SearchLove Boston 2013_Annie Cushing_Take Credit where Credit's Due
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SearchLove Boston 2013_Annie Cushing_Take Credit where Credit's Due
- 7. 2. VISITS FROM DESKTOP APPS, WORD FILES, & PDFs
- 8. THESE FILES ARE HEADLESS
- 10. 3. VISITS FROM SECURE SITES
- 15. BOOKMARKLET HERE
- 16. 4. VISITS FROM MANY (MOST?) MOBILE APPS
- 17. 5. VISITS FROM iOS6
- 20. LEARN MORE FROM THIS POST (includes custom report)
- 21. NO LOCK GOOGLE.COM IS FINE. REFERRAL DATA PASSES!
- 22. LAST-CLICK ATTRIBUTION VISITS FROM DESKTOP APPS VISITS FROM WORD FILES VISITS FROM PDFs VISITS FROM SECURE SITES VISITS MANY MOBILE APPS iOS6 MOBILE DEVICES
- 23. HOW TO STRIKE BACK
- 24. OPT 1: CAMPAIGN TAGGING
- 26. WHAT MAKES A VISIT DIRECT? MEDIUM: NONE SOURCE: NONE
- 27. HOW DOES TAGGING HELP? MEDIUM: NONE YOU CHOOSE SOURCE: NONE YOU SET
- 31. TERM CONTENT
- 32. WHAT IS MEDIUM?
- 35. Quick Aside … How can you track print, billboard, TV, and radio in GA?
- 36. VANITY URL
- 38. BUT ANYWAY … BACK TO OUR REGULARLY SCHEDULED PROGRAM
- 39. WHAT IS SOURCE?
- 40. SOURCE = WHERE THE URL LIVES
- 41. SOURCE = RESOURCE THAT PROVIDED THE CLICK GOOGLE SAYS …
- 42. I SAY…
- 43. SOURCE = TWITTER SOURCE = FACEBOOK SOURCE = MASHABLE SOURCE = PINTEREST
- 45. NOT GOOD CHOICES FOR MEDIUM
- 46. WHAT IS CAMPAIGN NAME?
- 47. NAME = (UMM) CAMPAIGN NAME
- 49. A few tips from the trenches
- 50. 1. Be consistent
- 51. 2. Use lowercase
- 52. 3. Separate w/ + sign
- 54. Translation: Goog, instead of looking for utm_content, look for mkt_tok, kthx! Learn more here
- 55. REPORTS
- 60. LET THE GAMES BEGIN
- 61. EMAIL VS SOCIAL COMPARE MEDIUMS
- 62. BANNER VS CPC COMPARE MEDIUMS
- 63. TWITTER VS FACEBOOK COMPARE SOURCES FOR A MEDIUM
- 64. AFFILIATE A VS AFFILIATE B COMPARE SOURCES FOR A MEDIUM
- 65. MAR+NEWSLETTER VS APR+NEWSLETTER COMPARE CAMPAIGNS
- 66. MOTHERS+DAY VS FATHERS+DAY COMPARE CAMPAIGNS
- 67. CREATE TAGGED URLs (TWO OPTIONS)
- 69. OR A GOOGLE DOC I CREATED (YEAH, AGAIN …)
- 72. A PEEK UNDER THE HOOD
- 74. If you use the by month report beware of formatting drama
- 75. 1. Reorder
- 76. 2. Export
- 77. 3. Fix funky formats bit.ly/convert-dates
- 79. A FEW IMPORTANT NOTES
- 81. 2. Only use on an unfiltered profile bit.ly/filtered-profiles
- 82. 3. Only goes back 30 days
- 84. 5. MCF data lags by up to two days
- 85. 6. If last click is direct, it counts as direct
- 86. MCF REPORTS
- 90. SAMPLE CLIENT WHO DOES EMAIL
- 92. Last Click Assist Total $3 $4 $7 133% LIFT IN REPORTED REVENUE FOR EMAIL
- 94. Last Click Assist Total $3 $6 $9 200% LIFT IN REPORTED REVENUE FOR ORGANIC
- 96. Last Click Assist Total $3 $8 $11 267% LIFT IN REPORTED REVENUE FOR PAID SEARCH
- 97. CREATE YOUR OWN CONVERSION SEGMENTS (MUCH LIKE TRADITIONAL ADVANCED SEGMENTS)
- 99. OUT OF THE BOX ONES YOU CREATE
- 100. Let’s make one!
- 107. 3. CHANGE ATTRIBUTION MODEL CHANGE ATTRIBUTION MODEL
- 108. 1ST CLICK: $0 2ND CLICK: $0 3RD CLICK: $0 LAST CLICK: $100 LAST INTERACTION MODEL
- 109. 1ST CLICK: $100 2ND CLICK: $0 3RD CLICK: $0 LAST CLICK: $0 FIRST INTERACTION MODEL
- 110. 1ST CLICK: $25 2ND CLICK: $25 3RD CLICK: $25 LAST CLICK: $25 LINEAR MODEL
- 111. 1ST CLICK: $10 2ND CLICK: $20 3RD CLICK: $30 LAST CLICK: $40 TIME DECAY MODEL
- 112. 1ST CLICK: $40 2ND CLICK: $10 3RD CLICK: $10 LAST CLICK: $40 POSITION BASED MODEL
- 113. HERE’S WHERE TO FIND IT
- 114. LEARN MORE ABOUT ATTRIBUTION MODELING HERE
- 115. LEARN MORE
- 117. E: ANNIE@ANNIELYTICS.COM T: @ANNIECUSHING L: LINKEDIN.COM/IN/ANNIECUSHING