Attribution with Google Analytics.How to do it… and why you shouldn’t!.

Dara FitzgeraldHead of Insightwww.freshegg.co.uk@darafitzgerald

Multi-session conversion analysis. The tools available.

The tools available.

• Multi-Channel Funnels

• Attribution Modelling Tool

• Data-Driven Attribution (Premium only)

Multi-Channel Funnels.

MCF includes assisted conversions metric. 43% of conversions are assisted here.

Multi-Channel Funnels.

• Conversion tracking required (Goals and/or Ecommerce)

• Ensure correct campaign tagging or the data is meaningless• AdWords auto-tagging

• Manual campaign parameters (URL builder)• utm_source• utm_medium• utm_campaign

• E.g. http://www.abc.com/?utm_source=mailer&utm_medium=email&utm_campaign=sep13

Multi-Channel Funnels.

Tailored channel groupings

Multi-Channel Funnels.

Assisted and last are not mutually exclusive!

i.e. channels can assist & close the same conversions

Multi-Channel Funnels.

AND

Organic true assist

Change to ‘include’ for organic self assist segment

Multi-Channel Funnels.

Multi-Channel Funnels. PPC contribution

Attribution Modelling Tool.

LinearCredit split evenly across the entire conversion path.

Time DecayCredit reduces back from the point of conversion.

Position BasedFirst & last click heavily weighted; remainder split in the middle.

Attribution Modelling Tool.

Compare up to 3 different models

Data-Driven Attribution (Premium only).

• Algorithmic models

• Includes non-converting paths

• Transparency for model behaviour

• Channel weights are based on the impact that channel has on conversion probability

• Data from AdWords, GDN, DFA and cost import are available for ROI analysis

Data-Driven Attribution (Premium only).

Prove value of upper funnel activity

The dash indicates this channel did not appear in this path position

% reflects the overall weighting of a channel at a particular position in the path

What’s wrong with all this?

#1. Offline impact.

Online campaign drives awareness

But purchase is completed offline

Attribution =

#2. Cross-device purchase paths.

A single user…

Browses on mobile en route to work

Compares prices on work PC

Purchases on home laptop

Attribution =

#3. The big issue.

Display Organic PPC

Point of initial conversion

Acquisition

Email Social Email

It should focus on lifetime value impact.

CRM activity

Attribution focusses on acquisition only. Retention is ignored.

So, what should we be doing?

Optimisation through controlled testing.

• Audience profiling, segmentation and conversion path analysis inform tests

• Testing is needed to determine causation. Customers predisposed to purchase need to be separated from incremental effect of advertising

• Attribution tools don’t make decisions; they inform the tests that determine decisions

Optimisation through controlled testing.

Control Group100,000 visits

Normal exposure100,000 visits

3.0% conversion= £13,000 net profit

2.0% conversion= £100,000 net profit

Net per visit: £1

Test Group100,000 visits

Net per visit: £1.05

Normal exposure90,000 visits (90%)

Test exposure10,000 visits (10%)

2.1% conversion= £94,500 net profit

Net per visit: £1.30

Optimisation through controlled testing.

• There are considerable challenges to this approach

• Splitting out test and control groups can be difficult and significant samples are required

• The biggest issue is testing the impact of combinations of channels as it is not easily possible to share targeting data across all channels.

• Remember testing should not be confined to acquisition channels but should also apply to retention

Summary.

Summary.

• Use MCF to better understand each channel’s role in conversion. Form hypotheses for testing

• Don’t mix different activities together, e.g. email newsletters and sales emails. Customise channel groupings in MCF as much as possible

• Don’t treat all conversions as equal. Look at paths for different conversion types separately

• Split true and self-assists for each channel and look at total channel contribution

• Universal Analytics promises to greatly enhance possibilities for Customer Lifetime Value (CLV) measurement and optimisation

• Run controlled tests to determine incremental value

Thank You!Dara FitzgeraldHead of Insightwww.freshegg.co.uk@darafitzgerald