Wary of investing too much ad spend without attributing success to the proper channels? Understand how each channel relates and supports each other through your shopper’s journey for an accurate representation of your marketing investments. Let’s do away with the complexity and guesswork involved in attribution. In this webinar we’ll share the reports we look at to get insights into ad performance beyond last-click attribution no paid tool.

1. Better Measure
Your Prospecting Campaigns
with Custom Attribution Modeling

2. Overview
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Google Premier Partner
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About CPC Strategy

3. Today’s Logistics
● Session Recording & Slides Will Be Sent Out
● Submit Questions to Our Panelists
● Resources Available as Handouts
● Join in the Poll Questions!
Analicia Santaella
Webinar Coordinator

4. Today’s Speakers
Lewis Brannon
Sr. Retail Search Manager
Nick Manessis
Lead Retail Search Manager

5. Today’s Agenda
● What is Attribution Modeling and Why is it Important
● Breakdown of Google Analytics Default Attribution Models
● Analytics Reports to Complement Attribution Modeling
● Walk-through on Custom Channel Grouping Setup

6. What Is Attribution Modeling and
Why Is It Important?

7. What Is Attribution Modeling?
The rule, or set of rules, that determines how credit for sales and conversions is
assigned to touchpoints in conversion paths
Attribution models assign value to each customer touchpoint that were involved
in acquiring a customer.

8. The Importance of Understanding Attribution
Attribution is Important to Understand Because it Impacts How You:
1. Understand Your Customer’s Path
a. Especially important for high AOV and long-cycle conversions
2. Evaluate Your Marketing Tactics
a. Determining whether specific marketing efforts are “working”
b. Crediting indirect and direct sources of revenue

9. Attribution & Web Analytics Platforms
Attribution modeling lives within web analytics platforms which collects,
measures, and reports user interactions/data for a website.
Enterprise-Level Platforms
● Adobe Analytics (Omniture)
● IBM Analytics (Tealeaf)
● Google Analytics 360
Non-Enterprise Platforms
● Google Analytics
● Piwik (Matomo)
● Quantcast

10. Copyright 2017 - Q4 Amazon Virtual Summit
Walking Through Google Analytics Models

11. Google Attribution Models: Last Click
Last Click
Most recent click which receives
a conversion receives 100% of
order and revenue attribution
● The Default Attribution Model
● All Credit Given to the Last Touchpoint
● Favors Low-Funnel Traffic Sources
● Most Commonly Used Model

12. Google Attribution Models: First Click
First Click
First of any number of clicks to
lead to a conversion, receives
100% of order and revenue
attribution
● All Credit Given to the First Touchpoint
● Favors High-Funnel Traffic Sources
● Growth-Oriented Model

13. Google Attribution Models: Linear
Linear
All clicks in a conversion path
receive equal credit for the final
conversion
● All Credit is Split Evenly Among Sources
● All Touchpoints Treated the Same

14. Google Attribution Models: Time Decay
Time Decay
Click closest to conversion
receives 50% of attribution, each
previous click receives an
increasingly smaller %
● Credit Based on Recency of Engagement
● Favors Low-Funnel Traffic Sources

15. Google Attribution Models: Position-Based
Position-Based
40% of attribution goes to the
first and last click, remaining 20%
spread across any 'middle' clicks
● Most Credit Given to the First and
Last Touchpoints
● Stresses Importance of Awareness
and Acquisition in Customer Path

16. Google Attribution Models: Data Driven
Data-Driven
All the clicks on your search ads,
comparing click paths of
customers who convert vs. those
who don’t
Minimum:
15,000 clicks +
600 conversions
/ 30 days
● New “Smart” Attribution Model
● Credit Varies For Each Conversion
● Unique to Each Business
● Minimum Amount of Data Required

17. Helpful Reports in Google Analytics

18. Additional Google Analytics Reporting
Helpful Reports to Look At To Complement Attribution Modeling:
Acquisition > All Traffic > Source/Medium
Conversions > Multi-Channel Funnels > Assisted Conversions
Conversions > Multi-Channel Funnels > Top Conversion Paths

19. Additional Google Analytics Reporting
Acquisition > All Traffic > Source/Medium
This report attributes value based on the model being used.

20. Additional Google Analytics Reporting
Conversions > Multi-Channel Funnels > Assisted Conversions
This report details how often a source was involved in the purchasing path but was
not the final touchpoint/credited source.

21. Additional Google Analytics Reporting
Conversions > Multi-Channel Funnels > Top Conversion Paths
This report visualizes the common multi-channel paths that lead to conversions.

22. Using Custom Channel Groupings

23. Benefits of Custom Channel Grouping
When you create a Custom Channel Grouping at the
user level you:
● Can set specific analysis requirements to label your
traffic beyond Default Channel Grouping
● Can immediately select it in reports
● Can apply it retroactively & see historical data
classified by your new channel definitions
● Change how reports display your data, without
changing the data itself

24. Main Benefit of Custom Channel Groupings
The main benefit of using custom channel groupings is that advertisers can group
together, measure, and report on each of their unique marketing “tactics” (aka
‘branded text ads’ or ‘display remarketing’).
By easily determining which advertising strategies/tactics are the most effective,
advertisers can easily allocate resources to those tactics.

25. Building Custom Channel Grouping
1. Sign in to Google Analytics
2. Click Admin and navigate to the view in
which you want to create a Custom
Channel Grouping
3. Under Personal Tools & Assets, click
Custom Channel Groupings
4. Click + New Channel Grouping
5. Enter a name for your new channel
grouping
6. Click + Define a New Channel Grouping
7. Enter a name for your new channel

26. Building Custom Channel Grouping
8. Define the rules for the new channel
Notes: these rules are case sensitive
● Define Channel - can be based
on source, medium, campaign
name, etc.
● Use and/or statements to refine
criteria (up to 15 criteria)
● Add color for visual ease
● Then click ‘Done’

27. Building Custom Channel Grouping
Maximum:
100 Custom
Channel Groupings
per user
Toggle from default channel groups to custom channel groups

28. Channel Groupings in Multi-Channel Funnels
To see your Multi-Channel Funnels > Assisted Conversions & Top Conversion data ordered by a
Custom Channel Grouping, select the name from the Channel Groupings drop-down menu

29. Review of Today’s Agenda
● What is Attribution Modeling and Why is it Important
● Breakdown of Google Analytics Default Attribution Models
● Analytics Reports to Complement Attribution Modeling
● Walk-through on Custom Channel Grouping Setup

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31. Questions for Today’s Speakers?
Lewis Brannon
Sr. Retail Search Manager
Nick Manessis
Lead Retail Search Manager