operational attribution with google analytics

a framework and a methodology to make actionable attribution in GA

Jonathan Breton, Google

GAUC WARSAW Sept 25th

OPERATIONAL ATTRIBUTION

Source: eMarketer October 2013$

“Conversion attribution is the practice advertisers use to give appropriate

credit to every impression, interaction or click that

helped drive a conversion in a campaign”

DEFINITION OF ATTRIBUTION IS EVOLVING AS WE SPEAK

%

%

%

%

%

“Conversion attribution is the practice advertisers use to give appropriate

credit to every impression, interaction or click that

helped drive a conversion in a campaign”

+ offline value of a conversion

+predictive modeling

+ cross-device tracking

+ audience management

DEFINITION OF ATTRIBUTION IS EVOLVING AS WE SPEAK

+ distinction New vs Loyal cust.

+ impact o

f offlin

e marketin

g

efforts

+actionability

How can we use it to change the way we think about media?

How is Attribution doing today?

How can I find insights in Google Analytics and start experimenting?

What’s next after online attribution?

ATTRIBUTION, ANYONE?

ADVERTISERS TRACK DATA THAT THEY DON’T USE

last-click attribution

considers only 15% of the data you have collected

source: Average of Google Analytics premium experiments in SEEMEA

?

72%

MOST AGREE THAT ATTRIBUTION

ENABLES BETTER BUDGET DECISIONS

79%

MOST USE THE LAST-CLICK MODEL TO

MAKE THEIR BUDGET DECISIONS

source: IFOP/Google march 2014

THE LAST CLICK MODEL IS A DECADE OLD CONSENSUS

convertlastclick????

????

MOST MARKETERS STILL OPERATE IN A SILOED WORLD

SEO PAIDSEARCH

SOCIALMEDIADISPLAY EMAIL

“Need to better understand the

potential”

42%

“Lack of priority within marketing”

51%

MARKETERS NEED GUIDANCE AND METHOD

source: Marketing Attribution Management 2013 Buyer's Guide

“Unsure how to choose a

method/model”

42%

TODAY’s DUTY :

