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.

Marketing Technology Business

@AnnieCushing annielytics.co@AnnieCushing annielytics.co
USING MULTI-CHANNEL FUNNELS TO IDENTIFY
YOUR SITE’S RED-HEADED STEP CHILDREN

@AnnieCushing annielytics.co
TOOLS DOC: BIT.LY/TONS-OF-TOOLS

@AnnieCushing annielytics.co
TOOLS DOC: BIT.LY/AUDIT-CHECKLIST

@AnnieCushing annielytics.co
TIP: LOWERCASE BITLY URLS

@AnnieCushing annielytics.co@AnnieCushing annielytics.co
WHICH MARKETING CHANNELS
ARE YOUR UNSUNG HEROES?

@AnnieCushing annielytics.co@AnnieCushing annielytics.co
LET’S TALK LAST-CLICK ATTRIBUTION

@AnnieCushing annielytics.co
SOCIAL ORGANIC

@AnnieCushing annielytics.co
SOCIAL ORGANIC EMAIL

@AnnieCushing annielytics.co
SOCIAL ORGANIC EMAIL CPC

@AnnieCushing annielytics.co
SOCIAL ORGANIC EMAIL CPC
$100 credit

@AnnieCushing annielytics.co@AnnieCushing annielytics.co
LET’S TALK MULTI-CLICK ATTRIBUTION

@AnnieCushing annielytics.co
SOCIAL ORGANIC EMAIL CPC
$25 credit$25 credit$25 credit$25 credit

@AnnieCushing annielytics.co
LAST-CLICK ATTRIBUTION
TRAVESTY

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MULTI-CHANNEL FUNNELS
APPROACH

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ASSISTED CONVERSIONS REPORT

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COUPLE RECOMMENDED CHANGES

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IMPACT OF ASSISTED CONVERSIONS

@AnnieCushing annielytics.co
FIX: BIT.LY/GA-CAMPAIGN-TAGGING
Skip to the “Fixing Your
Default Channel
Grouping” section of
the guide

@AnnieCushing annielytics.co
GINORMOUS CAVEAT
MCF CHANNELS
≠
STANDARD CHANNELS

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GOOGLE’S GOOD OL’ BOY SYSTEM

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DIRECT DONATED ITS
CONVERSIONS

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FURTHER FALLOUT FROM THIS SHIFT

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TIME TO PURCHASE TIME LAG

@AnnieCushing annielytics.co
FURTHER FALLOUT FROM THIS
SHIFT
TIME TO PURCHASE TIME LAG

@AnnieCushing annielytics.co
LOOKBACK WINDOW COMPLICATES MORE

@AnnieCushing annielytics.co
Because standard GA ignores
DIREC

@AnnieCushing annielytics.co
cpc
referral organic
direct
Difference in Core & MCF
Time to Purchase: 8 days
Time Lag: 19 days

@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.

@AnnieCushing annielytics.co
SLIDESHARE: BIT.LY/AI-CUSHING

@AnnieCushing annielytics.co
E: ANNIE@ANNIELYTICS.COM
T: @ANNIECUSHING
L:
LINKEDIN.COM/IN/ANNIECUSHING

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

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