This document provides guidance on using attribution modeling in Google Analytics to better understand the customer journey and optimize marketing campaigns. It recommends:
1. Planning your attribution analysis by defining goals, mapping the customer journey, and understanding current assumptions.
2. Exploring common attribution models like linear, last interaction, and first interaction, and customizing models to fit your business.
3. Starting modeling in Google Analytics and comparing how conversions are attributed across different models.
4. Taking action on insights, such as reallocating budget, adjusting affiliate payments, or updating landing pages. Regular testing and iteration is emphasized.
Introducing CPA MARKETING - the ultimate tips books. Inside this eBook, you will discover the topics about what is CPA - a comprehensive explanation, how to select the right CPA offer, method of CPA promotion, how to selection natural traffic to your CPA offer, CPA Marketing, 5 steps to choose the best CPA network, 3 steps to implement CPA Marketing the #1 fears in CPA Marketing, the advantage of joining a CPA Network, the benefits of CPA marketing 4.tips to get accepted by a CPA Network a Comprehensive explanation of CPA, What are the option for advertising CPA offer.
Incrementality: How to calculate the real ROI of your marketing programsCatalyst
In marketing, what matters is not how much your target audience bought, but how much more they bought because of your marketing. That’s incremental sales, and it drives your true ROI. This white paper will show you how to calculate it
Introducing CPA MARKETING - the ultimate tips books. Inside this eBook, you will discover the topics about what is CPA - a comprehensive explanation, how to select the right CPA offer, method of CPA promotion, how to selection natural traffic to your CPA offer, CPA Marketing, 5 steps to choose the best CPA network, 3 steps to implement CPA Marketing the #1 fears in CPA Marketing, the advantage of joining a CPA Network, the benefits of CPA marketing 4.tips to get accepted by a CPA Network a Comprehensive explanation of CPA, What are the option for advertising CPA offer.
Incrementality: How to calculate the real ROI of your marketing programsCatalyst
In marketing, what matters is not how much your target audience bought, but how much more they bought because of your marketing. That’s incremental sales, and it drives your true ROI. This white paper will show you how to calculate it
Partner marketing is a specialization within the overall discipline of marketing, focused on communicating value to, with, through, and for partners.
Partners are companies outside of your organization. They might be distributors, resellers, agents, alliance partners, or many other types of third-party companies. Understand that each of these companies deal with the same types of problems every other business faces: not enough time, people, or money to solve all the problems that are in front of them. As a partner marketer you are in a unique position to help them.
Many organizations engage partners as a route to market, for addressing a need, or an opportunity they cannot satisfy alone.
For example, if you don’t have the resources to manage dozens or hundreds of resellers directly, you can choose to establish a distribution partner. You can pay for the service they provide, typically by sharing the margin you would have kept for yourself in a direct sales model. The distributor can help make up for the expense, with the growth and scale they offer.
Just because someone agrees to be your partner, it doesn’t mean they’re going to proactively bring your product or service to the market. Sometimes they need some stimulation and that’s where partner marketing can help.
Business model tools of converting insights into enterpriseVikas Mahendra
Fundamental activity of any enterprise is to convert ideas & insights into products and services , measure how customers respond and then learn to pivot till a viable business model emerge.
Business Model Frameworks are visual way of presenting all the elements of an enterprise , these elements taken together determine viability of any business worth pursuing.
How Consumer Insights & Surveys Help Businesses Large & SmallPollfish
Make the most of your consumer insights at any stage. With Pollfish, you can survey over 600 million potential consumers inside mobile apps. See how businesses at different stages use Pollfish with these survey examples and more.
Success in the Cloud requires 3 things:
1) A Compelling Value Proposition
2) Creating Competitive Separation
3) Strategy vs Execution. Making it happen requires execution
Connect Marketing to Revenue With Performance MeasurementObservePoint
As your company becomes increasingly data-driven, it can be easy to get caught up in markers of success such as leads, bookings, or site visits. But what about the most important metric to your business—revenue?
In this tip sheet, Connect Marketing to Revenue with Performance Measurement, you'll learn how to:
- Gather clean, complete data
- Bridge the gap between marketing, sales, and service
- Increase the scope and capabilities of your attribution strategy
Looking to pump some excitement into your sales team,? Sales incentives, sales contests, increase sales, increase revenue, to your company. Your sales team will love these promotion ideas to help get them excited about winning new accounts.