To give you simplified framework and a methodology

to crack the attribution discussion

in no time

See - Think - Doa simplified framework

Avinash KaushikGoogle Analytics Evangelist &

Market Motive Co-Founder

AT A GIVEN TIME, THEY ARE IN DIFFERENT CONSIDERATION STAGES

Men who wear shoes

Men who are thinking they need new shoes for the fall

Men who are looking to buy fall shoes now

ALL AUDIENCES ARE NOT EQUAL

A D

VO

C A

C Y

& L

O Y

A L

T Y

SEE THINK DOC O N S I D E R A T I O NA W A R E N E S S P U R C H A S E

E V A L U A T I O N

CERTAIN MEDIA REACHES CERTAIN AUDIENCES

D I S P L A Y

S E O S E O

S E M

STANDARD ASSUMPTIONS OF MEDIA

A F F I L I A T E S

SEE THINK DO

BREAKING DOWN ASSUMPTIONSRE-ALIGN MARKETING FOCUS WITH CONSIDERATION PHASE

SEE THINK DO

S O C IA LS O C I A L

S E O S E O S E O

D I S P L A Y D I S P L A Y D I S P L A Y

Y O U T U B E Y O U T U B E Y T

S E M S E MS E M

A F F I L I A T E S

E M A I LE M A I L

PAID MEDIA PLAYS MANY ROLESWIDE SCOPE OF TARGETING & OBJECTIVES

People who wear shoes

People who are thinking they need

new shoes for the fall

People who are are looking to buy fall

shoes now

DEMO / PSYCHO / SOCIALIN MARKET / SIMILAR AUDIENCES / TOPICS

INTERESTS / AFFINITY / REMARKETINGREMARKETING / CONTEXTUAL

PRODUCT-DRIVEN / OFFERS

YOUTUBE MASTHEAD / FIRST WATCHDEMO/PSYCHO/SOCIAL/INTEREST CATEGORY

IN MARKET / SIMILAR AUDIENCES / TOPICSINTERESTS / AFFINITY / REMARKETING

PRODUCTVIDEO

BRAND / PRODUCTLOWER FUNNEL

INDUSTRYGENERIC

YOUTUBE SEARCH / CATEGORY GENERIC / MID FUNNEL

SEE THINK DO

WHY DO WE STILL USE LAST CLICK?CAMPAIGNS MAY NOT GENERATE (ANY) CONVERSIONS RIGHT AWAY

SEE THINK DO

DEMO/PSYCHO/SOCIAL I N M A R K E T / S I M I L A R A U D I E N C E SR E M A R K E T I N G / C O N T E X T U A LP R O D U C T - C E N T R I C / O F F E R S

Y O U T U B E M A S T H E A D / D E M O /P S Y C H O / S O C I A L ? ? P R O D U C T

V I D E O

B R A N D / P R O D U C T /L O W E R F U N N E L T E R M S

G E N E R A LB R O A D

Y O U T U B E S E A R C H / C A T E G O R Y / M I D F U N N E L / P R O B L E M S O L U T I O N

ConversionsCPAROI

ConversionsCPAROI

ConversionsCPAROI

STANDARD CAMPAIGN METRICS OF SUCCESS

LET’S MEASURE BETTERMETRICS SHOULD ALIGN WITH MARKETING OBJECTIVES

SEE THINK DO

DEMO/PSYCHO/SOCIAL I N M A R K E T / S I M I L A R A U D I E N C E SR E M A R K E T I N G / C O N T E X T U A LP R O D U C T - C E N T R I C / O F F E R S

Y O U T U B E M A S T H E A D / D E M O /P S Y C H O / S O C I A L ? ? P R O D U C T

V I D E O

B R A N D / P R O D U C T /L O W E R F U N N E L T E R M S

G E N E R A LB R O A D

Y O U T U B E S E A R C H / C A T E G O R Y / M I D F U N N E L / P R O B L E M S O L U T I O N

● CTR● Page Depth● Store Locator views● Micro-conversions● Assist Conversions &

Ratios (over mid-term)

● Impressions/Reach● % of New Visits● Bounce rate● Assist Conversions &

Ratios (over long-term)

● Visitor Loyalty● Abandonment Rate● Conversions/CPA● Revenue/ROAS● Profit

REVISED CAMPAIGN METRICS OF SUCCESS (EXAMPLE)

WHAT MARKETERSCAN ACCOMPLISH

TODAYWITH GOOGLE ANALYTICS

ONLINE-TO-OFFLINE

CROSS-DEVICE

ConversionGenericSearch

BrandSearch

INTRA-CHANNEL

DIFFERENT VIEWPOINTSINCREMENTAL CUSTOMER INSIGHTS

Display Conversion

MULTI-CHANNEL

Mobile Search

ConversionDesktop Search

Desktop Search

Store Visit

Conversion

Search

Display Search Conversion

MULTI-CHANNEL

Desktop Search

Store Visit

Conversion

ONLINE-TO-OFFLINE

Mobile Search

ConversionDesktop Search

CROSS-DEVICE

DIFFERENT VIEWPOINTSINCREMENTAL CUSTOMER INSIGHTS

GenericSearch

BrandSearch

INTRA-CHANNEL

Conversion

A STEP BY STEP PROCESS

1 - measure the potential of attribution2 - design a See-Think-Do channel grouping

3 - adapt your KPIs4 - apply relevant models

MEASURE WITH GOOGLE ANALYTICS MULTI-CHANNEL FUNNELS REPORTING

Overview Assisted Conversions Top Conversion Paths

Time Lag Path Length


1 - measure the potential of attribution

A STEP BY STEP PROCESS1 - measure the potential impact of attribution on your mix-media

Look at the size of your “assisted” online business

Generic Search Click

Referral

Brand SearchClick

Display Impression

Assist interactions

Remarketing Click

Purchase

WHAT IS AN ASSIST INTERACTION?

