Multi-Channel Attribution Using Google Analytics

Multi-Channel Attribution Using Google Analytics
Slide 1
Multi-Channel Attribution
Using Google Analytics

Slide 2
1) Channel Attribution Elements
2) Multi-Channel Attributions in Google Analytics
Overview
Source: Higher Education Marketing – Multi-Channel Attribution Using Google Analytics

Slide 3
 Before we dive too deeply into multi-channel attribution
reporting, let's discuss a few of the key channel attribution
elements.
 Acquisition Channels: Also known as channels or touch points,
acquisition channels are the source of traffic to your college’s web
properties. E.g. Organic search, affiliates, paid advertisements, etc.
 Channel Grouping: In multi-channel attribution reports, channel
grouping is the set of channel labels. Google Analytics offers two
types of channel grouping:
 Basic Channel Grouping: This is the set of predefined channel
labels. Google Analytics defines following channel labels as part of
basic channel grouping:
 Display, paid search, organic search, social, referral, email, direct and other
advertisement.
 Custom Channel Grouping: This is user defined channel grouping.
To create your channel grouping you can copy the basic channel
grouping to get started or create your new channel grouping from
scratch.
1. Channel Attribution Elements

Slide 4
 Conversions: In multi-attribution funnel reports, Google
defines conversions as the sum of number of conversions
and number of e-commerce transactions (if enabled).
 For example: If 18 visitors filled out your college’s application form
online and 42 students paid tuition fees via e-commerce
transactions, the multi-channel funnel report will show 60
conversions whereas other Google Analytics reports will show 18
goal conversions and 42 e-commerce transactions.
 Conversion Path: This is the sequence of interactions
between visitor and acquisition channels that lead to
conversion. Google Analytics records conversion paths via
visitor cookies (_utma).

Slide 5
 Interaction: Also known as touch, this is an exposure to the
acquisition channels. E.g. In the above conversion path,
each exposure will be recorded as an interaction in multi-
channel funnel reports.
 In a conversion path, channels can play three roles:
 First Interaction: First referral (or initiator) on the conversion path.
 Assist Interaction: Any non-last referral on the conversion path.
 Last Interaction: Immediately preceding the conversion referral.
 In the above mentioned example, the multi-channel funnel report will
show “Paid Search” as the first interaction, “Organic Search” as an
assist interaction and “Referral” as the last interaction.
 Assisted Conversions: These reports for a given marketing
channel analyze all interactions other than the last one that
lead to a conversion.

Slide 6
 Get started with Multi-Channel Attribution in Google
Analytics
 Ensure your college’s marketing efforts are measurable. E.g.
Analytics code on landing pages, campaign link tagging, etc.
 Ensure you have a clear “Call-to-Action” and a clear vision of your
audience's interaction and behavior on your web properties.
 Ensure conversion goals and e-commerce tracking (if applicable) are
configured.
 Once you have all of the above in place, launch your
campaign and wait for a couple of days for data to be
collected. Multi-channel funnels in Google Analytics can be
located under Standard Reporting > Conversions > Multi-
Channel Funnels
2. Multi-Channel Attributions in Google Analytics

Slide 7
 Google offers five types of multi-channel reports:
 Overview Report: This represents how various acquisition
channels work together to create conversion.
 Out of the box, it will show you which campaign and acquisition
channels are driving your desired results (also known as “upper
funnel channels”, because they often result in a visitor’s first
exposure to your college’s web ecosystem in the longer path of
conversion).
 The interaction of channels can be visualized with a Venn diagram,
where the overlapping area represents the degree to which visitors
were exposed to all the intersecting channels and the size of each
circle represents the volume of conversions coming through that
acquisition channel.

Slide 8
 Assisted Conversion Report: This report displays the
number of conversions for which each non-last marketing
channel appears on the conversion path.
 Top Conversion Path Report: This report can help your
marketing team understand how channels interact along a
conversion path, and how long it takes visitors to convert.
This report summarizes all the unique conversion paths that
lead to conversion.
 Time Lag Report: This report can help you analyze how
many days it takes visitors to convert (within a 30 day
period).
 Path Length Report: This displays how many interactions it
took for a visitor to convert.

Slide 9
 Through multi-channel reports your college can determine:
 How various acquisition channels work together to create a
conversion
 How much time a visitor takes before converting into a lead
 What role did prior touch points play in a conversion
 How to attribute conversion to an acquisition channel
 It is common to experience data discrepancy between multi-channel
funnel reports and other Google Analytics reports due to the
following reasons:
 Multi-channel funnel data lags up to 48 hours

Slide 10
 In other Google Analytics reports conversion is equivalent to
goal conversion (e-commerce transactions are mentioned
separately whereas in multi-channel funnel reports
conversion is calculated as the sum of goal conversions and
e-commerce-transactions)
 The last decade has experienced a remarkable proliferation
of marketing channels, strategies and technologies.
Marketers and analysts are challenged to stay on top of the
emerging opportunities.
 Attribution is not an exception to this pattern; it’s one of the
solutions to enhance accountability of marketing efforts.

Slide 11
Questions?
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info@higher-education-marketing.com
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Multi-Channel Attribution Using Google Analytics

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Multi-Channel Attribution Using Google Analytics