Campaign Strategy Training - Power Shift 2013Rebecca Wilson
Slides from "Advanced Campaign Strategy" workshop I gave at Power Shift 2013 in Melbourne Australia.
After an intro and some case studies - sorry I verballed them - it cover approaches to strategy and some tools and techniques, with frames/examples that we worked through.
Many companies, even marketing-automation companies, use the terms drip marketing and nurture marketing interchangeably, but these two campaign styles have different purposes and different approaches.
This presentation is about drip campaigns.
Sales Compensation Solution Acquisition Best Practices ReportDemand Metric
This guide suggests a better process for acquiring an ICM solution. For many companies, sales compensation is the largest component of Sales, General and Administrative (SG&A) costs. The monthly calculation and payment of variable sales compensation is often an arduous, manual process that must accommodate a number of exceptions and changes: rarely does a sales compensation plan start and end a fiscal year intact.
The plan must survive the attrition and addition of sales representatives. It must accurately calculate and pay commissions on time, as there are risks and trust issues involved when it doesn’t. While the sales compensation plan is, theoretically, an enabler of revenue growth, these characteristics prevent it from scaling as the business grows.
This guide will examine the problems that motivate ICM solution acquisition, the limitations of acquiring one through a traditional RFP, a recommended approach, an example project plan and conclude with a discussion of associated risks and rewards.
To obtain this document, visit us at http://www.demandmetric.com/register
Infographic: Sales Channel Incentive Fraud Trends For 2014360insights
Here are the top and emerging trends in channel and consumer promotion incentive fraud. The data are pulled from over 16M sales channel incentives and consumer rebate claims.
Ovaj Google priručnik morao bi svatko tko je u internetskom marketingu aktivan pročitati jer je zaista vrlo vrijedan izvor Google Analytics mogućnosti!
One of the crucial trends nowadays will be the growth of attribution modeling. However, many savvy marketers are still missing the opportunity to reap the benefits of attribution modeling, hence this whitepaper is aimed at providing a comprehensive overview of what marketing attribution is all about.
Partner marketing is a specialization within the overall discipline of marketing, focused on communicating value to, with, through, and for partners.
Partners are companies outside of your organization. They might be distributors, resellers, agents, alliance partners, or many other types of third-party companies. Understand that each of these companies deal with the same types of problems every other business faces: not enough time, people, or money to solve all the problems that are in front of them. As a partner marketer you are in a unique position to help them.
Many organizations engage partners as a route to market, for addressing a need, or an opportunity they cannot satisfy alone.
For example, if you don’t have the resources to manage dozens or hundreds of resellers directly, you can choose to establish a distribution partner. You can pay for the service they provide, typically by sharing the margin you would have kept for yourself in a direct sales model. The distributor can help make up for the expense, with the growth and scale they offer.
Just because someone agrees to be your partner, it doesn’t mean they’re going to proactively bring your product or service to the market. Sometimes they need some stimulation and that’s where partner marketing can help.
Business model tools of converting insights into enterpriseVikas Mahendra
Fundamental activity of any enterprise is to convert ideas & insights into products and services , measure how customers respond and then learn to pivot till a viable business model emerge.
Business Model Frameworks are visual way of presenting all the elements of an enterprise , these elements taken together determine viability of any business worth pursuing.
How Consumer Insights & Surveys Help Businesses Large & SmallPollfish
Make the most of your consumer insights at any stage. With Pollfish, you can survey over 600 million potential consumers inside mobile apps. See how businesses at different stages use Pollfish with these survey examples and more.
Success in the Cloud requires 3 things:
1) A Compelling Value Proposition
2) Creating Competitive Separation
3) Strategy vs Execution. Making it happen requires execution
Connect Marketing to Revenue With Performance MeasurementObservePoint
As your company becomes increasingly data-driven, it can be easy to get caught up in markers of success such as leads, bookings, or site visits. But what about the most important metric to your business—revenue?
