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Multi-Channel Awesome
By Annie Cushing
@AnnieCushing annielytics.co@AnnieCushing annielytics.co
USING MULTI-CHANNEL FUNNELS TO IDENTIFY
YOUR SITE’S RED-HEADED ST...
@AnnieCushing annielytics.co
TOOLS DOC: BIT.LY/TONS-OF-TOOLS
@AnnieCushing annielytics.co
TOOLS DOC: BIT.LY/AUDIT-CHECKLIST
@AnnieCushing annielytics.co
@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
@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
@AnnieCushing annielytics.co
MULTI-CHANNEL FUNNELS
APPROACH
@AnnieCushing annielytics.co
ASSISTED CONVERSIONS REPORT
@AnnieCushing annielytics.co
COUPLE RECOMMENDED CHANGES
@AnnieCushing annielytics.co
@AnnieCushing annielytics.co
@AnnieCushing annielytics.co
577%
@AnnieCushing annielytics.co
IMPACT OF ASSISTED CONVERSIONS
@AnnieCushing annielytics.co
FIX: BIT.LY/GA-CAMPAIGN-TAGGING
Skip to the “Fixing Your
Default Channel
Grouping” section of...
@AnnieCushing annielytics.co
GINORMOUS CAVEAT
MCF CHANNELS
≠
STANDARD CHANNELS
@AnnieCushing annielytics.co
GOOGLE’S GOOD OL’ BOY SYSTEM
@AnnieCushing annielytics.co
DIRECT DONATED ITS
CONVERSIONS
@AnnieCushing annielytics.co
FURTHER FALLOUT FROM THIS SHIFT
@AnnieCushing annielytics.co
TIME TO PURCHASE TIME LAG
@AnnieCushing annielytics.co
FURTHER FALLOUT FROM THIS
SHIFT
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
@AnnieCushing annielytics.co
@AnnieCushing annielytics.co
@AnnieCushing annielytics.co
@AnnieCushing annielytics.co
@AnnieCushing annielytics.co
@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 da...
@AnnieCushing annielytics.co
@AnnieCushing annielytics.co
MY ADVICE?
• If you have the choice between
standard ecommerce reports and
MCF, go with stand...
MY ADVICE?
@AnnieCushing annielytics.co
LEARN MORE
@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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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.

Published in: Marketing, Technology, Business
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Identifying Your Site's Red-Headed Step Children with Google Analytics' Multi-Channel Funnels

  1. 1. Multi-Channel Awesome By Annie Cushing
  2. 2. @AnnieCushing annielytics.co@AnnieCushing annielytics.co USING MULTI-CHANNEL FUNNELS TO IDENTIFY YOUR SITE’S RED-HEADED STEP CHILDREN
  3. 3. @AnnieCushing annielytics.co TOOLS DOC: BIT.LY/TONS-OF-TOOLS
  4. 4. @AnnieCushing annielytics.co TOOLS DOC: BIT.LY/AUDIT-CHECKLIST
  5. 5. @AnnieCushing annielytics.co
  6. 6. @AnnieCushing annielytics.co TIP: LOWERCASE BITLY URLS
  7. 7. @AnnieCushing annielytics.co@AnnieCushing annielytics.co WHICH MARKETING CHANNELS ARE YOUR UNSUNG HEROES?
  8. 8. @AnnieCushing annielytics.co@AnnieCushing annielytics.co LET’S TALK LAST-CLICK ATTRIBUTION
  9. 9. @AnnieCushing annielytics.co SOCIAL
  10. 10. @AnnieCushing annielytics.co SOCIAL ORGANIC
  11. 11. @AnnieCushing annielytics.co SOCIAL ORGANIC EMAIL
  12. 12. @AnnieCushing annielytics.co SOCIAL ORGANIC EMAIL CPC
  13. 13. @AnnieCushing annielytics.co SOCIAL ORGANIC EMAIL CPC $100 credit
  14. 14. @AnnieCushing annielytics.co@AnnieCushing annielytics.co LET’S TALK MULTI-CLICK ATTRIBUTION
  15. 15. @AnnieCushing annielytics.co SOCIAL ORGANIC EMAIL CPC $25 credit$25 credit$25 credit$25 credit
  16. 16. @AnnieCushing annielytics.co LAST-CLICK ATTRIBUTION TRAVESTY
  17. 17. @AnnieCushing annielytics.co MULTI-CHANNEL FUNNELS APPROACH
  18. 18. @AnnieCushing annielytics.co ASSISTED CONVERSIONS REPORT
  19. 19. @AnnieCushing annielytics.co COUPLE RECOMMENDED CHANGES
  20. 20. @AnnieCushing annielytics.co
  21. 21. @AnnieCushing annielytics.co
  22. 22. @AnnieCushing annielytics.co 577%
  23. 23. @AnnieCushing annielytics.co IMPACT OF ASSISTED CONVERSIONS
  24. 24. @AnnieCushing annielytics.co FIX: BIT.LY/GA-CAMPAIGN-TAGGING Skip to the “Fixing Your Default Channel Grouping” section of the guide
  25. 25. @AnnieCushing annielytics.co GINORMOUS CAVEAT MCF CHANNELS ≠ STANDARD CHANNELS
  26. 26. @AnnieCushing annielytics.co GOOGLE’S GOOD OL’ BOY SYSTEM
  27. 27. @AnnieCushing annielytics.co DIRECT DONATED ITS CONVERSIONS
  28. 28. @AnnieCushing annielytics.co FURTHER FALLOUT FROM THIS SHIFT
  29. 29. @AnnieCushing annielytics.co TIME TO PURCHASE TIME LAG
  30. 30. @AnnieCushing annielytics.co FURTHER FALLOUT FROM THIS SHIFT TIME TO PURCHASE TIME LAG
  31. 31. @AnnieCushing annielytics.co FURTHER FALLOUT FROM THIS SHIFT TIME TO PURCHASE TIME LAG
  32. 32. @AnnieCushing annielytics.co LOOKBACK WINDOW COMPLICATES MORE
  33. 33. @AnnieCushing annielytics.co
  34. 34. @AnnieCushing annielytics.co
  35. 35. @AnnieCushing annielytics.co
  36. 36. @AnnieCushing annielytics.co
  37. 37. @AnnieCushing annielytics.co
  38. 38. @AnnieCushing annielytics.co
  39. 39. @AnnieCushing annielytics.co Because standard GA ignores DIREC
  40. 40. @AnnieCushing annielytics.co cpc referral organic direct Difference in Core & MCF Time to Purchase: 8 days Time Lag: 19 days
  41. 41. @AnnieCushing annielytics.co
  42. 42. @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.
  43. 43. MY ADVICE?
  44. 44. @AnnieCushing annielytics.co LEARN MORE
  45. 45. @AnnieCushing annielytics.co SLIDESHARE: BIT.LY/AI-CUSHING
  46. 46. @AnnieCushing annielytics.co E: ANNIE@ANNIELYTICS.COM T: @ANNIECUSHING L: LINKEDIN.COM/IN/ANNIECUSHING

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