All things data presentation Analytics Attribution models
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My presentation at All Things Data conference in Israel, the 20. april 2015, about Attribution models in Google Analytics
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All things data presentation Analytics Attribution models
- 2. Assisted conversions makes you look… Good? >> The path to conversion << @webanalytiker #ATDconf
- 3. >> Me… << @webanalytiker #ATDconfGaTricks.com
- 4. >> Lets set the scene! << ”Its not as simple as it looks!” One attribution in Google Analytics1 Another in AdWords with AdWords conversion script2 A third in Analytics attribution reports3 @webanalytiker #ATDconf
- 5. >> The source might not be what you think<< 2 direct visit Group 1 Group 2 Search, referral, paid traffic, campaigns… All traffic, identified as direct traffic 4 examples: 1 direct visit + 1 Adwords visit 2 visits from Adwords 1 direct visit + 2 visits from AdWords @webanalytiker #ATDconf
- 6. >> AdWords conversion tracking << ”30 days cookie!” @webanalytiker #ATDconf
- 7. >> Assisted conversions<< ”Do people click and buy later?” Direct conversions and assisted conversions1 See total conversions a source has been involved in2 @webanalytiker #ATDconf
- 8. >> We know it from sport << @webanalytiker #ATDconf GOAL
- 9. >> All traffic reports << AdWords generates 27% of revenue @webanalytiker #ATDconf
- 10. >> Assisted… << Assists and last click @webanalytiker #ATDconf
- 11. >> Assist ratio << Assist conversions Last-Click Conversions Assist Ratio @webanalytiker #ATDconf
- 12. >> Assist touchpoints << Source: @sandramcamacho Assist ratio @webanalytiker #ATDconf
- 13. >> Closing touchpoints << Source: @sandramcamacho Assist ratio @webanalytiker #ATDconf
- 14. >> Assisted… << Assists and last click -> ratio @webanalytiker #ATDconf
- 15. >> Assist and last click << @webanalytiker #ATDconf
- 16. >> Total impact… << @webanalytiker #ATDconf
- 17. >> Total impact… << AdWords is affecting 22% @webanalytiker #ATDconf
- 18. >> Data so far << Analytics: 2,66 mio1 Assist: 2,5 mio2 Last click: 2 mio3 Total conversion value: 3,8 mio4 @webanalytiker #ATDconf
- 20. >> Assisted… With brand << Brand is a huge part of the revenue 1 @webanalytiker #ATDconf
- 21. >> Total impact… With brand << Nonbrand is 33% of all AdWords @webanalytiker #ATDconf
- 22. >> Non brand AdWords << All traffic: 553K1 Assist: 994K2 Last Click: 445K3 Total impact: 1.309K4 @webanalytiker #ATDconf
- 23. >> Assist vs last click<< 1 2 3 4 Increase cpc @webanalytiker #ATDconf
- 24. >> Paths << @webanalytiker #ATDconf
- 25. >> Attribution models << @webanalytiker #ATDconf
- 26. >> Attribution models << @webanalytiker #ATDconf
- 27. >> Attribution models << Focus on 1 visit in path Focus on full path @webanalytiker #ATDconf
- 28. >> Attribution models << @webanalytiker #ATDconf
- 29. >> Compare models <<
- 30. >> Build your own model << Why do you make your own?1 What should be treated different from standard?3 Any assist sources, you want to weight higher?2 Custom Attribution models @webanalytiker #ATDconf
- 31. >> Custom Attribution model << @webanalytiker #ATDconf
- 32. >> Custom Attribution model << @webanalytiker #ATDconf
- 33. >> Custom Attribution model << More credit to middle because I aim to grow the business! @webanalytiker #ATDconf
- 34. >> Custom Attribution model << @webanalytiker #ATDconf
- 35. >> Attribution models << @webanalytiker #ATDconf
- 36. >> Awesome, but not perfect << @webanalytiker #ATDconf
- 37. >> The issues << 90 days lookback window2 No cross device tracking1 @webanalytiker #ATDconf
- 38. >> So what did we do? << • AdWords generates revenue but is strong as assist • Especially Non-brand AdWords is strong as assist • New model where assisted weight more • AdWords bids adjusted based on model • After 5 month, we saw 22% increase in assist value Attribution case @webanalytiker #ATDconf
- 39. >> Summing up << • Different numbers in different reports • Learn how the channel is used in user path, based on assist ratio – if higher than 1 = strong assist • Use attribution models to go deeper • Adjust your own model based on data Learn and earn: @webanalytiker #ATDconf