The document discusses the importance of multichannel attribution in understanding how various traffic sources influence website actions that drive value. It emphasizes the complexity of user behavior beyond linear models of marketing spend and highlights tools such as Google Analytics to track conversions and set goals. The key takeaway is to utilize multichannel attribution to accurately assess the true impact and ROI of different traffic sources.

1. The Future of Analytics:
Multichannel Attribution
by: David Vogelpohl
@davidvmc

2. The Future Present of Analytics:
Multichannel Attribution
by: David Vogelpohl
@davidvmc

3. What you’ll learn
How to understand how sources of
traffic influence the actions on your
website that drive value

4. How we were trained in online marketing
Users click ads and buy things
@davidvmc

5. Who trained us to think like this?

6. Why did they train us to think linearly?
$1,000 Cost $2,000 Profit
Because it makes them look good

7. How users actually behave
Users click ads, do research, check social media, attend
webinars, download eBooks, and *then* buy things
@davidvmc

8. What does this mean for ROI?
You’re paying more than you think
$1,000 $600
$975$250
$2,000 Profit$2,825 Cost

9. How multichannel attribution got famous
Affiliates ranking for coupon terms were
“stealing” other affiliates’ commissions
1st click Last click

10. Why you are starting to think multichannel

11. What can you do about all this?
Use multichannel attribution with
an revenue attribution model
@davidvmc

12. Make sure to set up goals in Google Analytics!
“Without goals in
Google Analytics,
you have no
analytics at all”

13. Create goals with defined value
Transaction (order value)
Leads (avg. lead revenue)
Engagement (brand value)
Views/Actions (revenue per action)

14. Google analytics multichannel attribution

15. Google analytics multichannel attribution
Assisted Conversions Report

16. What are the most successful source combinations?
Top Conversion Paths Report

17. Using Top Paths to weight value
Compare paths “wit or wit out”
Set up a goal for pageviews (gross)
Use to calculate conversion rate per path

18. Do some math to value impact
Direct
Pageviews: 12,328
Conversions: 1541
CR: 12.5%
Organic + Direct
Pageviews: 1,628
Conversions: 245
CR:15.04%
Improvement: 2.54%

19. How long do I need to make a sale?
Time Lag Report

20. How many touches do I need to make a sale?
Path Length Report

21. Evaluating first / last click attribution?
Model Comparison Tool

22. Choosing CPA attribution models
wpeng.in/gamodels
Model Comparison Tool
Attribution Models

23. What to look for when comparing models
Model Comparison Tool

24. The ire of data sampling
Go premium or go home….

25. Summary
@davidvmc
Use multichannel attribution reports
to calculate the true impact and ROI
of our traffic sources

26. Thank you!
David Vogelpohl
@davidvmc
The Future Present of Analytics:
Multichannel Attribution