In this tip sheet, Connect Marketing to Revenue with Performance Measurement, you'll learn how to:
- Gather clean, complete data
- Bridge the gap between marketing, sales, and service
- Increase the scope and capabilities of your attribution strategy
Looking to pump some excitement into your sales team,? Sales incentives, sales contests, increase sales, increase revenue, to your company. Your sales team will love these promotion ideas to help get them excited about winning new accounts.
Campaign Strategy Training - Power Shift 2013Rebecca Wilson
Slides from "Advanced Campaign Strategy" workshop I gave at Power Shift 2013 in Melbourne Australia.
After an intro and some case studies - sorry I verballed them - it cover approaches to strategy and some tools and techniques, with frames/examples that we worked through.
Many companies, even marketing-automation companies, use the terms drip marketing and nurture marketing interchangeably, but these two campaign styles have different purposes and different approaches.
This presentation is about drip campaigns.
Sales Compensation Solution Acquisition Best Practices ReportDemand Metric
This guide suggests a better process for acquiring an ICM solution. For many companies, sales compensation is the largest component of Sales, General and Administrative (SG&A) costs. The monthly calculation and payment of variable sales compensation is often an arduous, manual process that must accommodate a number of exceptions and changes: rarely does a sales compensation plan start and end a fiscal year intact.
The plan must survive the attrition and addition of sales representatives. It must accurately calculate and pay commissions on time, as there are risks and trust issues involved when it doesn’t. While the sales compensation plan is, theoretically, an enabler of revenue growth, these characteristics prevent it from scaling as the business grows.
This guide will examine the problems that motivate ICM solution acquisition, the limitations of acquiring one through a traditional RFP, a recommended approach, an example project plan and conclude with a discussion of associated risks and rewards.
To obtain this document, visit us at http://www.demandmetric.com/register
Infographic: Sales Channel Incentive Fraud Trends For 2014360insights
Here are the top and emerging trends in channel and consumer promotion incentive fraud. The data are pulled from over 16M sales channel incentives and consumer rebate claims.
Ovaj Google priručnik morao bi svatko tko je u internetskom marketingu aktivan pročitati jer je zaista vrlo vrijedan izvor Google Analytics mogućnosti!
One of the crucial trends nowadays will be the growth of attribution modeling. However, many savvy marketers are still missing the opportunity to reap the benefits of attribution modeling, hence this whitepaper is aimed at providing a comprehensive overview of what marketing attribution is all about.
This presentation was shared on PAS Digital Marketing Conference "Dig-It 2.0"
Presentation: Campaign Attribution Model
Speaker: Umair Mohsin Global Director MI Digital
Demystifying Marketing Attribution A Comprehensive Guide to Data-Driven Mark...Growth Natives
Unlock the secrets of effective marketing attribution with our comprehensive guide, "Demystifying Marketing Attribution." In this enlightening PDF, we delve into the intricacies of data-driven marketing decisions, offering a thorough exploration of the tools and strategies that empower businesses to make informed choices.
Discover the key principles behind marketing attribution and learn how to navigate the complex landscape of customer touchpoints. From first interaction to conversion, our guide breaks down each step, providing insights into the role of data in shaping successful marketing campaigns.
Whether you're a seasoned marketer or just stepping into the world of data-driven decision-making, this guide is designed to demystify the often-confusing realm of marketing attribution. Gain a deeper understanding of multi-channel attribution models, attribution windows, and the significance of various data sources in shaping your marketing strategy.
Armed with practical tips and real-world examples, this guide empowers you to optimize your marketing efforts. Uncover the mysteries of attribution modeling, attribution weighting, and attribution platforms to make confident decisions that drive results
Attributions are basically a tool to answer two business questions, How do people decide to buy and how do they actually buy.
Let’s cover some basic pre-requisites that you should know already and then go deeper into attribution modelling and its implementation.
What are Google Ads Attribution Models And How Do They Differ From Each Other...Scale Up
Attribution Models/ Modeling are a structure or a framework, which is used to analyze which particular marketing channels receive credit for the conversion. Here, the term conversion implies the process by which an advertisement, upon clicking, directly converts into a sale or a lead for a particular marketing channel. Along the route to conversion, people may face multiple ads from the same advertiser. Attribution models allow users to choose the amount of credit each ad interaction gets for the conversions and also to track and bid for conversions. By doing so, the users enjoy some benefits like:
Is you’re social media marketing working out?Isaac La Buguen
Measuring the success of Social Media marketing can be a daunting task, as business owners and CFO's at large are not accustomed to spending money because you have too, or because everyone else is doing it. In a dollars-in and dollars-out world, its imperative to correlate activity to value and understand how your influence on the web translates to transactions at the registrar.
