AttributionAssigning value acrossmarketing channels1 Understand your customer path to conversion Track all user behavior on your site by developing a thorough strategy that ensures pages are tagged for diﬀerent conversion types, user actions are tracked through web analytics, and appropriate value is assigned to diﬀerent success metrics.2 Collect and analyze multi-channel data Employ Google’s suite of attribution solutions to collect data and measure the eﬀectiveness of all marketing eﬀ orts. While no single solution shows the complete picture, these free tools oﬀer insights that help you to be more informed about the impact of your existing online strategies. Search funnels Multi-channel funnels in Analytics Determine true value of “upper funnel” keywords Measure eﬀectiveness of each digital channel beyond the last click road bike saw ad (impression) Channel grouping path Conversions road bike reviews clicked ad 1 Display advertising Paid search Direct 7,514 road bike store saw ad (impression) 5,377 2 Orgnic search Paid search trek madone 6 series reviews clicked ad 3 Display advertising Paid search 3,716 trek madone 6.9 ssl saw ad (impression) trek madone 6.9 ssl price clicked add and converted 4 Paid search Referral Direct 3,015 Search funnels show the entire search path leading Reports are generated from conversion paths to show up to conversion, including ad clicks and impressions. how previous referrals, searches, and exposure to other This data helps illustrate how users search for your channels contributed to your sales. products before converting. View-through conversions Measure the true value of display awareness campaigns beyond the click. Example: Visits to advertiser’s website View-through from test group View-through from matched control group Incremental view-through Test and control groups are matched for behaviors. Both groups are exposed to similar noise. Lift in control view-through from oﬄine campaign Pre-campaign Campaign Post-campaign View-through conversions prove the direct connection between display impressions and business results.
3 Conduct structured cross-channel experiments to prove results How can you quantify the interplay between your digital eﬀorts if you don’t have a smart and organized experiment to measure eﬀectively? It’s necessary to develop a clearly documented experimentation process by creating a thorough brief which outlines the purpose of each experiment, the hypotheses to prove, and details around the experiment’s design. Determine what metrics can be measured to prove the hypotheses and then gather multiple perspectives to review the brief and ensure the quality of the design and implementation plan. Upon completion of the experiment, track improvements that will help strengthen future eﬀectiveness. (Source: Digital Evolution of B2B Marketing Organizations, Google and CEB, September 2012)4 Look at aggregate trends and patterns over time to make more informed decisions Evaluate data to gain insights into user behavior and consider which attribution model applies the best to your business and marketing eﬀorts. Avoid the pitfall of assigning a value to every placement and constructing a model; look for patterns instead. 100% 100% 20% 20% 20% 20% 20% Last interaction Last interaction Linear Pros: easy, intuitive Pros: credits campaigns that create Pros: simple; good when trying to Cons: can overvalue navigational awareness maintain contact with customers actions at the bottom of the Cons: can undervalue navigational throughout the sales cycle conversion funnel actions at the bottom of the Cons: can overvalue less important conversion funnel mid-funnel clicks 40% 45% 45% 30% 25% 25% 10% 10% 10% 15% 15% 10% 5% 10% 5% Position-based Time decay Custom Pros: gives more credit to Pros: gives more credit to Pros: fully customizable interactions at critical points in the actions that occurred nearest (discounting last clicks on brand funnel to conversions; good for short terms) Cons: can give too much credit promotions Cons: requires signiﬁ cant time and to navigational clicks or clicks that Cons: can give too much credit to energy to create took place before the sales cycle navigational clicks or clicks that began took place late in the sales cycle5 Align media more eﬀectively Optimize your online media spend based on insights and the right attribution model for your business. Align budgets with marketing channels and multiple touch points in the purchase funnel to maximize eﬀ ectiveness. Once you understand your customers’ journey and where they spend time online, match the message to the mindset to better inform, persuade, inﬂuence, and convert your existing audience while reaching new customers.6 Rinse and repeat each quarter Constantly reassess and reevaluate. User behavior is dynamic – in order to be truly effective, your attribution strategy must be as well. For more information on Attribution, please reach out to your Google team.