Measuring the effectiveness of each channel with attribution is attaching the source to each order — whether this order comes from Zalo, Facebook, TikTok, a platform or a website — to know exactly which channel generates revenue and which channel is just a waste of effort. If not measured, businesses "guess" which channel is strong, easily spending money in the wrong place and neglecting the channel that actually makes money. Zenify recorded a 21% increase in conversion rate (approved) when businesses measured the correct attribution.
TL;DR
- Attribution = attach source to each order to know which channel makes money.
- Not measuring = guessing, putting resources in the wrong place.
- Attach source to: tracking link, source code, customer inquiries, UTM.
- Allocation by first/last touch channel or multi-touch.
- Measure every month, compare, cut ineffective channels.
What is Attribution
Attribution (source assignment) is the process of determining where a customer comes from before purchasing:
This application was found through a Facebook ad or a Zalo message?
Customers read the website and then move to the buying platform - for which channel?
Without attribution, businesses look at total revenue but don't know "which door the money comes from".
How to attach power to the unit
1. Tracking link (UTM / source code)
Each advertising campaign uses its own link with source code.
The application from that link is attached to the correct campaign.
2. Ask the customer/source for declaration
When closing an order: "Do you know where the shop goes?" — record.
Simple but depends on the customer.
3. Channel pooling system
Messages come from which channel has that source attached (Zalo/Messenger/livechat).
Single entry from which conversation → that conversation source (see Multi-channel unification).
Popular attribution model
Model | How to assign | When to use
First Touch | Assign to the channel the customer first encounters | Evaluating new access channels
Last touch | Assign to end-buyer channel | Evaluate the closing channel
Multi-touch | Divide by all channels touched | See the full picture
Vietnam retail reality: Customers often text Zalo to ask → finalize via Zalo, but know about the shop via Facebook. If only counting the "last touch", Facebook is underestimated even though it plays a role in bringing visitors. You should monitor both.
Avoid errors when measuring
Last touch only: Underestimating the reach channel (Facebook, advertising).
Not attaching source to the message: The customer is sending the message from nowhere.
Not measuring periodically: old data, decisions based on last month.
Ignore customers who don't remember the source: grouped into "other", distorting the data.
Operation: measure → compare → adjust
Each month: Check the number of messages, orders, and value by each channel.
Compare: Which channel increases, which channel decreases, which channel wastes effort and doesn't make money.
Adjustment: add more resources to effective channels, review poor channels.