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Last Click is Outdated: Learn to Use Google Analytics’ New Attribution Beta

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Join Briana Ogle from Hanapin Marketing and Dmitry Golovanov from Supermetrics as they walk through getting the new tool set up and show you how to use the model comparison tool for the new beta – as well as best practices for attribution and ways you can begin measuring it with tools you already have.

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Last Click is Outdated: Learn to Use Google Analytics’ New Attribution Beta

  1. 1. Last Click is Outdated: Learn to Use Google Analytics’ New Attribution Beta
  2. 2. We make our clients the heroes of their organization. We’re a digital marketing agency with deep expertise in a narrow-range of high-growth digital marketing solutions including paid search, paid social, programmatic and conversion rate optimization. We help complex businesses that have multiple brands, products, locations and/or services grow and expand their business.
  3. 3. Supermetrics in brief ● ● ● ● ●
  4. 4. AGENDA ● ● ○ ○ ○ ● ○ ○ ○
  5. 5. What is it and when to use it?
  6. 6. Attribution Models: Why Compare Them? ● ● ●
  7. 7. ● ● Google Analytics attribution - between different digital channels and activities (paid & non-paid) ● Different Levels of Attribution
  8. 8. GA MCF Attribution {Beta}: What is it? ● ● ● + ●
  9. 9. GA MCF Attribution {Beta}: When to use it? ● ● ● ● ● ●
  10. 10. Reports
  11. 11. Reports: Conversion Path Lengths ● ● ●
  12. 12. Reports: Conversion Path Lengths
  13. 13. Reports: Advanced Conversion Path Length Report using a spreadsheet tool
  14. 14. Reports: Conversion Paths ● ● ●
  15. 15. Reports: Conversion Paths
  16. 16. Reports: Conversion Paths
  17. 17. Reports: Advanced Conversion Path Report in a Spreadsheet Tool
  18. 18. Reports: Advanced Conversion Path Report in a Spreadsheet Tool
  19. 19. Reports: Conversion Lag ● ● ●
  20. 20. Reports: Conversion Lag
  21. 21. Reports: Conversion Lag
  22. 22. Reports: Advanced Conversion Lag Report in a Spreadsheet Tool
  23. 23. Model Comparison Tool
  24. 24. Model Comparison Tool: The Models Last Click First Click
  25. 25. Time Decay Model Comparison Tool: The Models Linear
  26. 26. Model Comparison Tool: The Models Position Based Data-Driven
  27. 27. Model Comparison Tool: The Models Data-Driven Data-Driven Requirements & Eligibility ● ● ●
  28. 28. Model Comparison Tool: Dimension Settings
  29. 29. Model Comparison Tool: Report Settings
  30. 30. Model Comparison Tool: eComm & Revenue
  31. 31. Model Comparison Tool: Lead Gen
  32. 32. Model Comparison Tool: Google Campaigns
  33. 33. Model Comparison Tool: Results
  34. 34. Model Comparison Tool: The Results ● ● ● ●
  35. 35. Model Comparison Tool: Cautions ● ○ ● ● ● ○ ●
  36. 36. Hero Conf Austin 2020: Analytics Workshop
  37. 37. Appendix
  38. 38. Configuration
  39. 39. Configuration: Views
  40. 40. Configuration: Conversion Types
  41. 41. ● ● ● ● ● ● Configuration: Settings After Set Up
  42. 42. Configuration: Properties Project SettingsLeft Side Menu Configure

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