1. Start exploring attribution for free:
With Google Analytics’ Multi-Channel Funnels.
Dara Fitzgerald
Head of Insight @ Fresh Egg
dara@freshegg.com
@darafitzgerald

2. Modern digital landscape.
Social
Email
Display
Affiliate
Mobile

3. Campaign tagging.
http://www.abc.com/?utm_source=eshot&utm_medium=email&utm_campaign=sep11
Email
• Email not tracked in GA will show as direct or referral
• Social media will show as referral by default
• Affiliate will show as referral by default
• Badly implemented URL redirects can cause PPC traffic to be
misattributed as organic

4. Campaign tagging.
http://www.abc.com/?utm_source=eshot&utm_medium=email&utm_campaign=sep11
Email
• Email not tracked in GA will show as direct or referral
• Social media will show as referral by default
• Affiliate will show as referral by default
• Badly implemented URL redirects can cause PPC traffic to be
misattributed as organic

5. Campaign tagging.
http://www.abc.com/?utm_source=eshot&utm_medium=email&utm_campaign=sep11
Email
• Email not tracked in GA will show as direct or referral
• Social media will show as referral by default
• Affiliate will show as referral by default
• Badly implemented URL redirects or failing to use auto-tagging
can cause PPC traffic to be misattributed as organic

6. Last click attribution is flawed.
Visit 1 Visit 2 Visit 3
No conversion No conversion CONVERSION
Social Media Organic non-brand Paid brand term
INTRODUCER INFLUENCER LAST CLICK GETS
GETS NO CREDIT GETS NO CREDIT ALL THE CREDIT

7. Single interaction attribution issues.
Awareness Brand awareness channels
e.g. social media, display adverts,
generic keywords
Product research
e.g. product keywords, product
Interest
emails, comparison sites
Selection channels
e.g. Deal/price keywords, price comparison sites,
Desire Google Shopping
Converting channels
Action
e.g. branded PPC, branded organic, affiliate,
email, Google shopping

8. Multi-Channel Funnels.

9. Path length.

10. Time lag.

11. Assisted conversions.

12. Assisted conversions.

13. Assisted conversions.

14. First interaction conversions.

15. Top conversion paths.

16. Basic channel grouping.
Standard
Retargeting
Brand
Non-brand
Brand
Generic
Non-brand
Long-tail
Natural referral
Paid affiliate
E-marketing campaigns
Sales team emails

17. Custom channel groupings.

18. Advantage of custom channel groupings.
Basic channel grouping Custom channel grouping
Generic view.
Google’s predefined Bespoke view.
channels. Tailored to match
your business.

19. Conversion segments.
Assisted conversions report
Top conversion paths

20. Conversion segments.

21. Use case 1.
Organic vs. paid
Organic generic Organic specific Paid brand
0.3% conv. rate 3% conv. rate 6% conv. rate
AND
Assisted conversions: 95 Assisted conversion value: £24,515

22. Use case 2.
Organic non-brand vs. brand
Organic non-brand Organic non-brand Organic brand
“Running shoes” “Saucony running shoes” “Saucony ProGrid ShoeRetailer”
0.3% conv. rate 2% conv. rate 6% conv. rate

23. Use case 2 - cont.
Organic non-brand vs. brand
AND
AND
AND
Assisted conversions: 79 Assisted conversion value: £18,525

24. Points to note about MCF.
30 days
Conversion
Organic Paid Paid Direct
Counts as 1 assist for Paid
Not included in MCF Gets the credit in Not ignored in MCF
standard reports

25. Summary.
• Failing to look at full picture can lead to bad decisions
• Upper funnel keywords/channels could be providing hidden value
• Robust and consistent tracking is imperative
• Single data source is best to avoid double counting
• There is no silver bullet for attribution. The best approach will differ for
each business.
• The key is to start using this additional data to better inform decisions

26. Thank You!

27. On average, B2B
marketers employ
8 different content
marketing tactics to
achieve their goals
Contentmarketinginstitute.com