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I would prefer to keep it attributed to performance (last click attribution) as lookalike will bring in people that were not a part of the funnel before. But curious to hear from everyone!

Interesting scenario. There are 3 things to consider here: Content Source Medium In the campaign that you mention, Content = ad content which people clicked on before converting Source = URLs of the content which was used to build lookalike aka content Medium = Ad platform used to serve ads aka paid So I will attribute the conversion to paid as a medium and content as the source. ^ In the above scenario I will go one step beyond and have media and sources for all touchpoints and THEN apply my attribution model on top of it. Touchpoint 1 will have medium 1 and source 1 Touchpoint 2 will have medium 2 and source 2 ...and so on. On this data I will apply whatever attribution model I follow to get to the actual attribution result. Let me know if this part is not clear.

how we have simplified this is to look attribution and pipeline in two ways:- • Direct or Acquired : Includes the channel name that acquired that contact • Accelerated or Influenced(include all the content pieces available on website) So for you particular case I will look at the Influenced pipe and further cut that down to utm_source=cpc/ppc for contacts influenced by content via paid campaigns

Good question. For such exact scenarios I see a few team using the concept of Tactics and Offers. Every interaction (that you want to attribute) include both- a Tactic and an Offer. 1. A tactic is what drove the interaction-> meaning the source/medium. E.g., google paid, google organic, an outbound email, a cold call, etc. 2. An offer is essentially what was offered as after the user was acquired using a tactic. Now let us a few common tactics vs offers here-

• for google paid as a tactic-> usually there is a landing page with free trial, some product videos, an ebook, some useful content like competitor comparison charts, etc. These become offers!

• for product marketing email as a tactic-> most common offer here would be the content of the email, ebook, case study, a calculator, etc.

Problem with current attribution is people end up mixing tactics and offers. It is important to look at both but separately. I see most teams focusing only on the tactics when both tactics and offers are equally important. We all use utm_source/medium/campaign for "tactics" but rarely I see marketers using something for offer. One way is to use "utm_content" like @Aniruddh Jain said. But don't confuse "utm_content" of the ad with that of what was the offer there. Maybe start using "utm_offer". And then analysing source/mediums/campaigns (i.e., tactics) separately and content (offers) separately. Interesting would be see what tactic works well with what offers.

Thank you Thank You so much for such detailed answer 🙏🏻 I will take 1-2 days to properly grasp this and read more on it. Will get back, if I still have any doubt. Once again Thank You 🙂