In the Multifamily industry, Attribution analysis is a method for evaluating the performance of a marketing channel or a platform used for generating leads. Also known as "performance attribution," it attempts to analyze aspects of a marketing investment selections and decisions quantitatively—and to identify sources of better returns. For multifamily marketers, attribution analysis can be an effective tool to assess marketing strategies.
You will learn about Performance AI's Attribution Analysis Reports in this article.
Log into your Performance AI account. Click on Attribution Manager and select Attribution Analysis.
The Summary Report is divided into three sections. The first section shows the following details:
- Users: The Users are the number of leads checking out the property through channels like ILSes, property websites, etc.
- Created Leads: The created leads are the number of leads who submitted a form to schedule a tour or enquire about the property through the different marketing channels and campaigns.
- 1st Tours: The 1st tour is the number of unique tours created over the selected date range. Only one tour is counted for one lead.
- Applied: All the leads who have applied for a lease are counted under Applied.
- Leased: Leased shows the number of people leased in the property.
The second section shows a trend chart of the created leads over the selected period.
The third section shows the categorization of the source, Medium, campaign, content, channel, Method, and assist through which the leads have come into the Hyly.AI systems. It shows the following details:
Source
The source is the digital location where the user came from. It could be a specific site name, the advertiser that placed the ad for you, or the name of a YouTube channel you run. You want to put something in this parameter to tell you where the person was before coming to your site. Under the Source section, you can see the sources through which the leads have been created or directed to the property website. The Source section shows the number of leads you have gotten from the different sources and the percentage of the leads generated from each source out of the total.
Medium
The Medium where you capture the users' attention is categorized under Medium. The Medium can be Referral, Digital, CPC, Organic, Signature, or Sales Support. Under the Medium section, you will see the Medium through which they were directed to fill out the contact form. The Medium section shows the number of leads you have from the different mediums and the percentage of the leads generated from each Medium out of the total.
CampaignIf you are running a specific campaign for the content going out, you can specify that campaign in this parameter. Use a code name, the slogan, the campaign name, or whatever you feel is easiest. Consider this as the when of your UTM. The Campaign metrics help track the leads coming through the marketing campaigns that the organization is running on different platforms. The Campaigns are dependent on the marketing strategies run by the organization. The Campaign section shows the number of leads you have gotten from the various campaigns and the percentage of the leads generated from each campaign out of the total.
When running Google Ads, your traffic will come through Google Analytics simply as Google/CPC, which isn't necessarily helpful. It's far more beneficial to know which keyword or "term" you bid on that led to the user visiting your site.
This way, you know exactly how a Google Ad was triggered to send people to your site. You can track which piece of content led to a click on your site.
The Content metrics help you track which piece of content led to a click on your site. This is great for situations where you are testing pieces of content running during a campaign and want to know which is getting the best result. The Content section shows the number of leads you have gained from the different content and the percentage of the leads generated from each content out of the total.
Channel
The channel can be defined as the entity that initiates the information into the different platforms. Performance AI has three defined channels, which are as follows:
- API: The leads entering the system through different marketing channels apart from the property website is considered API channel. These API channels are integrated with the Hyly.AI systems.
- Prospect: The leads entering the system through the property website are considered the Prospect Channel.
- Agent: The leads created in the system by the agents are considered to be in the agent channel.
The channel metrics help track which channel got you the most leads. The Channel section shows the number of leads you have gotten from the different channels and the percentage of the leads generated from each channel out of the total.
The Method is the way by which the prospect has entered the system. The Method can be web, phone, email, or walk-in. The Method section shows the number of leads you have from the different methods and the percentage of the leads generated from each Method out of the total.
Assist is the prompt that helps the leads to take action to schedule a tour or fill up a form. Assist can be the chatbots, widgets, ILS platforms (if they prompt the users to take action), etc. The Assist section shows the number of leads you have from the different methods and the percentage of the leads generated from each assist out of the total.
The Attribution Analysis report is further segregated in the detailed Parameters reports. The first and second sections of all the Parameters' Reports show the same data as for the Summary Report.
Source
The Source Report shows the number of leads created through each source. The report contains a bar chart and a trend chart for each source depicting the number of leads generated over the selected period.
The last section of the Source Report shows a bump chart of all the sources through which the leads are generated over the selected period.
Medium
The Medium Report shows the number of leads created through each of the Mediums. The report contains a bar chart and a trend chart for each Medium depicting the number of leads generated over the selected period.
The last section of the Medium Report shows a bump chart of all the Mediums through which the leads are generated over the selected period.
The Campaign Report shows the number of leads created through the various campaigns run by the property. The report contains a bar chart and a trend chart for each campaign depicting the number of leads generated over the selected period.
The last section of the Campaign Report shows a bump chart of all the campaigns through which the leads are generated over the selected period.
Content
The Content Report shows the number of leads created through the marketing content used by the property. The report contains a bar chart and a trend chart depicting the number of leads generated over the selected period.
The last section of the Content Report shows a bump chart of the contents through which the leads are generated over the selected period.
Channel
The Channel Report shows the number of leads coming through the various channels. The report contains a bar chart and a trend chart depicting the number of leads coming through these channels over the selected period.
The last section of the Channel Report shows a bump chart of the channel through which the leads come over the selected period.
The Method Report shows the number of leads coming using the various methods. The report contains a bar chart and a trend chart depicting the number of leads using these methods over the selected period.
The last section of the Method Report shows a bump chart of the methods using which the leads come over the selected period.
The Assist Report shows the number of leads created through each assist. The report contains a bar chart and a trend chart for each assist depicting the number of leads generated over the selected period.
The last section of the Assist Report shows a bump chart of all the assists through which the leads are generated over the selected period.
Along with the reports, you can use other features such as:
Property Filter
You can check the reports for the entire org or a specific property by clicking on the All Properties dropdown and selecting all properties or a specific one.
You can select the date range by clicking on the date filter. The reports will show the data depending on the period you choose.
Mark Favorite
You can export the reports as PDFs, share the report via email, and schedule the reports by clicking on the share icon.
You can decide on the frequency of the recurring reports and schedule the emails to the managers/agents of the property/org based on their roles.
With Performance AI, you can add notes for the reports by clicking on the notes icon.
