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Superweek 2015 traffic attribution

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SuperWeek.hu 2015 presentation about Analytics Traffic attribution.

Published in: Data & Analytics

Superweek 2015 traffic attribution

  1. 1. Assisted conversions makes you look… Good? >> The path to conversion << @webanalytiker
  2. 2. >> Quote <<
  3. 3. >> 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
  4. 4. >> 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
  5. 5. >> AdWords conversion tracking << ”30 days cookie!” @webanalytiker
  6. 6. >> Assisted conversions<< ”Do people click and buy later?” Direct conversions and assisted conversions1 See total conversions a source has been involved in2 @webanalytiker
  7. 7. >> We know it from sport << @webanalytiker
  8. 8. >> All traffic reports << AdWords generates 27% of revenue
  9. 9. >> Assisted… << Assists and last click -> ratio
  10. 10. >> Assisted… << AdWords is better as assist
  11. 11. >> Total impact… << @webanalytiker
  12. 12. >> Total impact… << AdWords is affecting 22%
  13. 13. >> Data so far << Analytics: 2,66 mio1 Assist: 2,5 mio2 Last click: 2 mio3 Total conversion value: 3,8 mio4
  14. 14. @webanalytiker
  15. 15. >> Assisted… With brand << Brand is a huge part of the revenue 1 @webanalytiker
  16. 16. >> Total impact… With brand << Nonbrand is 33% of all AdWords @webanalytiker
  17. 17. >> Non brand AdWords << All traffic: 553K1 Assist: 994K2 Last Click: 445K3 Total impact: 1.309K4 @webanalytiker
  18. 18. >> Assist vs last click<< 1 2 3 4 Increase cpc @webanalytiker
  19. 19. >> Paths << @webanalytiker
  20. 20. >> Attribution models << @webanalytiker
  21. 21. >> Attribution models << @webanalytiker
  22. 22. >> Compare models <<
  23. 23. >> Attribution models << Focus on 1 visit in path Focus on full path @webanalytiker
  24. 24. >> Attribution models << @webanalytiker
  25. 25. >> Custom Attribution model << @webanalytiker
  26. 26. >> Custom Attribution model << @webanalytiker
  27. 27. >> Custom Attribution model << @webanalytiker
  28. 28. >> Custom Attribution model <<
  29. 29. >> Custom Attribution model << @webanalytiker
  30. 30. >> Custom Attribution model << @webanalytiker
  31. 31. >> Attribution models <<
  32. 32. >> Awesome, but not perfect << 90 days lookback window1 No cross device tracking2
  33. 33. >> 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
  34. 34. >> Summing up << • Different numbers in different reports • Learn how the channel is used in user path, based on assist/direct ratio – if higher than 1 = strong assist • Use attribution models to go deeper • Make your own model Learn and earn: @webanalytiker
  35. 35. Jacob Kildebogaard Jk @webjuice.dk @Webanalytiker

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