Flying blind will either keep you on the sidelines with other ole timers who are still debating the power of the web or prevent your company from taking advantage of opportunities to engage prospects at every stage of your pipeline. Find out how to effectively measure the success of your social media marketing initiatives by viewing this presentation today.
Cross-channel attribution refers to the process of assigning credit or value to each marketing touchpoint that contributes to a conversion.
- It analyzes customer interactions with multiple channels such as social media ads, search engine ads, email campaigns, website visits, offline purchases, etc.
- By identifying which channels played a role in driving conversions or influencing customer decisions,cross-channel attribution allows marketers to allocate resources effectively and optimize their strategies.
Your PPC account is not perfect. We hope you aren’t surprised we said that. The truth of the matter is this: no matter how hard you work on building an account and optimizing it according to best practices, you could miss something. An even truer statement is that the longer you work in an account, the easier it is for things to slip past your ever-watchful eye.
In these situations and on occasion, even if your account is performing well, you need to take the time to audit your efforts.
Meet us inside.
4 Customer Success Metrics to Inform Your Product-Led (Expansion) Growth Stra...QuekelsBaro
How do you know if your product-led expansion strategy is working? Learn how to apply product acquisition, adoption, retention, and expansion metrics in PLG.
How to Create an eCommerce Cross-channel marketing strategy.docxHariNarayanDas4
In today's digital landscape, establishing a strong cross-channel marketing strategy is crucial for the success of your eCommerce business. This approach allows you to reach and engage with customers across multiple channels, maximizing your brand visibility and driving conversions. In this blog post, we will outline key steps to help your marketing team create an effective cross-channel marketing strategy for eCommerce. Let's dive in!
Le nuove frontiere dell'AI nell'RPA con UiPath Autopilot™UiPathCommunity
In questo evento online gratuito, organizzato dalla Community Italiana di UiPath, potrai esplorare le nuove funzionalità di Autopilot, il tool che integra l'Intelligenza Artificiale nei processi di sviluppo e utilizzo delle Automazioni.
📕 Vedremo insieme alcuni esempi dell'utilizzo di Autopilot in diversi tool della Suite UiPath:
Autopilot per Studio Web
Autopilot per Studio
Autopilot per Apps
Clipboard AI
GenAI applicata alla Document Understanding
👨🏫👨💻 Speakers:
Stefano Negro, UiPath MVPx3, RPA Tech Lead @ BSP Consultant
Flavio Martinelli, UiPath MVP 2023, Technical Account Manager @UiPath
Andrei Tasca, RPA Solutions Team Lead @NTT Data
Elevating Tactical DDD Patterns Through Object CalisthenicsDorra BARTAGUIZ
After immersing yourself in the blue book and its red counterpart, attending DDD-focused conferences, and applying tactical patterns, you're left with a crucial question: How do I ensure my design is effective? Tactical patterns within Domain-Driven Design (DDD) serve as guiding principles for creating clear and manageable domain models. However, achieving success with these patterns requires additional guidance. Interestingly, we've observed that a set of constraints initially designed for training purposes remarkably aligns with effective pattern implementation, offering a more ‘mechanical’ approach. Let's explore together how Object Calisthenics can elevate the design of your tactical DDD patterns, offering concrete help for those venturing into DDD for the first time!
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Securing your Kubernetes cluster_ a step-by-step guide to success !KatiaHIMEUR1
Today, after several years of existence, an extremely active community and an ultra-dynamic ecosystem, Kubernetes has established itself as the de facto standard in container orchestration. Thanks to a wide range of managed services, it has never been so easy to set up a ready-to-use Kubernetes cluster.
However, this ease of use means that the subject of security in Kubernetes is often left for later, or even neglected. This exposes companies to significant risks.
In this talk, I'll show you step-by-step how to secure your Kubernetes cluster for greater peace of mind and reliability.
