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Fresh Egg - Explore Attribution with Google Analytics Multi Channel Funnels

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  • 1. Start exploring attribution for free:With Google Analytics’ Multi-Channel Funnels.Dara FitzgeraldHead of Insight @ Fresh Eggdara@freshegg.com@darafitzgerald
  • 2. Modern digital landscape.SocialEmailDisplayAffiliateMobile
  • 3. Campaign tagging. http://www.abc.com/?utm_source=eshot&utm_medium=email&utm_campaign=sep11Email• Email not tracked in GA will show as direct or referral• Social media will show as referral by default• Affiliate will show as referral by default• Badly implemented URL redirects can cause PPC traffic to be misattributed as organic
  • 4. Campaign tagging. http://www.abc.com/?utm_source=eshot&utm_medium=email&utm_campaign=sep11Email• Email not tracked in GA will show as direct or referral• Social media will show as referral by default• Affiliate will show as referral by default• Badly implemented URL redirects can cause PPC traffic to be misattributed as organic
  • 5. Campaign tagging. http://www.abc.com/?utm_source=eshot&utm_medium=email&utm_campaign=sep11Email• Email not tracked in GA will show as direct or referral• Social media will show as referral by default• Affiliate will show as referral by default• Badly implemented URL redirects or failing to use auto-tagging can cause PPC traffic to be misattributed as organic
  • 6. Last click attribution is flawed. Visit 1 Visit 2 Visit 3 No conversion No conversion CONVERSION Social Media Organic non-brand Paid brand term INTRODUCER INFLUENCER LAST CLICK GETS GETS NO CREDIT GETS NO CREDIT ALL THE CREDIT
  • 7. Single interaction attribution issues. Awareness Brand awareness channels e.g. social media, display adverts, generic keywords Product research e.g. product keywords, product Interest emails, comparison sites Selection channels e.g. Deal/price keywords, price comparison sites, Desire Google Shopping Converting channels Action e.g. branded PPC, branded organic, affiliate, email, Google shopping
  • 8. Multi-Channel Funnels.
  • 9. Path length.
  • 10. Time lag.
  • 11. Assisted conversions.
  • 12. Assisted conversions.
  • 13. Assisted conversions.
  • 14. First interaction conversions.
  • 15. Top conversion paths.
  • 16. Basic channel grouping. Standard Retargeting Brand Non-brand Brand Generic Non-brand Long-tail Natural referral Paid affiliate E-marketing campaigns Sales team emails
  • 17. Custom channel groupings.
  • 18. Advantage of custom channel groupings. Basic channel grouping Custom channel grouping Generic view. Google’s predefined Bespoke view. channels. Tailored to match your business.
  • 19. Conversion segments.Assisted conversions reportTop conversion paths
  • 20. Conversion segments.
  • 21. Use case 1.Organic vs. paid Organic generic Organic specific Paid brand 0.3% conv. rate 3% conv. rate 6% conv. rateANDAssisted conversions: 95 Assisted conversion value: £24,515
  • 22. Use case 2.Organic non-brand vs. brand Organic non-brand Organic non-brand Organic brand “Running shoes” “Saucony running shoes” “Saucony ProGrid ShoeRetailer” 0.3% conv. rate 2% conv. rate 6% conv. rate
  • 23. Use case 2 - cont.Organic non-brand vs. brandANDANDANDAssisted conversions: 79 Assisted conversion value: £18,525
  • 24. Points to note about MCF. 30 days Conversion Organic Paid Paid Direct Counts as 1 assist for PaidNot included in MCF Gets the credit in Not ignored in MCF standard reports
  • 25. Summary.• Failing to look at full picture can lead to bad decisions• Upper funnel keywords/channels could be providing hidden value• Robust and consistent tracking is imperative• Single data source is best to avoid double counting• There is no silver bullet for attribution. The best approach will differ for each business.• The key is to start using this additional data to better inform decisions
  • 26. Thank You!
  • 27. On average, B2B marketers employ 8 different content marketing tactics to achieve their goalsContentmarketinginstitute.com

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