attribution measurementwe face three major challenges with attribution #1: understanding...

Proprietary + ConfidentialProprietary + Confidential

Driving Growth Through Measurement & Attribution

Proprietary + Confidential

More than half of all web traffic is now coming from smartphones and tablets 1

>50%

Proprietary + Confidential 1Google Analytics data, US, Q1 2016.


of consumers 1

of the ads that consumers identified as being

were viewed on a mobile device 1

of online adults start an activity on one device,

2

79% 60% 75%

Driven by mobile, consumer behavior has fundamentally changed

Proprietary + Confidential1 Think with Google, January 2017, Overcoming Mobile Measurement Challenges to Drive Brand Lift and Sales Growth 2 Google/IPSOS Connect, March 2016, Digital Devices Bridge the Physical World, n=2013 US online respondents 18+


Many advertisers are only analyzing one smallpart of the consumer path, their final touchpoint


However, invaluable insights emerge when you use attribution to look beyond the final touchpoint, at the entire user journey


Correctly track allconversions that matter

Measure

Value all touchpoints in the customer journey by shifting to

non-last-click attribution

Attribute

Use data to drive better bidding, targeting,

and budget decisions

Act


Measure


Do you know what happens after a user clicks through to your site?

User completes a

User your ad

User on your ad

User on your website

For many, whether or not the user takesaction from the website is unknown?


Enable conversion tracking


Understand whether your site visitors are completing the actions you want them to take when they land on your site.


Through our tools, you can measure a wide variety of actions, based on your business needs

LeadsNewsletter sign-ups

In-store conversions

Pages visited

App downloads

Phonecalls

In-app purchases

Users reached

Converted leads

Cross-device activity

Videos played

Online purchases


Attribute


Have you ever booked a vacation in one sitting,on one device?



Chances are, your booking process looked more like this

Sunday

Searched “best tropical vacations” during your commute and decided the Bahamas was your perfect destination.

Searched “bed and breakfast Bahamas” to find lodging for your trip. Paradise Bay Bahamas seemed like the best option.

Monday Tuesday Wednesday Thursday Friday Saturday

Searched for and clicked on“Paradise Bay Bahamas”.

Over lunch, you searched “Paradise Bay Bahamas reservation 10/1-10/10” to confirm availability for your trip.

It was available, so you booked!


Understanding users’ fragmented journeys can be challenging

Friday AM“Paradise Bay Bahamas reservation 10/1-10/10”

Friday AMBookedreservation!

Tuesday AM“bed and breakfast Bahamas”

Sunday AM“best tropical vacations”

Wednesday PMclicked “ParadiseBay Bahamas”


Attribution helps you connect these dots







The first click initiated the purchasing process...







but the last click was the final interaction before the purchase...







...and middle clicks connected the two together!







We face three major challenges with attribution

#1: Understanding cross-device activity

#2: Understanding intra-channel activity

#3: Understanding multi-channel activity

User behavior across mobile, desktop and

tablet devices

User behavior across campaigns within the

same channel(ex. search advertising)

User behavior across all channels

(ex. display, organic, social)


Google has new solutions to address these challenges

– Launched in June 2016

– Currently in development

#1: Understanding cross-device activity

#2: Understanding intra-channel activity

#3: Understanding multi-channel activity

User behavior across mobile, desktop and

tablet devices

User behavior across campaigns within the

same channel(ex. search advertising)

User behavior across all channels

(ex. display, organic, social)


Use Google Ads Search Attribution to assign credit to touchpoints that occur on the Search Network

Free tool for Google Ads users

Clear process for selecting and

comparing models

Accounts for cross-device

behavior

“Flip the switch”setup

Compatible with Smart Bidding


Value your users’ journeys with Google Ads Search Attribution in just three simple steps

Step 1Select the best attribution model for your business

Step 2Change the model in Google Ads

Step 3Rethink your timeline for analysis


Step 1Choose an attribution model


If your account is eligible, always select the data-driven model

Tip

Step 1Select the best attribution model for your business.


Select the data-drivenmodel to allow Google's machine learning to determine how much credit to give each interaction

to determine which user touchpoints are most influential

Assigns credit across

the user path

over time,based on performance


If your account doesn’t qualify for data-driven attribution, select a rules-based model

Models How it works Use if your business has a:

TimeDecay

Allocates more credit to touchpointscloser to the time of the conversion

Conservative growth strategy

Best for advertisers who arewell-established within their market

Position-Based

Assigns more credit to the user’s first and the last touchpoints, then equally shares the remaining value

across all other touchpoints

Aggressive growth strategy

Best for advertisers who are new to theirmarket or are primarily focused on new

customer acquisition


Change your attribution model with three simple steps

Step 2

1 2

Select the conversion action

(e.g. purchase, lead)

Select attribution model

Implementation instructions available here.Need help?

Remember to choose data-driven, if available! Don’t forget to save settings.

TipRemember to include conversion actions in "Conversions” to use those for optimization and Smart Bidding.

Tip

https://support.google.com/adwords/answer/6259715?co=ADWORDS.IsAWNCustomer%3Dfalse&hl=en


Rethink your timeline for analysis

Step 3

To properly analyze performance:

1.(we recommend at least

a 30-day range)2.

(example: analyze days 1-30 for Month 1on day 5 of Month 2)

The Attribution Reports and Time Lag analysis can give guidance on the number of days you should wait.

Tip

For Example:

https://support.google.com/adwords/answer/1722023?co=ADWORDS.IsAWNCustomer%3Dfalse&hl=en


Moving beyond last-click on Search delivers 5% more conversions on average, at a similar cost-per-conversion.1

Non last-click attribution drives better performance!

5%

Proprietary + Confidential1 Based on an internal blog post about a Google Econometrics study with thousands of accounts who moved away from last-click


Act


Use insights from your non-last-click attribution modelto drive strategic changes in your account

LeverageSmart Bidding

Smart Bidding automatically sets optimal

bids based on your attribution model – no

more manual work!

Expand into generic keywords

Upper funnel, generic keywords will now get the

credit they deserve.

Increase mobile bids

Mobile devices are also likely to get more credit so increase your mobile bids

Ensure you arenot constrained

by budget

Be sure your campaigns have room to grow when you

start generating more conversions.

Learn more about adjusting your budgets on thefollowing slide.

Smart Bidding will use conversions actions that have been included in “Conversions column” (see slide)

Keep in mind


Be prepared to re-examine your campaignbudgets after shifting to a new attribution model

If a campaign is... We recommend:

Limited by budget

Meeting or exceeding its performance goals

● Reallocating excess budget to campaignsthat are currently constrained

● Using the Maximize Conversions bidding strategy to drive as many conversions as possible within your existing budget

● Increasing your budget on constrainedcampaigns to capture available demand

● Implementing recommended budget in the Budget Explorer tool

● Using a Shared Budget across campaignsto efficiently distribute your budget

https://support.google.com/adwords/answer/2517512?hl=en


Unlock growth for your business by:

Measure Attribute Act

Correctly track allconversions that matter

Value all touchpoints in the customer journey by shifting to

non-last-click attribution

Use data to drive better bidding, targeting,

and budget decisions

attribution measurementwe face three major challenges with attribution #1: understanding...

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