PHP Frameworks: I want to break free (IPC Berlin 2024)Ralf Eggert
In this presentation, we examine the challenges and limitations of relying too heavily on PHP frameworks in web development. We discuss the history of PHP and its frameworks to understand how this dependence has evolved. The focus will be on providing concrete tips and strategies to reduce reliance on these frameworks, based on real-world examples and practical considerations. The goal is to equip developers with the skills and knowledge to create more flexible and future-proof web applications. We'll explore the importance of maintaining autonomy in a rapidly changing tech landscape and how to make informed decisions in PHP development.
This talk is aimed at encouraging a more independent approach to using PHP frameworks, moving towards a more flexible and future-proof approach to PHP development.
Encryption in Microsoft 365 - ExpertsLive Netherlands 2024Albert Hoitingh
In this session I delve into the encryption technology used in Microsoft 365 and Microsoft Purview. Including the concepts of Customer Key and Double Key Encryption.
Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdfPaige Cruz
Monitoring and observability aren’t traditionally found in software curriculums and many of us cobble this knowledge together from whatever vendor or ecosystem we were first introduced to and whatever is a part of your current company’s observability stack.
While the dev and ops silo continues to crumble….many organizations still relegate monitoring & observability as the purview of ops, infra and SRE teams. This is a mistake - achieving a highly observable system requires collaboration up and down the stack.
I, a former op, would like to extend an invitation to all application developers to join the observability party will share these foundational concepts to build on:
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
2. — 3 —
Marketing attribution in Google Analytics 4
Plan your approach to attribution 5
Select your attribution models 6
Start modeling in Google Analytics 8
Build customized models to fit your business 10
Apply what you’ve learned 12
Attribution in action 13
Checklist for success 14
Contents
3. — 4 —
Savvy marketers understand that you don’t capture your audience with just
one message, just one picture, or just one perfectly placed advertisement.
It’s a complex process of planting the seed, nurturing it, and finally harvesting
the fruits of your marketing efforts.
Before your customers buy or convert, they may see many different parts
of your online marketing campaign – including paid and organic search, email,
affiliate marketing, display ads, mobile placements, and more. Each of these
elements has an impact on your results.
With marketing attribution modeling, you can assign value to all of the
factors that contributed to a sale. When done well, it can help you to make
better decisions about the future. Yet how do you know which models to
use, or how much credit to assign?
In this playbook, we’ll explore common attribution models and share some
thoughts on how to get started with Attribution Modeling in Google Analytics.
You’ll learn how to quickly build, customize, and compare models, so you can
get the most out of your marketing programs.
Bill Kee
Product Manager, Google Analytics
Marketing attribution
in Google Analytics
4. — 5 —
Like any analysis tool, Attribution
Modeling is most effective when you
have a clear goal: define your analysis
questions, and make a plan for what
you learn.
1. Start by identifying your marketing goals. Are you focused on branding and
awareness, lead generation, developing new business, or repeat business?
Are your current campaigns meeting these objectives?
2. Develop a basic outline for your customer journey, including path length,
time to conversion, and the relevant marketing channels. You can find this
information in the Multi-Channel Funnels reports in Google Analytics. Look
for key details: does the path differ based on the first touchpoint? Does it
differ by order size or product category?
3. Think about how you assign credit to these interactions today – even
if you’re new to attribution modeling, you surely have some sort of
intuitive model. What would happen if you valued interactions in the
path differently?
4. Define the role and expected impact of each campaign element. When
you start modeling, check whether the models match or contradict
your expectations.
5. Plan your next steps. If you learn that a certain campaign, source,
or interaction is performing differently than expected, will you be able
to take action to change it?
Once you’ve identified your analysis questions, you should explore different
attribution models and determine which are best suited to your marketing
goals. It’s important to compare multiple models to learn about different
aspects of your marketing program.
Plan your approach to attribution
5. — 6 —
Linear
The Linear model gives equal
credit to each channel interaction
on the way to conversion. This model
might be used if your campaigns
are designed to maintain contact
and awareness with the customer
throughout the entire sales cycle.
In this case, each touchpoint is
equally important during the
consideration process.
Last Interaction
The Last Interaction model attributes
100% of the conversion value to the
last channel with which the customer
interacted before buying or converting.
