You're Only Reporting on Half of Your Success

© 2015 Seer Interactive • All Rights Reserved • Page 1
YOU’RE
ONLY
REPORTING
ON HALF
OF YOUR
SUCCESS
Understanding Indirect Value Through Analytics
https://www.flickr.com/photos/kalyan02/
Seer Interactive | @McGswagg #StateOfSearch | @dfwsem

Seer Interactive @McGswagg #StateOfSearch @dfwsem
Mark Wahlberg

Free Hamburgers
Photobombing Co-workers

meanwhile…

Don’t miss out on the indirect value of
your content
like I missed out on Mark Wahlberg….and
hamburgers.

How do you measure the
success of your content?

Aug – Oct 2015:
6,687 Visits

I used to think this was
‘value’
https://www.flickr.com/photos/31151995@N04/
search volume
drive traffic

© 2015 Seer Interactive • All Rights Reserved • Page 11https://www.flickr.com/photos/46430981@N02/
uhhhh…..

Aug – Oct 2015:
6,687 Visits
Appointment Requests: 0

meanwhile…

Aug- Oct 2015:
48 Visits

LET’S FOCUS ON CONTENT
THAT CONVERTS
and how it converts.

http://www.theguardian.com/money/2013/dec/27/1500-file-tax-returns-
christmas-day-hmrc#img-1

Visitor Path
Visitor
Reaches Your
Content
Visitor
Converts
How some see the visitor path…
Visitor Clicks
Through to
Your Ranking

The reality.
Visitor Reaches
Your Content
EXIT
1 week later
Visitor Reaches
Your Content
EXIT
2 days later Visitor Reaches
Your Content
EXIT
DIRECT
VISIT
Visitor Reaches
Your Content
Visitor
Converts
1 day later

Viewing the
value of your content
based on a direct visitor path
gives you only
half the picture

How do we see past the direct visitor path?
Analytics.

Let’s look at how your content is
measured by default:
The page
on which
the visitor
entered
the site

Let’s change the way we view our data.
The page on
which the
visitor
entered and
then at
some point
in their
session
converted

But even this view only lets
you see what converted
directly.
https://networkedmedia.files.wordpress.com/2013/04/bokbild20.jpg

What about content that may have
assisted
with a conversion?

Visitor Reaches
Your Content
EXIT
1 week later
Visitor Reaches
Your Content
EXIT
2 days later Visitor Reaches
Your Content
EXIT
DIRECT
VISIT
Visitor Reaches
Your Content
Visitor
Converts
1 day later
This content didn’t convert on its own, but it
contributed to the final conversion.

Assisted Conversions Report
If a channel appears anywhere, except as the final interaction, on
a conversion path, it is considered an assist for that conversion.

Lookback Window Maximum of 90 Days Prior to Conversion

Ability to View Assisted Conversions by Specific
Conversion Type

We can see how your channels resulted
in assisted conversions.
Let’s do the same with your content.

Viewing Direct Value
Newsletter Sign Ups: 0
Jul – Sep 2015:
2,860 Visits

Setup a custom channel for this
content

content

Viewing Indirect Value
Jul – Sep 2015:
2,860 Visits
Newsletter Sign Ups: 3

Content that’s
‘never’ converted
actually has.

What about content that you
already know converts?

Apr– Aug 2015:
327 Visits
Clicks to the App: 84

Create a Custom Channel Grouping
Include several pages in your
custom channel with the ‘|’
symbol from Regex to indicate
‘or’ between your list of URLs
Example:
/url1.html|/url2.html|/url3.html

Viewing Indirect Value
Apr– Aug 2015:
327 Visits
Clicks to the App: 95

You’re under-reporting
value by
13%

2k Organic Visits
8k Organic Pageviews
Not All Content Needs to Drive Entries

Apr– Aug 2015:
8,466 Visits

You’re under-reporting
value by
43%

The content you always knew was
valuable
is even more
valuable
than you originally thought.

What about PDFs or Resources?

These often result in the most indirect value.
Direct Leads: 1
Assisted Leads: 21

Giving away content
for free
can eventually result in
revenue.

Lets take it one step further….
How is your content interacting
with other channels?

Under reporting by 184%

So if you’re content is
assisting this much,
what other channels
is it involved with?

Let’s look at just organic
visitors reaching this content.

The Top Conversion Path Report

Default
channel
groupings
The Top Conversion Path Report
The conversion
paths visitors are
most likely to
take before they
convert

CONTENT
IS A MARKETING CHANNEL
let’s look at it that way.

Let’s drill down to see how our
specific content is interacting
with the ‘standard’ marketing
channels….

How do
organic
visitors to
your ‘Things
To Do’
content
interact
with….
…your other
standard channels

The top ten most frequent paths involving your ‘Things
To Do’ content that resulted in conversions.

All possible
mediums your
content can
interact with:
• Direct
• Paid
• Referral
• Email
• Maps
Visitors reaching your content are most likely to
convert after returning directly or through a paid ad.

Understanding the marketing mix
most likely to convert,
helps determine which channels to use
in combination with your
content.

Linking
Offline
to
Online
https://www.flickr.com/photos/ian-arlett/

Setup a custom channel using vanity
URLs from traditional media
Create a
custom
channel for
your
traditional
media…
…to see how it
interacts with your
digital media

prepare yourself

https://www.flickr.com/photos/chainsawpanda/

It’s Ugly.
But there are
takeaways.

Analytics isn’t always pretty
but your findingscan be gold.

Don’t underestimate your content.
Don’t be afraid to uncover the value
you may be overlooking. https://www.flickr.com/photos/fatedenied/

You're Only Reporting on Half of Your Success

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