Dara Fitzgerald - #MeasureFest Oct13 - Attribution with GA


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Presentation for MeasureFest about attribution tools available in GA, some general concerns about attribution and how it should be used to inform controlled tests, not as a retrospective tool only. Also focussing on lifetime value of customers (so included retention as well as acquisition)

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Dara Fitzgerald - #MeasureFest Oct13 - Attribution with GA

  1. 1. Attribution with Google Analytics. How to do it… and why you shouldn’t!. Dara Fitzgerald Head of Insight www.freshegg.co.uk @darafitzgerald
  2. 2. Multi-session conversion analysis. The tools available.
  3. 3. The tools available. • Multi-Channel Funnels • Attribution Modelling Tool • Data-Driven Attribution (Premium only)
  4. 4. Multi-Channel Funnels. MCF includes assisted conversions metric. 43% of conversions are assisted here.
  5. 5. Multi-Channel Funnels. • Conversion tracking required (Goals and/or Ecommerce) • Ensure correct campaign tagging or the data is meaningless • AdWords auto-tagging • Manual campaign parameters (URL builder) • • utm_source • utm_medium • utm_campaign E.g. http://www.abc.com/?utm_source=mailer&utm_medium=email&utm_campaign=sep13
  6. 6. Multi-Channel Funnels. Tailored channel groupings
  7. 7. Multi-Channel Funnels. Assisted and last are not mutually exclusive! i.e. channels can assist & close the same conversions
  8. 8. Multi-Channel Funnels. Organic true assist AND Change to ‘include’ for organic self assist segment
  9. 9. Multi-Channel Funnels.
  10. 10. Multi-Channel Funnels. PPC contribution
  11. 11. Attribution Modelling Tool. Linear Credit split evenly across the entire conversion path. Time Decay Credit reduces back from the point of conversion. Position Based First & last click heavily weighted; remainder split in the middle.
  12. 12. Attribution Modelling Tool. Compare up to 3 different models
  13. 13. Data-Driven Attribution (Premium only). • Algorithmic models • Includes non-converting paths • Transparency for model behaviour • Channel weights are based on the impact that channel has on conversion probability • Data from AdWords, GDN, DFA and cost import are available for ROI analysis
  14. 14. Data-Driven Attribution (Premium only). Prove value of upper funnel activity The dash indicates this channel did not appear in this path position % reflects the overall weighting of a channel at a particular position in the path
  15. 15. What’s wrong with all this?
  16. 16. #1. Offline impact. But purchase is completed offline Online campaign drives awareness Attribution = 
  17. 17. #2. Cross-device purchase paths. A single user… Purchases on home laptop Compares prices on work PC Browses on mobile en route to work Attribution = 
  18. 18. #3. The big issue. Point of initial conversion Acquisition Display Organic CRM activity PPC Attribution focusses on acquisition only. Email Social Retention is ignored. It should focus on lifetime value impact. Email
  19. 19. So, what should we be doing?
  20. 20. Optimisation through controlled testing. • Audience profiling, segmentation and conversion path analysis inform tests • Testing is needed to determine causation. Customers predisposed to purchase need to be separated from incremental effect of advertising • Attribution tools don’t make decisions; they inform the tests that determine decisions
  21. 21. Optimisation through controlled testing. Control Group 100,000 visits Test Group 100,000 visits Normal exposure 100,000 visits Normal exposure 90,000 visits (90%) Test exposure 10,000 visits (10%) 2.0% conversion = £100,000 net profit 2.1% conversion = £94,500 net profit 3.0% conversion = £13,000 net profit Net per visit: £1 Net per visit: £1.05 Net per visit: £1.30
  22. 22. Optimisation through controlled testing. • There are considerable challenges to this approach • Splitting out test and control groups can be difficult and significant samples are required • The biggest issue is testing the impact of combinations of channels as it is not easily possible to share targeting data across all channels. • Remember testing should not be confined to acquisition channels but should also apply to retention
  23. 23. Summary.
  24. 24. Summary. • Use MCF to better understand each channel’s role in conversion. Form hypotheses for testing • Don’t mix different activities together, e.g. email newsletters and sales emails. Customise channel groupings in MCF as much as possible • Don’t treat all conversions as equal. Look at paths for different conversion types separately • Split true and self-assists for each channel and look at total channel contribution • Universal Analytics promises to greatly enhance possibilities for Customer Lifetime Value (CLV) measurement and optimisation • Run controlled tests to determine incremental value
  25. 25. Thank You! Dara Fitzgerald Head of Insight www.freshegg.co.uk @darafitzgerald