This model is extremely common –
most likely you’re already using some
version of it – so it’s a great baseline
for comparison with other models.
First Interaction
The First Interaction model attributes
100% of the conversion value to the
first channel with which the customer
interacted. This model can help you
understand which campaigns create
initial awareness. For example, if your
brand is not well known, you may
value keywords or channels that first
exposed customers to the brand.
last click takes all
100% 100%
first click takes all linear (equal credit)
20% 20% 20% 20% 20%
Select your attribution models
Start with these commonly used
models, then compare and customize
to best reflect your campaign goals.
6. — 7 —
Customized
A Customized model allows you
to more accurately reflect your
marketing programs. With Attribution
Modeling in Google Analytics, you can
easily create custom credit weightings
based on position (first, last, middle,
assist), touchpoint type (click or direct
visit), and campaign or traffic source
(campaign, keyword, and more).
Each of these models has different characteristics. The best
results will come from a comparison of multiple models and
experimentation to confirm your findings.
Position Based
The Position Based model allows
you to assign credit based on position
in the customer journey. The first
position highlights campaigns that
introduce customers, while the
last emphasizes those that close
conversions. This model can be
used to give more credit to those
interactions, or to assign customized
weights according to position.
Time Decay
The Time Decay model assigns
the most credit to touchpoints
that occurred nearest to the time
of conversion. If the sales cycle
involves only a short consideration
phase – for example if you’re running
a one or two-day promotion – then
interactions that occurred a week
earlier would have less value than
those during the promotion window.
10%10%10%30% 40%
weighted by funnel position time decay
45%25%15%10%5%
customized
10%45%15%25%5%
7. — 8 —
Now that you’ve planned your
approach and learned about the
common attribution models, it’s time
to begin modeling and analyzing.
Start modeling in Google Analytics
1. Ensure that you have Goals or Ecommerce tracking set up in Google
Analytics, and check that these reflect your campaign objectives.
The Attribution Modeling tool will automatically pull in this data.
2. Find the Attribution Modeling tool in the Conversions Multi-Channel
Funnels section of Google Analytics.
3. Select your model type. The first model you choose should be the one
you use most often today – usually last interaction.
4. Review the data table: you’ll see how many conversions and how much
value the model credits to different channels, referral sources, campaigns,
or other dimensions.
5. Choose another model for comparison; you can use a standard model
or create a customized model. View up to three models at a time.
6. Compare the conversion values for your models using the percentage
change column. Sort this column to see which channels, referrals, or
campaigns gained or lost the most value.
7. Pay attention to big changes in value: for example, you may find a certain
keyword or display advertisement shows low revenue value under the last
interaction model, but receives more credit under another model.
8. Consider taking action. You may wish to change bidding strategies, move
ad placements, adjust affiliate payments, or update your landing pages
to get the maximum benefit out of strong keywords and channels and to
increase the value of low performers.
8. — 9 —
see all your most
important channels
values for each channel will change
based on models chosen: instantly
see value differences side by side
handy metrics to quickly
evaluate differences
between models
compare up to three
models simultaneously
select your
model type
See the “Apply what you’ve learned”
section of this playbook for ideas
on how to act on your analysis.
9. — 10 —
Build customized models
to fit your business
1. From the model drop-down menu, select “create new.” Name your
model and choose a baseline model to customize – Linear, Time Decay,
or Position Based.
2. Define conditions to identify specific touchpoints in the conversion path
based on position (first, last, middle, assist), touchpoint type (click or direct
visit), and campaign or traffic source (campaign, keyword, and more).
3. Assign credit weighting rules to these touchpoints.
• Adjust credit to a channel, such as display or search,
based on the different role these channels play in
your customer’s path.
• Adjust credit based on position, for example
increasing credit to a first touchpoint since it
was influential in introducing the customer to
your product.
• Adjust credit based on site engagement, for
example by giving no credit to a search click that
results in a bounce, or by increasing credit for
referrals that lead to more than 5 minutes spent
on your site.
• Adjust credit based on timing, for example by
customizing the time decay model to give more
weight to interactions closer in time to conversion.
• Give credit to the upper funnel, for example by
increasing the weight of social interactions for the
value they have in generating initial awareness.
