The document discusses web analytics attribution modeling. It describes how attribution modeling is used to understand a customer's path to conversion across multiple channels like mobile, search ads, affiliates and retargeting. It also summarizes different attribution models in Google Analytics, including last click, first click and custom models, and how the Google Analytics attribution tool can be used to help attribute conversions across keywords and channels.

1. Web Analytics
Attribution Modeling
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

2. Standard Marketing Funnel
Branding
Drive Awareness
Opinion
Consideration
Preference
Purchase
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

3. The Solution is Multi Channel
Mobile
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

4. How We measure Conversions?
Media Network Pixel AdWords Conversion Code
In-House Systems Analytics Goal Conversions
Affiliate Marketing Platforms 3rd Party Tools
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

5. This is my typical day at the office..
9:00 am
8:00 am What’s on the
Read my FB news?
Feed
10:00 am
5:00 pm SMS
4:00 pm
Read through Research on B2B
6:00 pm some industry Marketing
Spend some websites
time on my
facebook
7:30 pm Where are my
friends?
Waze my way to
a restaurant
10:30 pm
Search Google
and place a lead
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

6. Search Funnel - Travel
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

7. Who Gets the Credit?
• 1/1/2013 – Visit (AdWords Click, category Keyword)
• 2/1/2013 – Visit (Organic Search, product keyword)
• 3/1/2013 – Visit (AdWords Click, brand Keyword)
• 4/1/2013 – Visit (Affiliate Banner Ad)
• 5/1/2013 - Visit – (Retargeting) Conversion
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

8. Attribution Modeling
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

9. Purposes and Uses
Differentiate between converters
and initiators
Assign values to multiple sources
involved in a conversions
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

10. Google Analytics Attribution Models
Last Click First Click Custom
Position
Decay Linear
Based
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

11. Google Analytics Attribution Tool
Want it? Get it Here: http://bit.ly/TQTPO4
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

12. Here’s how it looks like!
Want it? Get it Here: http://bit.ly/TQTPO4
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

13. Take it a bit further..
Want it? Get it Here: http://bit.ly/TQTPO4
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

14. Even for Keywords:
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

15. Key Takeaways
Mainstream conversion tracking is NOT enough
We are now on a multi-screen environment
We must understand our consumers’ journey
We can implement attribution models FREE
We can understand our spend ROI better!
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044