How to use analytics to make smarter
Attribution Modeling, Universal Analytics
Digital Advertising done right.
"To guarantee success, spend 95% of your
time defining the problem and 5% of the
time solving it."
About attribution modeling
Attribution model =
the rule that determines
how credit for sales and
conversions is assigned to
touchpoints in conversion
Multi-Channel Funnels (Video)
Helps you to share ROI across multiple campaigns…
3 types of attribution problems…
Multi-Channel Attribution, Online to Store (MCA-OS)
Understand the offline impact (revenue/brand value/phone calls/etc) driven by
online marketing and advertising.
Multi-Channel Attribution, Across Multiple Screens (MCA-AMS)
Covers the challenge of attributing accurate impact of our marketing and
advertising efforts across multiple devices (desktop, laptop, mobile, TV).
Almost imposible scenario
Multi-Channel Attribution, Across Digital Channels (MCA-ADC)
Covers the challenge of attributing credit to all digital marketing channels (Social,
Display, YouTube, Referral, Email, Search, others) that contributed to a particular
conversion (or multiple conversions).
Multi-Channel Attribution, Across Digital
Last click, First click, Linear Models
Last Interaction attribution model, the last touchpoint
would receive 100% of the credit for the sale.
Google Analytics uses in most reports,
click” attribution model
Use: Hard selling campaigns, short campaigns
First Interaction model attributes 100% of the conversion
value to the first channel with which the customer interacted.
Use: Applied to campaigns intended to create initial awareness
Linear model gives equal credit to each channel interaction
on the way to conversion.
Use: To campaigns that require contact with a prospect over a
longer sales cycle (expensive purchases: auto, real estate)
Posision besed, Time decay Models
Position based (custom) – ex.
40% to first, 20% to second, 40%
Use: Campaigns with most value at
the intro and final steps.
Time decay – the closest step to
conversion gets more credit
Use: Champaigns with
Conversions Multi-channel funnel Overview
Set leght of lookback window ( no day prior to a conversion)
Asses all traffic
or only Adwords traffic
Multi-Channel Funnel Overview Report gives you a quick, visual
indication of how channels interact leading to conversions
Conversions Multi-channel funnels
If a significant percent of your
conversions have a greater than one
path length, you may have an
Convertions Multi-Channels funnels Top
Convertion Attribution Model
to compare against
Tracking focus on people not pages (visitors based platform)
It introduces the user ID, which allows to measure user interactions from
multiple devices, like desktop, tablet, mobile under the same user account and
better understand the user behavior. You can define your own customer ID,
using for example the customer ID of a user that has an account on the
website, or the customer number from a CRM system.
Ability to track across different sources
It is possible to import data from external sources like e-mail marketing, social
media, advertising, even from sources like POS systems, call centers or CRM
UA tacking may speed up the internet by up to 5% = more ads served