SearchLove Boston 2013_Annie Cushing_Take Credit where Credit's Due

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THIEVES! THIEVES EVERYWHERE

IDENTIFY THE CULPRITS

1. LAST-CLICK ATTRIBUTION

2. VISITS FROM DESKTOP
APPS, WORD FILES, & PDFs

THESE FILES ARE HEADLESS

3. VISITS FROM SECURE SITES

BOOKMARKLET HERE

4. VISITS FROM MANY
(MOST?) MOBILE APPS

5. VISITS FROM iOS6

LEARN MORE FROM THIS POST
(includes custom report)

NO LOCK
GOOGLE.COM IS
FINE. REFERRAL
DATA PASSES!

LAST-CLICK ATTRIBUTION
VISITS FROM DESKTOP APPS
VISITS FROM WORD FILES
VISITS FROM PDFs
VISITS FROM SECURE SITES
VISITS MA...

HOW TO STRIKE BACK

OPT 1: CAMPAIGN TAGGING

WHAT MAKES A VISIT DIRECT?
MEDIUM: NONE
SOURCE: NONE

HOW DOES TAGGING HELP?
MEDIUM: NONE YOU CHOOSE
SOURCE: NONE YOU SET

DEVISE TAGGING STRATEGY

MEDIUM NAMESOURCE

TERM CONTENT

WHAT IS MEDIUM?

Quick Aside …
How can you track
print, billboard, TV,
and radio in GA?

VANITY URL

BUT ANYWAY …
BACK TO OUR REGULARLY SCHEDULED PROGRAM

WHAT IS SOURCE?

SOURCE = WHERE THE URL LIVES

SOURCE =
RESOURCE THAT PROVIDED THE CLICK
GOOGLE SAYS …

I SAY…

SOURCE = TWITTER
SOURCE = FACEBOOK
SOURCE = MASHABLE
SOURCE = PINTEREST

TWITTER
FACEBOOK
YOUTUBE
PINTEREST
MEDIUM  SOURCE

NOT GOOD CHOICES FOR MEDIUM

WHAT IS CAMPAIGN NAME?

NAME = (UMM) CAMPAIGN NAME

A few tips
from the
trenches

1. Be consistent

2. Use lowercase

3. Separate w/ + sign

4. Customize
mkt_tok

Translation: Goog, instead of looking for utm_content, look for mkt_tok, kthx!
Learn more here

REPORTS

LET THE GAMES BEGIN

EMAIL VS SOCIAL
COMPARE MEDIUMS

BANNER VS CPC
COMPARE MEDIUMS

TWITTER VS FACEBOOK
COMPARE SOURCES FOR A MEDIUM

AFFILIATE A VS AFFILIATE B
COMPARE SOURCES FOR A MEDIUM

MAR+NEWSLETTER VS APR+NEWSLETTER
COMPARE CAMPAIGNS

MOTHERS+DAY VS FATHERS+DAY
COMPARE CAMPAIGNS

CREATE TAGGED URLs
(TWO OPTIONS)

GET HERE
URL BUILDER

OR A GOOGLE DOC I CREATED
(YEAH, AGAIN …)

bit.ly/annies-url-tool

A PEEK UNDER THE HOOD

bit.ly/custom-dashboard

If you use the by
month report beware
of formatting drama

1. Reorder

2. Export

3. Fix funky formats
bit.ly/convert-dates

MULTI-CHANNEL FUNNELS

A FEW IMPORTANT NOTES

3. Only goes back 30 days

5. MCF data lags by up to two days

6. If last click is direct, it counts as direct

MCF REPORTS

SAMPLE CLIENT WHO DOES EMAIL

Last Click Assist Total
$3 $4 $7
133% LIFT IN REPORTED REVENUE FOR EMAIL

Last Click Assist Total
$3 $6 $9
200% LIFT IN REPORTED REVENUE FOR ORGANIC

Last Click Assist Total
$3 $8 $11
267% LIFT IN REPORTED REVENUE FOR PAID SEARCH

CREATE YOUR OWN
CONVERSION SEGMENTS
(MUCH LIKE TRADITIONAL ADVANCED SEGMENTS)

OUT OF THE BOX
ONES YOU CREATE

Let’s make one!

3. CHANGE ATTRIBUTION MODEL
CHANGE ATTRIBUTION
MODEL

1ST CLICK: $0 2ND CLICK: $0 3RD CLICK: $0 LAST CLICK: $100
LAST INTERACTION MODEL

1ST CLICK: $100 2ND CLICK: $0 3RD CLICK: $0 LAST CLICK: $0
FIRST INTERACTION MODEL

1ST CLICK: $25 2ND CLICK: $25 3RD CLICK: $25 LAST CLICK: $25
LINEAR MODEL

1ST CLICK: $10 2ND CLICK: $20 3RD CLICK: $30 LAST CLICK: $40
TIME DECAY MODEL

1ST CLICK: $40 2ND CLICK: $10 3RD CLICK: $10 LAST CLICK: $40
POSITION BASED MODEL

HERE’S WHERE TO FIND IT

LEARN MORE ABOUT
ATTRIBUTION MODELING
HERE

LEARN MORE

Summary blog post
bit.ly/take-your-credit

E: ANNIE@ANNIELYTICS.COM
T: @ANNIECUSHING
L: LINKEDIN.COM/IN/ANNIECUSHING

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