1. Каквo е Attribution и защо да ме интересува? 2. Какви решения за Attribution предлага Google? 3. Как да извлека максимална полза от инструментите, които са ми на разположение?

1. Кристиян Димитров
Measurement & Attribution Specialist

2. Business
Objective

3. Business
Objective
Measure

4. Business
Objective
Measure Attribute

5. Business
Objective
ActMeasure Attribute

6. Attribute

8. AdWords
DoubleClick
Search
Google
Attribution
DoubleClick Campaign
Manager

9. Google Analytics
Google Ads
Google Marketing Platform
Google Attribution
Google Analytics 360

10. High
Low
Low HighComprehensiveness
Actionability
GoAtGAds
GMP
GA GA 360

11. Generic BrandGDN RemarketingGeneric

12. Generic BrandGDN RemarketingGeneric
Brand
Biddable?

13. Generic BrandGDN RemarketingGeneric
Biddable?
Brand
BrandGDN Remarketing

14. Generic BrandGDN RemarketingGeneric
Biddable?
Brand
BrandGDN Remarketing
Generic Brand

15. Generic BrandGDN RemarketingGeneric
Biddable?
Brand
BrandGDN Remarketing
Generic Brand
GDN RemarketingShopping Brand
Generic

16. Generic BrandGDN RemarketingGeneric
Biddable?
Brand
BrandGDN Remarketing
Generic Brand
GDN RemarketingShopping Brand
Generic
GDN RemarketingShopping Brand
Generic
3
3

17. Confidential&Proprietary
Proprietary + Confidential
Google Ads
Attribution

18. YY%
Conversions with 1 Ad Click
Last Click
Attribution is correct
for these conversion

19. XX%
Conversions with 2+ Ad Clicks
Last Click Attribution is
incorrect for these
conversions
YY%
Conversions with 1 Ad Click
Last Click
Attribution is correct
for these conversion

20. XX%
Conversions with 2+ Ad Clicks
Last Click Attribution is
incorrect for these
conversions
YY%
Conversions with 1 Ad Click
Last Click
Attribution is correct
for these conversion

21. Top Conversion Paths Report
Where can I see how my users convert ?

22. Where
Last Click
is wrong.
Path Length Report
How many clicks does it take my users to convert?

23. Position-based Data-Driven*
Linear
Time Decay
First ClickLast Click
*Requires:
15,000 Google.com
Search clicks and 600
conversions per
conversion action in
last 30 days.
Available Attribution models

24. Conservative growth
strategy
Growth oriented
Market Leader New to the market
Low competition High competition
Available Attribution models

25. 3% Conversion Rate
2% Conversion Rate
50%
How does Data-Driven Attribution work?

26. 10 1010
How does Data-Driven Attribution (DDA) work?

27. 10 10
15
How does Data-Driven Attribution (DDA) work?

28. 10
20
15
How does Data-Driven Attribution (DDA) work?

29. 20
15
12
How does Data-Driven Attribution (DDA) work?

30. 20
15
12
32% 42% 26%
How does Data-Driven Attribution (DDA) work?

31. Non-Last Click Attribution
How to switch?

32. Conversions shift from
desktop to mobile devices
Conversions shift from
branded to generic terms

33. +50%
Conversions
Within tCPA
+59%
Conversions
from Generics

35. Last
Click
Data
Driven
Conversions
Last Click
Change to Data
Driven
Conversions
Data Driven
Conversions
(Current Model)
Data Driven
Conversions
(Current Model)
Data Driven

36. Campaign Cost tCPA
Conversions
Last Click
Last Click
CPA
DDA
Conversions
DDA
CPA
Last Click vs
DDA
Action
Non Brand $900 $100 90 $100 99 $91 -9%
Lower tCPA
to $91
Brand $100 - 100 $10 91 $11 +11%
No Change,
if opting into
tCPA set
$11
Account
Level
$1000 190 $53 190* $53 -

37. The constraints of the last-click
attribution made it difficult to justify
extensive investment in upstream
keywords. This has definitely changed
through Data-Driven Attribution. I know
and use AdWords from the earliest days
- this is definitely one of the biggest
improvements!
Tim Dunker, Managing Director of Berge & Meer
“
”
+24%
conversions
-15%
CPAs

38. Summary
● Switch to a Non-Last Click Attribution model
● Adopt Data-Driven Attribution if you can
● Add the Conversions (Current Model Column)
● Experiment with Keyword Expansions
● Adopt Smart Bidding or if already using Smart Bidding -> Modify Targets

39. Confidential&Proprietary
Proprietary + Confidential
Analytics (360)

41. Confidential&Proprietary
Proprietary + Confidential
Google Attribution

42. How will Google Attribution work?

44. Confidential&Proprietary

45. Confidential&Proprietary

46. Google Attribution Case Study
https://analytics.googleblog.com/
+10%
conversions
With Google Attribution, we have
been able to automatically integrate
cross-channel bidding throughout
our AdWords search campaigns.
This has resulted in a seamless
change in optimization mindset as
we are now able to see keyword and
query performance more holistically
rather than inadvertently focusing on
only last-click events.
Karl Villanueva Head of Paid Search
& Display, HelloFresh ”
“

47. Благодаря Ви за вниманието
Успех!