Last interaction

ProductSearch

Click


70% of conversions are assisted


80% of conversion paths contain at least 2 different

channels


79% of your revenue are impacted by Attribution-driven decisions

A STEP BY STEP PROCESS1 - measure the potential impact attribution on your mix-media

tools used:

1 - USER SEGMENT

“ASSISTED CONVERSION USERS”

2- ATTRIBUTION OVERVIEW 15%*

ROI increase on assisted conversion=

12% overall business improvement !

*: realistic estimate of ROI improvement based on existing case studies

Redefined channelsSample data for demonstration purposes only

A STEP BY STEP PROCESS2 - Assign your channels and campaigns to See-Think-Do roles

Sample data for demonstration purposes only


Assist Ratios

Assist Metrics

÷ =Last-ClickConversions

Assist Conversions



SEE

5.015.0 0.30.5

Organic Search

Direct

0.8 0.63.1

THINK

Assist Ratios

DOTHINKSEE

Assist Conversions

9.0

Email

Display & Video: Upper Funnel

Display & Video: Mid-Funnel Paid Search:

Generic

0.7

Referral

Display & Video: Lower Funnel

Sample data for demonstration purposes only (may differ from previous/following screenshots)


USE THE ASSISTED

CONVERSION REPORT

AND WORK ON YOUR

CHANNEL GROUPING

Brand Paid Search



3 - adapt your KPIs

Generic Search Click

Referral

SEE THINK DO

Brand Search

Click

Newsletter SignupDisplay

Impression

Assist interactions

Microconversion

Remarketing Click

MacroconversionPurchase

A STEP BY STEP PROCESS3 - Adapt your KPIs to SEE-THINK-DO performance

Last interaction

Microconversion

% new users

A STEP BY STEP PROCESS3 - Give monetary values to your engagement goals

source: Dave McClure’s example conversion metrics

Acquisition ▼ Cost Analysis

▼ AdWords▼ Display Targeting

Acquisition▼AdWords

▼ Display Reporting


Fall Collection (Int./Affinity)







Fashion & Style - Chanel

Fashion & Style - Michael Kors

Fashion & Style - Steve Madden

Fashion & Style - Dior

Fashion & Style - Adidas

Fashion & Style - Nike

Fashion & Style - Reebok

Choose Microconversion

Goal 2: Store Locator

Microconversions

ANIMATION


3 - Adapt your KPIs to SEE-THINK-DO performanceSET

SEE, THINK and DO

MICRO-CONVERSIONS



3 - adapt your KPIs4 - apply relevant models

A STEP BY STEP PROCESS4 - apply relevant models to new KPIs/Channels

Conservative growth strategy

Aggressive growth strategy

Finishing more existing conversion paths

Starting more new conversion paths

Converting more existing customers

Converting more new customers

Driving brand capitalization

Driving brand awareness

EXPERIMENT WITH A GRADUAL SHIFT AWAY FROM LAST CLICK

USE MODEL

COMPARISON TOOL on

your new KPIs and

new CHANNELS

(period = 10x avg

path length)

MOVE TOWARDS CUSTOM MODELSFOR MORE SOPHISTICATED ALLOCATION

ANIMATION


“THINK” CAMPAIGN SCORECARDCOMBINING TRADITIONAL AND NEW METRICS

6.5

Interest/Affinity Campaign

“Think” Average

3.2

Assist Conversions & RatiosTraditional Metrics

Page Depth & Microconversions

0.8 Store Locator views/session (+90% vs. site avg.)

150 Accounts created (10% CVR)

19 Conversions (0.01% CVR, $500 CPA, 0.3 ROI)

$5K Investment

55k Clicks (5% CTR, 1.1M impressions)

