under Property Website (b) FT Conversions under Property Website |
LT Conversions
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This is the percentage of prospects/leads with a lease event and engaged with more than one marketing source in the selected time range for the properties selected. Attribution is given to all Marketing Sources except the First. When expanded, this metric can be calculated by dividing the 'LT Leases' by the 'LT Prospects' column. Definitions for expanded column:
Example: Prospect A had the following events: (1) submitted a Form via the Property Website (2) scheduled an appointment using Zillow (3) scheduled a second appointment using ApartmentList (4) Leased This prospect would show up in the LT Conversions columns in the following ways: (a) LT Prospects under Zillow AND ApartmentList (b) LT Conversions under Zillow AND ApartmentList |
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