smarter attribution with google analytics
TRANSCRIPT
March 4, 2015
Smarter Attribution with Google Analytics
Adrian Vender
Director of Analytics, IMI
@AdrianVender
searchmarketingexpo.com@AdrianVender
#SMX #24c
Last Click Attribution?
User goes to your site & converts on that visit.Full credit goes to that source.
(Most web analytics tools use last click attribution)
searchmarketingexpo.com@AdrianVender
#SMX #24c
Multi-Channel, Multi-Device Attribution
In reality, the path to conversion may occur over many visits.Early touch points would get no credit with last click model.Multiple devices may be involved as well.
searchmarketingexpo.com@AdrianVender
#SMX #24c
The Case for Multi-Attribution
Very common to have over 60% multi-touch conversions!
Conversions > Multi-Channel Funnels > Path Length
searchmarketingexpo.com@AdrianVender
#SMX #24c
Time for Change
We know that multi-attribution is important…
But we still act using single-touch (last-click) attribution.
It’s time to embrace multi-attribution in Google Analytics
searchmarketingexpo.com@AdrianVender
#SMX #24c
Multi-Attribution Challenges in GA
• No offline conversions (in-store or phone orders, etc)*call tracking solutions can send calls to GA, but not orders
• No native cross-device tracking*UserID can be matched, if provided. Not always practical
• Display impression tracking available (GA Premium only)*Otherwise, lack of impression data has severe impact to attribution
There is no perfect multi-attribution system!
searchmarketingexpo.com@AdrianVender
#SMX #24c
Google Analytics Channels
Make sure all of your traffic is properly identified in the right Channels.
If you don’t UTM tag your links:• Email traffic is split to Direct and
“mail.” referrals• Social traffic is slit to Direct and
obscure referrals.
https://support.google.com/analytics/answer/3297892?hl=en
searchmarketingexpo.com@AdrianVender
#SMX #24c
UTM Tagging
Check out @AnnieCushing and her guide to UTM tagging.
http://www.annielytics.com/guides/definitive-guide-campaign-tagging-google-analytics/
searchmarketingexpo.com@AdrianVender
#SMX #24c
Go to Attribution Reports in GA
searchmarketingexpo.com@AdrianVender
#SMX #24c
Configure the Modeling Report
• Select/Deselect appropriate conversions
• Type “All” is more common
• Adjust your lookbackwindow to a max of 90 days
searchmarketingexpo.com@AdrianVender
#SMX #24c
Choosing an Attribution Model
You can select pre-defined rule-based models, or you can create custom rule-based models.
With GA Premium, you can enable an algorithmic “Data-Driven” attribution model!
Learn more about selecting and creating attribution models from Avinash!
http://www.kaushik.net/avinash/multi-channel-attribution-modeling-good-bad-ugly-models/
Unsure? Try “Position Based” model!
searchmarketingexpo.com@AdrianVender
#SMX #24c
Custom Models
Create a custom model from scratch or use an existing model as a baseline.
• Adjust position weights• Specify lookback window• Adjust credit based on
user engagement• Custom rules, such as
increasing credit towards Brand PPC
searchmarketingexpo.com@AdrianVender
#SMX #24c
Model Comparisons
Selecting a multi-touch model may provide a significant lift of conversion credit to your marketing channels.
*Link your AdWords, DoubleClick (GA Premium only), or import cost datafor any source to get CPA and ROAS metrics.
https://support.google.com/analytics/
answer/2803329?hl=en
searchmarketingexpo.com@AdrianVender
#SMX #24c
Custom Channel Groupings
Create channel groupings to identify your specific marketing mix.
searchmarketingexpo.com@AdrianVender
#SMX #24c
Conversion Segments
Use Conversion Segments with Attribution Models to answer questions like:
“What’s the revenue influence of Paid Search as an introducer?”
“How much credit does each channel get for long conversion journeys?”
searchmarketingexpo.com@AdrianVender
#SMX #24c
Recap
• Tag and Identify your Channels
• Setup Goals and/or Ecommerce Tracking
• Import cost data (whenever possible)
• Beware of “normal” GA last click attribution
• Experiment with different preset and custom models
• Leverage custom channel groupings and conversion segments
searchmarketingexpo.com@AdrianVender
#SMX #24c