No, Direct Traffic Isn't Driving All Those Conversions By Kiko Correa

1. #SocialPro #23b @obiwankikobi Kiko Correa, Glowforge NO, DIRECT TRAFFIC ISN’T DRIVING ALL THOSE CONVERSIONS using Facebook ads to uncover cross device traffic

2. #SocialPro #23b @obiwankikobi

3. #SocialPro #23b @obiwankikobi Hello!

7. #SocialPro #23b @obiwankikobi 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% % of Marketing Spend Facebook AdWords AdRoll 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% GA Sales Breakdown Organic Search Direct Social Referral Paid Search Display Email

8. #SocialPro #23b @obiwankikobi Google Analytics 304% over Goal CPA GoogleAnalytics CPA Sales CPAGoal

9. #SocialPro #23b @obiwankikobi Facebook Ads Sales 800% Higher CPA Drops by 89% Google Analytics 304% over Goal CPA GoogleAnalyticsFacebook CPA Sales CPAGoal

12. #SocialPro #23b @obiwankikobi Google Analytics §  Track users across multiple sessions §  Track users across multiple sources

13. #SocialPro #23b @obiwankikobi Google Analytics §  Track users across multiple sessions §  Track users across multiple sources §  Multiple devices breaks the chain

17. #SocialPro #23b @obiwankikobi GA User ID §  Ga solution for cross device tracking §  Ties together logged in sessions across devices

18. #SocialPro #23b @obiwankikobi GA User ID §  Ga solution for cross device tracking §  Ties together logged in sessions across devices §  Cannot tie together cross device traffic pre- login

19. #SocialPro #23b @obiwankikobi 0% 5% 10% 15% 20% 25% 30% 35% Crowdfunding GA Sales Breakdown Organic Search Direct Social Referral Paid Search Display Email 57% Brand

28. #SocialPro #23b @obiwankikobi Facebook Device Report §  Set Columns §  Set Attribution Window §  Add Breakdowns §  Impression Device §  Conversion Device

29. #SocialPro #23b @obiwankikobi Impression Device Clicks To Site Conversion Device Transac5ons Desktop 44.85% Desktop 82.40% iPhone 30.81% iPhone 7.56% Android Smartphone 17.74% Android Smartphone 4.87% iPad 5.69% iPad 4.04% Android Tablet 0.92% Android Tablet 1.12%

30. #SocialPro #23b @obiwankikobi 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Clicks By Impression Device Desktop iPhone Android Smartphone iPad Android Tablet 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Transactions By Conversion Device Desktop iPhone Android Smartphone iPad Android Tablet

32. #SocialPro #23b @obiwankikobi Impression*Device*>*Conversion*Device %*Of*Conversions %*Of*Cross*Device*Conversion Android*Smartphone 77% Android'Smartphone 23% Android'Tablet 0% Desktop 76% iPad 1% iPhone 0% Other 0% Android*Tablet 39% Android'Smartphone 0% Android'Tablet 61% Desktop 39% iPad 0% iPhone 0% Other 0% Desktop 6% Android'Smartphone 1% Android'Tablet 2% Desktop 94% iPad 2% iPhone 2% Other 0% iPad 63% Android'Smartphone 2% Android'Tablet 0% Desktop 57% iPad 37% iPhone 5% Other 0% iPhone 82% Android'Smartphone 0% Android'Tablet 0% Desktop 79% iPad 3% iPhone 18% Other 0% Grand*Total 52%

33. #SocialPro #23b @obiwankikobi 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Device % of "Lost" Cross Device Conversions per Device Desktop iPhone Android Smartphone iPad Android Tablet

35. #SocialPro #23b @obiwankikobi 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% % of "Lost" Cross Device Conversions per Device Desktop iPhone Android Smartphone iPad Android Tablet Desktop -6%

36. #SocialPro #23b @obiwankikobi 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% % of "Lost" Cross Device Conversions per Device Desktop iPhone Android Smartphone iPad Android Tablet Mobile -80%

37. #SocialPro #23b @obiwankikobi 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% % of "Lost" Cross Device Conversions per Device Desktop iPhone Android Smartphone iPad Android Tablet Tablet -61%

38. #SocialPro #23b @obiwankikobi 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Device % of "Lost" Cross Device Conversions per Device Desktop iPhone Android Smartphone iPad Android Tablet Cross Device Results §  Desktop – 6% lost §  Mobile – 80% lost §  Tablet – 61% lost §  52% of total sales occurred on different devices than they started on.

40. #SocialPro #23b @obiwankikobi 0% 5% 10% 15% 20% 25% 30% 35% GA Sales Breakdown Organic Search Direct Social Referral Paid Search Display Email

42. #SocialPro #23b @obiwankikobi UTM Tags create Channel Specific Remarketing Audiences

43. #SocialPro #23b @obiwankikobi Create Audiences Specific to Source & Device Mobile Desktop AdWords Bing Ads Twitter Ads

44. #SocialPro #23b @obiwankikobi Segmented Audiences §  Remarketing Campaigns §  Defines Traffic Source §  Defines Device Type §  Click through Conversions §  Credit goes to Facebook Ads §  Indicates quality of remarketing audience AdWords Mobile Twitter Desktop Bing Mobile Facebook Remarketing Twitter Mobile Bing Desktop AdWords Desktop

45. #SocialPro #23b @obiwankikobi Segmented Audiences §  View Through Conversions §  Set attribution window to match click through §  Ignore Click Through Conversions

46. #SocialPro #23b @obiwankikobi Segmented Audiences §  View Through Conversions §  Set attribution window to match click through §  Ignore Click Through Conversions §  These represent cross device conversions from the original traffic source

47. #SocialPro #23b @obiwankikobi AdWords Lookalikes

48. #SocialPro #23b @obiwankikobi AdWords Lookalikes Facebook Remarketing

49. #SocialPro #23b @obiwankikobi AdWords Lookalikes Facebook Remarketing View Through Conversions Click Through Conversions

50. #SocialPro #23b @obiwankikobi AdWords Lookalikes Facebook Remarketing View Through Conversions Click Through Conversions Extended View Through Window

51. #SocialPro #23b @obiwankikobi AdWords Lookalikes Facebook Remarketing Cross Device Conversions Extended View Through Conversions can be credited back to the original source

52. #SocialPro #23b @obiwankikobi Segmented Audiences §  Glowforge data was heavily slanted toward cross device §  We explored AdWords lookalike campaigns by segmenting the audience in Facebook §  Found sales that weren’t credited originally

53. #SocialPro #23b @obiwankikobi Segmented Audiences §  Get Visibility on cross device conversions §  Will work with “Conversion Device” breakdown §  Caveats §  Requires UTM Tagged URLS §  Creates more work §  Check your cross device reports on FB first

54. #SocialPro #23b @obiwankikobi Closing Thoughts §  Don’t look at this numbers in a vacuum §  Integrate cross device conversion into an attribution model §  Not new sales, misattributed sales §  Now you know the data is there & how to get it if you need it.

55. #SocialPro #23b @obiwankikobi THANK YOU! SEE YOU AT THE NEXT MARKETING LAND EVENT!

No, Direct Traffic Isn't Driving All Those Conversions By Kiko Correa

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