• Correct for last click bias, for example by
discounting branded keywords when they are
the last interaction. These clicks may be more
navigational in nature and could be taking credit
from interactions that did more work bringing
a new customer to your site.
Sample customizations
10. — 11 —
define conditions to assign customized values
based on characteristics such as position,
traffic source and touch point type
choose a baseline model
for customization
select “create new” to open
the custom model builder
11. — 12 —
Don’t get stuck trying to build
the “perfect model”. Take action
on what you’ve learned.
For example, attribution modeling might lead you to:
• Reallocate Budget: Strengthen campaigns along the most profitable
position in the purchase funnel.
• Adjust Affiliate Payments: Consider building affiliate programs that
compensate partners for the value that their referral provides to your
business. For instance, some advertisers give more credit to affiliates
that bring in new customers and provide awareness in the upper-funnel
vs. those that simply offer coupon codes to customers who are ready
to purchase.
• Revise CPA (cost-per-acquisition) figures: Better reflect the true
contribution of your marketing activities to the whole consumer journey.
• Reduce Time-to-Conversion: Look for opportunities to improve the
efficiency of your conversion path and reduce the number of paid clicks
required to drive a purchase. For example, provide price guarantees so
customers don’t have to price shop, quick coupon codes, or more detailed
product information so they don’t have to look elsewhere.
• Reschedule campaigns: Change the timing of particular campaign types,
such as email promotions.
• Update Landing Pages: Customers coming in through various channels and
keywords are often at different points in their purchase decision-making.
If you learn that particular keywords have lower-than-expected conversion
value, you can design landing pages that will better reflect their stage in the
purchase process.
• Keep Testing: Experiment with new keywords or campaigns to compensate
for weak spots in your purchase funnel.
Apply what you’ve learned
12. — 13 —
Attribution in action
The challenge
A mid-sized electronics retailer out of the eastern United States wanted to
expand their customer base. Their branded search keywords were performing
well, but their awareness campaigns seemed less effective.
Understanding the customer journey
Reviewing conversion paths for the past six months, they found that many
customers that converted had clicked on generic terms before searching for
their brand closer to purchase. Similarly, display ad clicks tended to precede
direct visits.
Yet these campaigns were showing a very high cost-per-acquisition (CPA).
Since the team had been using a last click attribution model, the keywords
and display ads driving customers early in the purchase process received
almost no credit.
Building models
With the Attribution Modeling Tool, the team defined a set of models that
assigned value to upper funnel interactions. One model gave less credit to
branded keywords. Another increased credit for first and last interactions.
These models identified keywords and display ads that received credit for
significantly more revenue than under the last click model.
Testing and results
The team took the biggest winners from each model and ran a test –
increasing bids and coverage in select geographies. From the tests, they
saw that neither model was perfect, but one did a better job of predicting
outcomes – and they saw an overall increase in conversions at lower CPAs.
Next steps
The team used their findings to construct a new set of assumptions, creating
new models to test so they could continue to refine their marketing programs.
13. — 14 —
To get started, visit www.google.com/analytics
Checklist for success
Compare and Customize:
There is no one size fits all model.
Google recommends comparing
different models and adjusting credit
weightings based on your specific
business needs. And remember that
you’ll use different types of models
for different types of campaigns.
Collaborate with Peers:
One of the great impediments to
successful attribution modeling is
a siloed marketing organization.
Check in with colleagues to make
sure your models and experiments
are aligned across departments.
Experiment and Iterate:
If you discover new opportunities
through modeling, run some
experimental campaigns and try out
different marketing strategies to see
what effect this has on conversions.
Then repeat the whole process.
Make sure your models don’t simply
validate your current theories.
Understand the Limitations:
Attribution will not answer every
question. If different models give
you contradictory views of your
media performance and you cannot
decide which to believe, then look
for evidence – by running tests or
conducting market research – to help
you decide.
Sanity Check:
Beware of other limitations to
online metrics – such as failing
to capture the impact of multi-
device use, or offline sales – and
seek to compensate for these
in your final analysis.
Embrace the Opportunity:
Today’s new methods for looking
beyond the last click are powerful
even if they’re not prescriptive.
So start experimenting, and don’t
get stuck with an incomplete
picture of your customer journey.