When people often go inside Google Analytics for digital marketing insights, they are usually exposed to a lie. Most notably, the Last Click model that exists across most of the standard GA reports are truly a disconnect from the multi-channel digital marketing world that drives visitors to a website. The goal of my presentation is to make a case about why marketers should all look at the GA Attribution Model reports and configure it to get deeper insights for their strategies.
5. searchmarketingexpo.com
@AdrianVender
#SMX #24c
Time for Change
We know that multi-attribution is important…
But we still act using single-touch (last-click) attribution.
It’s time to embrace multi-attribution
in Google Analytics
6. searchmarketingexpo.com
@AdrianVender
#SMX #24c
Multi-Attribution Challenges in GA
• No offline conversions (in-store or phone orders, etc)
*call tracking solutions can send calls to GA, but not orders
• No native cross-device tracking
*UserID can be matched, if provided. Not always practical
• Display impression tracking available (GA Premium only)
*Otherwise, lack of impression data has severe impact to attribution
There is no perfect multi-attribution system!
7. searchmarketingexpo.com
@AdrianVender
#SMX #24c
Google Analytics Channels
Make sure all of your traffic is properly
identified in the right Channels.
If you don’t UTM tag your links:
• Email traffic is split to Direct and
“mail.” referrals
• Social traffic is slit to Direct and
obscure referrals.
https://support.google.com/analytics/answer/3297892?hl=en
11. searchmarketingexpo.com
@AdrianVender
#SMX #24c
Choosing an Attribution Model
You can select pre-defined rule-based models,
or you can create custom rule-based models.
With GA Premium, you can enable an
algorithmic “Data-Driven” attribution model!
Learn more about selecting and creating
attribution models from Avinash!
http://www.kaushik.net/avinash/multi-channel-attribution-modeling-good-bad-ugly-models/
Unsure? Try “Position Based” model!
12. searchmarketingexpo.com
@AdrianVender
#SMX #24c
Custom Models
Create a custom model
from scratch or use an
existing model as a
baseline.
• Adjust position weights
• Specify lookback window
• Adjust credit based on
user engagement
• Custom rules, such as
increasing credit towards
Brand PPC
13. searchmarketingexpo.com
@AdrianVender
#SMX #24c
Model Comparisons
Selecting a multi-touch
model may provide a
significant lift of
conversion credit to your
marketing channels.
*Link your AdWords,
DoubleClick (GA Premium
only), or import cost data
for any source to get CPA
and ROAS metrics.
https://support.google.com/analytics/
answer/2803329?hl=en
16. searchmarketingexpo.com
@AdrianVender
#SMX #24c
Recap
• Tag and Identify your Channels
• Setup Goals and/or Ecommerce Tracking
• Import cost data (whenever possible)
• Beware of “normal” GA last click attribution
• Experiment with different preset and custom models
• Leverage custom channel groupings and conversion segments