attribution super modeling with google analytics

Elliott KoppelDirector of Paid Search and Analytics

Virante@thekoppel

Where are we coming from?

A flat world of attribution . . .

In reality, conversions take place over many days and across multiple channels.

Only 14% of marketers surveyed consider last-click analysis to be “very effective.”• Yet over 50% are still using it!

- Data from 2012 Joint Study by eConsultancy and Google Analytics

The death of last click attribution?

Marketing attribution is the practice of determining the role that channels play in informing and influencing the customer journey.

Benefits

How do I know if there are attribution issues?

Is there a high amount of overlap between any channels on the multi-channel funnels overview report?

Are more than 20% of conversions multi-day?

Are more than 20% of conversions multi-path?

Conversion Example

1. Paid Search

2. Referral

3. Organic Search

4. Social Link - Twitter

4. Email Link

6. Direct

Registration

Attribution Models

Attributes 100% of the conversion value to the first channel with which the customer interacted

First Touch

Attributes 100% of the conversion value to the last channel with which the customer interacted before buying or converting.

Last Interaction

Gives equal credit to each channel interaction on the way to conversion.

Linear

Assigns the most credit to touchpoints that occurred nearest to the time of conversion.

Time Decay

Instead of giving all the credit to either the first or last interaction, you can split the credit between them.

Position Based

Get Access to the Attribution Tool• bit.ly/GetTheTool

Custom Channel Grouping

Discount Bounce Rate Model

Discount Bounce Rate Model

Discount Direct and Bounces

Discount Direct and Bounces

Discount Direct and Bounces

Discount Direct and Bounces

Changes in Channel Investments

Q&A@thekoppel