Take Credit Where Credit's Due

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Annie Cushing talks about how marketers can — and should — take credit for their hard work with these simple fixes to Google Analytics.

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Take Credit Where Credit's Due

  1. 1. THIEVES! THIEVES EVERYWHERE
  2. 2. IDENTIFY THE CULPRITS
  3. 3. 1. LAST-CLICK ATTRIBUTION
  4. 4. 2. VISITS FROM DESKTOPAPPS, WORD FILES, & PDFs
  5. 5. THESE FILES ARE HEADLESS
  6. 6. 3. VISITS FROM SECURE SITES
  7. 7. BOOKMARKLET HERE
  8. 8. 4. VISITS FROM MANY(MOST?) MOBILE APPS
  9. 9. 5. VISITS FROM iOS6
  10. 10. LEARN MORE FROM THIS POST(includes custom report)
  11. 11. NO LOCKGOOGLE.COM ISFINE. REFERRALDATA PASSES!
  12. 12. LAST-CLICK ATTRIBUTIONVISITS FROM DESKTOP APPSVISITS FROM WORD FILESVISITS FROM PDFsVISITS FROM SECURE SITESVISITS MANY MOBILE APPSiOS6 MOBILE DEVICES
  13. 13. HOW TO STRIKE BACK
  14. 14. OPT 1: CAMPAIGN TAGGING
  15. 15. WHAT MAKES A VISIT DIRECT?MEDIUM: NONESOURCE: NONE
  16. 16. HOW DOES TAGGING HELP?MEDIUM: NONE YOU CHOOSESOURCE: NONE YOU SET
  17. 17. DEVISE TAGGING STRATEGY
  18. 18. MEDIUM NAMESOURCE
  19. 19. TERM CONTENT
  20. 20. WHAT IS MEDIUM?
  21. 21. Quick Aside …How can you trackprint, billboard, TV,and radio in GA?
  22. 22. VANITY URL
  23. 23. BUT ANYWAY …BACK TO OUR REGULARLY SCHEDULED PROGRAM
  24. 24. WHAT IS SOURCE?
  25. 25. SOURCE = WHERE THE URL LIVES
  26. 26. SOURCE =RESOURCE THAT PROVIDED THE CLICKGOOGLE SAYS …
  27. 27. I SAY…
  28. 28. SOURCE = TWITTERSOURCE = FACEBOOKSOURCE = MASHABLESOURCE = PINTEREST
  29. 29. TWITTERFACEBOOKYOUTUBEPINTERESTMEDIUM  SOURCE
  30. 30. NOT GOOD CHOICES FOR MEDIUM
  31. 31. WHAT IS CAMPAIGN NAME?
  32. 32. NAME = (UMM) CAMPAIGN NAME
  33. 33. A few tipsfrom thetrenches
  34. 34. 1. Be consistent
  35. 35. 2. Use lowercase
  36. 36. 3. Separate w/ + sign
  37. 37. 4. Customizemkt_tok
  38. 38. Translation: Goog, instead of looking for utm_content, look for mkt_tok, kthx!bit.ly/custom-parameters
  39. 39. REPORTS
  40. 40. LET THE GAMES BEGIN
  41. 41. EMAIL VS SOCIALCOMPARE MEDIUMS
  42. 42. BANNER VS CPCCOMPARE MEDIUMS
  43. 43. TWITTER VS FACEBOOKCOMPARE SOURCES FOR A MEDIUM
  44. 44. AFFILIATE A VS AFFILIATE BCOMPARE SOURCES FOR A MEDIUM
  45. 45. MAR+NEWSLETTER VS APR+NEWSLETTERCOMPARE CAMPAIGNS
  46. 46. MOTHERS+DAY VS FATHERS+DAYCOMPARE CAMPAIGNS
  47. 47. CREATE TAGGED URLs(TWO OPTIONS)
  48. 48. GET HEREURL BUILDER
  49. 49. YEAH, I CREATED A GOOGLE DOC(AGAIN …)
  50. 50. bit.ly/annies-url-tool
  51. 51. A PEEK UNDER THE HOOD
  52. 52. bit.ly/custom-dashboard
  53. 53. If you use the bymonth report bewareof formatting drama
  54. 54. 1. Reorder
  55. 55. 2. Export
  56. 56. 3. Fix funky formatsbit.ly/convert-dates
  57. 57. MULTI-CHANNEL FUNNELS
  58. 58. A FEW IMPORTANT NOTES
  59. 59. 2. Only use on an unfiltered profilebit.ly/filtered-profiles
  60. 60. 3. Only goes back 30 days
  61. 61. 5. MCF data lags by up to two days
  62. 62. 6. If last click is direct, it counts as direct
  63. 63. MCF REPORTS
  64. 64. SAMPLE CLIENT WHO DOES EMAIL
  65. 65. Last Click Assist Total$3 $4 $7133% LIFT IN REPORTED REVENUE FOR EMAIL
  66. 66. Last Click Assist Total$3 $6 $9200% LIFT IN REPORTED REVENUE FOR ORGANIC
  67. 67. Last Click Assist Total$3 $8 $11267% LIFT IN REPORTED REVENUE FOR PAID SEARCH
  68. 68. CREATE YOUR OWNCONVERSION SEGMENTS(MUCH LIKE TRADITIONAL ADVANCED SEGMENTS)
  69. 69. OUT OF THE BOXONES YOU CREATE
  70. 70. Let’s make one!
  71. 71. 3. CHANGE ATTRIBUTION MODELCHANGE ATTRIBUTIONMODEL
  72. 72. 1ST CLICK: $0 2ND CLICK: $0 3RD CLICK: $0 LAST CLICK: $100LAST INTERACTION MODEL
  73. 73. 1ST CLICK: $100 2ND CLICK: $0 3RD CLICK: $0 LAST CLICK: $0FIRST INTERACTION MODEL
  74. 74. 1ST CLICK: $25 2ND CLICK: $25 3RD CLICK: $25 LAST CLICK: $25LINEAR MODEL
  75. 75. 1ST CLICK: $10 2ND CLICK: $20 3RD CLICK: $30 LAST CLICK: $40TIME DECAY MODEL
  76. 76. 1ST CLICK: $40 2ND CLICK: $10 3RD CLICK: $10 LAST CLICK: $40POSITION BASED MODEL
  77. 77. HERE’S WHERE TO FIND IT
  78. 78. LEARN MORE ABOUTATTRIBUTION MODELING
  79. 79. LEARN MORE
  80. 80. Summary blog postbit.ly/take-your-credit
  81. 81. E: ANNIE@ANNIELYTICS.COMT: @ANNIECUSHINGL: LINKEDIN.COM/IN/ANNIECUSHING

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