Identifying Your Site's Red-Headed Step Children with Google Analytics' Multi-Channel Funnels

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If you are using last-click attribution alone for your analytics reporting in 2014, you are missing the boat. This presentation details why it's important to see which channels are contributing to your site's final conversions or sales. It also details the giant cluster Google has created for itself when it decided how conversions from direct visits were going to be calculated.

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  • This was the original Blue Man Group
  • You can customize your attribution models.
  • Don’t talk about it not belonging here yet.
  • Identifying Your Site's Red-Headed Step Children with Google Analytics' Multi-Channel Funnels

    1. 1. Multi-Channel Awesome By Annie Cushing
    2. 2. @AnnieCushing annielytics.co@AnnieCushing annielytics.co USING MULTI-CHANNEL FUNNELS TO IDENTIFY YOUR SITE’S RED-HEADED STEP CHILDREN
    3. 3. @AnnieCushing annielytics.co TOOLS DOC: BIT.LY/TONS-OF-TOOLS
    4. 4. @AnnieCushing annielytics.co TOOLS DOC: BIT.LY/AUDIT-CHECKLIST
    5. 5. @AnnieCushing annielytics.co
    6. 6. @AnnieCushing annielytics.co TIP: LOWERCASE BITLY URLS
    7. 7. @AnnieCushing annielytics.co@AnnieCushing annielytics.co WHICH MARKETING CHANNELS ARE YOUR UNSUNG HEROES?
    8. 8. @AnnieCushing annielytics.co@AnnieCushing annielytics.co LET’S TALK LAST-CLICK ATTRIBUTION
    9. 9. @AnnieCushing annielytics.co SOCIAL
    10. 10. @AnnieCushing annielytics.co SOCIAL ORGANIC
    11. 11. @AnnieCushing annielytics.co SOCIAL ORGANIC EMAIL
    12. 12. @AnnieCushing annielytics.co SOCIAL ORGANIC EMAIL CPC
    13. 13. @AnnieCushing annielytics.co SOCIAL ORGANIC EMAIL CPC $100 credit
    14. 14. @AnnieCushing annielytics.co@AnnieCushing annielytics.co LET’S TALK MULTI-CLICK ATTRIBUTION
    15. 15. @AnnieCushing annielytics.co SOCIAL ORGANIC EMAIL CPC $25 credit$25 credit$25 credit$25 credit
    16. 16. @AnnieCushing annielytics.co LAST-CLICK ATTRIBUTION TRAVESTY
    17. 17. @AnnieCushing annielytics.co MULTI-CHANNEL FUNNELS APPROACH
    18. 18. @AnnieCushing annielytics.co ASSISTED CONVERSIONS REPORT
    19. 19. @AnnieCushing annielytics.co COUPLE RECOMMENDED CHANGES
    20. 20. @AnnieCushing annielytics.co
    21. 21. @AnnieCushing annielytics.co
    22. 22. @AnnieCushing annielytics.co 577%
    23. 23. @AnnieCushing annielytics.co IMPACT OF ASSISTED CONVERSIONS
    24. 24. @AnnieCushing annielytics.co FIX: BIT.LY/GA-CAMPAIGN-TAGGING Skip to the “Fixing Your Default Channel Grouping” section of the guide
    25. 25. @AnnieCushing annielytics.co GINORMOUS CAVEAT MCF CHANNELS ≠ STANDARD CHANNELS
    26. 26. @AnnieCushing annielytics.co GOOGLE’S GOOD OL’ BOY SYSTEM
    27. 27. @AnnieCushing annielytics.co DIRECT DONATED ITS CONVERSIONS
    28. 28. @AnnieCushing annielytics.co FURTHER FALLOUT FROM THIS SHIFT
    29. 29. @AnnieCushing annielytics.co TIME TO PURCHASE TIME LAG
    30. 30. @AnnieCushing annielytics.co FURTHER FALLOUT FROM THIS SHIFT TIME TO PURCHASE TIME LAG
    31. 31. @AnnieCushing annielytics.co FURTHER FALLOUT FROM THIS SHIFT TIME TO PURCHASE TIME LAG
    32. 32. @AnnieCushing annielytics.co LOOKBACK WINDOW COMPLICATES MORE
    33. 33. @AnnieCushing annielytics.co
    34. 34. @AnnieCushing annielytics.co
    35. 35. @AnnieCushing annielytics.co
    36. 36. @AnnieCushing annielytics.co
    37. 37. @AnnieCushing annielytics.co
    38. 38. @AnnieCushing annielytics.co
    39. 39. @AnnieCushing annielytics.co Because standard GA ignores DIREC
    40. 40. @AnnieCushing annielytics.co cpc referral organic direct Difference in Core & MCF Time to Purchase: 8 days Time Lag: 19 days
    41. 41. @AnnieCushing annielytics.co
    42. 42. @AnnieCushing annielytics.co MY ADVICE? • If you have the choice between standard ecommerce reports and MCF, go with standard. • If you use both standard reports and MCF reports, differentiate between them.
    43. 43. MY ADVICE?
    44. 44. @AnnieCushing annielytics.co LEARN MORE
    45. 45. @AnnieCushing annielytics.co SLIDESHARE: BIT.LY/AI-CUSHING
    46. 46. @AnnieCushing annielytics.co E: ANNIE@ANNIELYTICS.COM T: @ANNIECUSHING L: LINKEDIN.COM/IN/ANNIECUSHING

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