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Attribution Examples for the Fitness Center Industry

Let’s dig into the Fitness Center industry, focusing on how different marketing channels contribute to customer conversions. We’ll use Time-Decay and Position-Based attribution models to understand the customer journey. These models are excellent for making strategic and tactical decisions, a specialty of NuSpark Media Group.

Example 1: Time-Decay Attribution Model for Fitness Centers

Scenario: Jake is looking to get back into shape and comes across various ads from “TotalBody Gym,” which is offering a 10-day free trial.

Customer Journey:

  • Day 1: Clicks on a Google Paid Ads search ad.
  • Day 3: Clicks on a TV ad’s vanity URL while watching a fitness show.
  • Day 5: Notices a Facebook ad and clicks.
  • Day 7: Clicks on a Retargeting ad and redeems the 10-day free trial.

Time-Decay Attribution:

  • Google Paid Ads: 10% credit
  • TV Ad: 20% credit
  • Facebook: 30% credit
  • Retargeting Ad: 40% credit

Insight: The Time-Decay model indicates that Retargeting Ads and Facebook are the most influential in Jake’s decision to redeem the free trial. These channels are particularly effective in the final stages of the decision-making process, suggesting they should receive a larger share of the advertising budget.

Example 2: Position-Based Attribution Model for Fitness Centers

Scenario: Emily wants to join a fitness center with a good mix of cardio and strength training. She encounters various ads from “CardioPlus Gym,” offering a 20% discount on the first month’s membership.

Customer Journey:

  • Day 1: Clicks on an Instagram ad.
  • Day 2: Clicks on an Online Display ad on a health blog.
  • Day 4: Clicks on a TikTok ad.
  • Day 5: Redeems the 20% discount after clicking a Pinterest ad.

Position-Based Attribution:

  • Instagram: 40% credit (First Touch)
  • Online Display: 10% credit
  • TikTok: 10% credit
  • Pinterest: 40% credit (Last Touch)

Insight: The Position-Based model highlights the critical roles of Instagram and Pinterest in both initiating and closing the customer journey. These channels appear to be the most effective in capturing attention and driving action, suggesting they should be focal points in future campaigns.

Key Takeaways:

  • Time-Decay is valuable for understanding the increasing influence of each channel as the customer nears the decision point.
  • Position-Based identifies the key channels that are most effective in both initiating and concluding the customer journey.

By leveraging these attribution models, NuSpark Media Group can strategically allocate resources to the most impactful channels in the Fitness Center industry, ensuring a higher ROI and more effective campaigns.

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