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

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From the SocialPro Conference in Seattle, Washington, June 20-21, 2016.SESSION: Credit Where Credit Is Due: Demystifying Social Attribution. PRESENTATION: No, Direct Traffic Isn't Driving All Those Conversions - Given by Kiko Correa, @obiwankikobi - Glowforge, Marketing Specialist. #SocialPro #23B

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

  1. 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. 2. #SocialPro #23b @obiwankikobi
  3. 3. #SocialPro #23b @obiwankikobi Hello!
  4. 4. #SocialPro #23b @obiwankikobi
  5. 5. #SocialPro #23b @obiwankikobi
  6. 6. #SocialPro #23b @obiwankikobi
  7. 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. 8. #SocialPro #23b @obiwankikobi Google Analytics 304% over Goal CPA GoogleAnalytics CPA Sales CPAGoal
  9. 9. #SocialPro #23b @obiwankikobi Facebook Ads Sales 800% Higher CPA Drops by 89% Google Analytics 304% over Goal CPA GoogleAnalyticsFacebook CPA Sales CPAGoal
  10. 10. #SocialPro #23b @obiwankikobi
  11. 11. #SocialPro #23b @obiwankikobi
  12. 12. #SocialPro #23b @obiwankikobi Google Analytics §  Track users across multiple sessions §  Track users across multiple sources
  13. 13. #SocialPro #23b @obiwankikobi Google Analytics §  Track users across multiple sessions §  Track users across multiple sources §  Multiple devices breaks the chain
  14. 14. #SocialPro #23b @obiwankikobi
  15. 15. #SocialPro #23b @obiwankikobi
  16. 16. #SocialPro #23b @obiwankikobi
  17. 17. #SocialPro #23b @obiwankikobi GA User ID §  Ga solution for cross device tracking §  Ties together logged in sessions across devices
  18. 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. 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
  20. 20. #SocialPro #23b @obiwankikobi
  21. 21. #SocialPro #23b @obiwankikobi
  22. 22. #SocialPro #23b @obiwankikobi
  23. 23. #SocialPro #23b @obiwankikobi
  24. 24. #SocialPro #23b @obiwankikobi
  25. 25. #SocialPro #23b @obiwankikobi
  26. 26. #SocialPro #23b @obiwankikobi
  27. 27. #SocialPro #23b @obiwankikobi
  28. 28. #SocialPro #23b @obiwankikobi Facebook Device Report §  Set Columns §  Set Attribution Window §  Add Breakdowns §  Impression Device §  Conversion Device
  29. 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. 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
  31. 31. #SocialPro #23b @obiwankikobi
  32. 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. 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
  34. 34. #SocialPro #23b @obiwankikobi
  35. 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. 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. 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. 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.
  39. 39. #SocialPro #23b @obiwankikobi
  40. 40. #SocialPro #23b @obiwankikobi 0% 5% 10% 15% 20% 25% 30% 35% GA Sales Breakdown Organic Search Direct Social Referral Paid Search Display Email
  41. 41. #SocialPro #23b @obiwankikobi
  42. 42. #SocialPro #23b @obiwankikobi UTM Tags create Channel Specific Remarketing Audiences
  43. 43. #SocialPro #23b @obiwankikobi Create Audiences Specific to Source & Device Mobile Desktop AdWords Bing Ads Twitter Ads
  44. 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. 45. #SocialPro #23b @obiwankikobi Segmented Audiences §  View Through Conversions §  Set attribution window to match click through §  Ignore Click Through Conversions
  46. 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. 47. #SocialPro #23b @obiwankikobi AdWords Lookalikes
  48. 48. #SocialPro #23b @obiwankikobi AdWords Lookalikes Facebook Remarketing
  49. 49. #SocialPro #23b @obiwankikobi AdWords Lookalikes Facebook Remarketing View Through Conversions Click Through Conversions
  50. 50. #SocialPro #23b @obiwankikobi AdWords Lookalikes Facebook Remarketing View Through Conversions Click Through Conversions Extended View Through Window
  51. 51. #SocialPro #23b @obiwankikobi AdWords Lookalikes Facebook Remarketing Cross Device Conversions Extended View Through Conversions can be credited back to the original source
  52. 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. 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. 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. 55. #SocialPro #23b @obiwankikobi THANK YOU! SEE YOU AT THE NEXT MARKETING LAND EVENT!

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