15 Potential future customers*

*10% Avg. Conversion rate from microconversions to macroconversions over 6 month time period

Assist Ratio

Ass

ist

Co

nve

rsio

ns

● Assisted 5% of all transactions (125)

● Assisted 5% of all revenue ($11,125)

● 54 conversions with Think Custom model

● 2x higher likelihood of assisting (vs. ‘Think’ average)

● +40% higher avg. order value when assist

(vs. overall AOV)Sample data for demonstration purposes only

DATA-DRIVEN MODELSALGORITHM-POWERED MODELS IN GA PREMIUM

Search Email Likelihood of Purchase

Display

3%

Search EmailLikelihood of

Purchase

2%

Increased likelihood of purchase by 50%

Premium

25%

growth in

ROI

x2 non-brand paid

search performance

x3 display

performance

+44% website sales

Want smarter attribution?

Give it more data !

Demo of UA’s userID and Measurement protocol features

Count the DCM impressions in your attribution reporting

Create remarketing lists in GAp and push them instantly in DBM

PremiumDOUBLECLICK INTEGRATIONSimport Impression data in your attribution reporting

AD

AD

AD

SITEAPP

SITE

SITEAPP

User 1

User 2

User 3

USING THE USER-ID FEATURECROSS-DEVICE MEASUREMENT

DEMO

http://www.majophotography.com/ACMETRAVEL/homepage.php?utm_source=yourwebsite&utm_medium=display&utm_content=banner%20green&utm_campaign=permanent%20offer

Creates profile based on User-ID instead of Client-ID

USING THE USER-ID FEATURECROSS-DEVICE MEASUREMENT

DEMO

SITE

AD

AD

AD

Online leads are qualified on the phone

Sales close after in-person meetings

Revenue generation happens in store

attribute ?

USING THE MEASUREMENT PROTOCOLOFFLINE CONVERSION MEASUREMENT

EVEN BEYOND?

RETHINK YOUR MEDIA

RETHINK YOUR METRICS

RETHINK YOUR MODEL

RETHINK DATA SCOPE

JUST DO IT !

SO, WHAT TO REMEMBER NOW?

Thank you. Questions?

APPENDICES

Avinash Kaushik blog:

http://www.kaushik.net/avinash/

Avinash Kaushik blog - framework post:

http://www.kaushik.net/avinash/see-think-do-content-marketing-measurement-business-framework/

Dave McClure’s “start-up metrics for Pirates”:

http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version

Framework and methodology related contentUSEFUL LINKS









Code to extract GA’s CID of a user for later use in Measurement Protocol

<?php

function gaParseCookie() {

if (isset($_COOKIE['_ga'])) {

list($version,$domainDepth, $cid1, $cid2) = split('[\.]', $_COOKIE["_ga"],4);

$contents = array('version' => $version, 'domainDepth' => $domainDepth, 'cid' => $cid1.'.'.$cid2);

$cid = $contents['cid'];

}

else $cid = gaGenUUID();

return $cid;

}

?>


NON-GOOGLE CODE

use at your own

risk

Example of Measurement Protocol HIT ( more info) =

http://www.google-analytics.com/collect?v=1

&tid=UA-XXXXX-6

&t=pageview

&dl=http%3A%2F%2Fwww.yourwebsite.php

&cs=WARSAW%20GAUC --- optional

&cm=Jonathan --- optional

&dt=testMP

&cid=<?php echo gaParseCookie() ?>

&uid=CRM_ID --- optional


https://developers.google.com/analytics/devguides/collection/protocol/v1/devguide



Attribution success storiesLINKS TO CASE STUDIES

On the Beach: http://www.google.com/analytics/customers/pdfs/on-the-beach.pdf

Sellpoints: http://www.google.com/analytics/customers/pdfs/sellpoints.pdf

Amari: http://www.google.com/analytics/customers/pdfs/amari.pdf

More case studies available at http://www.google.com/analytics/customers/

operational attribution with google analytics

Internet