Superweek 2015 traffic attribution
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AdWords generates revenue both directly and by assisting other traffic sources in conversions. Looking more closely, AdWords is especially effective as an assist for non-brand traffic, where it contributes to over 1 million conversions through assistance. By developing a custom attribution model that weighs assisted conversions more heavily and adjusting AdWords bids accordingly, the company saw a 22% increase in the value of assisted conversions over 5 months. The key learnings are to understand how each channel contributes throughout the user journey, create an attribution model tailored to your needs, and use attribution insights to optimize bidding strategies.
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Superweek 2015 traffic attribution
- 2. Assisted conversions makes you look… Good? >> The path to conversion << @webanalytiker
- 3. >> Quote <<
- 4. >> Lets set the scene! << ”Its not as simple as it looks!” One attribution in Google Analytics1 Another in AdWords with AdWords conversion script2 A third in Analytics attribution reports3
- 5. >> The source might not be what you think<< 2 direct visit Group 1 Group 2 Search, referral, paid traffic, campaigns… All traffic, identified as direct traffic 4 examples: 1 direct visit + 1 Adwords visit 2 visits from Adwords 1 direct visit + 2 visits from AdWords
- 6. >> AdWords conversion tracking << ”30 days cookie!” @webanalytiker
- 7. >> Assisted conversions<< ”Do people click and buy later?” Direct conversions and assisted conversions1 See total conversions a source has been involved in2 @webanalytiker
- 8. >> We know it from sport << @webanalytiker
- 9. >> All traffic reports << AdWords generates 27% of revenue
- 10. >> Assisted… << Assists and last click -> ratio
- 11. >> Assisted… << AdWords is better as assist
- 12. >> Total impact… << @webanalytiker
- 13. >> Total impact… << AdWords is affecting 22%
- 14. >> Data so far << Analytics: 2,66 mio1 Assist: 2,5 mio2 Last click: 2 mio3 Total conversion value: 3,8 mio4
- 15. @webanalytiker
- 16. >> Assisted… With brand << Brand is a huge part of the revenue 1 @webanalytiker
- 17. >> Total impact… With brand << Nonbrand is 33% of all AdWords @webanalytiker
- 18. >> Non brand AdWords << All traffic: 553K1 Assist: 994K2 Last Click: 445K3 Total impact: 1.309K4 @webanalytiker
- 19. >> Assist vs last click<< 1 2 3 4 Increase cpc @webanalytiker
- 21. >> Attribution models << @webanalytiker
- 22. >> Attribution models << @webanalytiker
- 23. >> Compare models <<
- 24. >> Attribution models << Focus on 1 visit in path Focus on full path @webanalytiker
- 25. >> Attribution models << @webanalytiker
- 26. >> Custom Attribution model << @webanalytiker
- 27. >> Custom Attribution model << @webanalytiker
- 28. >> Custom Attribution model << @webanalytiker
- 29. >> Custom Attribution model <<
- 30. >> Custom Attribution model << @webanalytiker
- 31. >> Custom Attribution model << @webanalytiker
- 32. >> Attribution models <<
- 33. >> Awesome, but not perfect << 90 days lookback window1 No cross device tracking2
- 34. >> So what did we do? << • AdWords generates revenue but is strong as assist • Especially Non-brand AdWords is strong as assist • New model where assisted weight more • AdWords bids adjusted based on model • After 5 month, we saw 22% increase in assist value Attribution case @webanalytiker
- 35. >> Summing up << • Different numbers in different reports • Learn how the channel is used in user path, based on assist/direct ratio – if higher than 1 = strong assist • Use attribution models to go deeper • Make your own model Learn and earn: @webanalytiker