From the SocialPro Conference in Seattle, Washington, June 20-21, 2016.SESSION: Credit Where Credit Is Due: Demystifying Social Attribution. PRESENTATION: No, Direct Traffic Isn't Driving All Those Conversions - Given by Kiko Correa, @obiwankikobi - Glowforge, Marketing Specialist. #SocialPro #23B
BVG BEACH CLEANING PROJECTS- ORISSA , ANDAMAN, PORT BLAIR
No, Direct Traffic Isn't Driving All Those Conversions By Kiko Correa
1. #SocialPro #23b @obiwankikobi
Kiko Correa, Glowforge
NO, DIRECT TRAFFIC ISN’T DRIVING
ALL THOSE CONVERSIONS
using Facebook ads to uncover cross device traffic
17. #SocialPro #23b @obiwankikobi
GA User ID
§ Ga solution for cross
device tracking
§ Ties together logged in
sessions across
devices
18. #SocialPro #23b @obiwankikobi
GA User ID
§ Ga solution for cross
device tracking
§ Ties together logged in
sessions across
devices
§ Cannot tie together
cross device traffic pre-
login
38. #SocialPro #23b @obiwankikobi
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Device
% of "Lost" Cross Device Conversions per Device
Desktop iPhone Android Smartphone iPad Android Tablet
Cross Device
Results
§ Desktop – 6% lost
§ Mobile – 80% lost
§ Tablet – 61% lost
§ 52% of total sales
occurred on
different devices
than they started
on.
44. #SocialPro #23b @obiwankikobi
Segmented Audiences
§ Remarketing Campaigns
§ Defines Traffic Source
§ Defines Device Type
§ Click through Conversions
§ Credit goes to Facebook Ads
§ Indicates quality of
remarketing audience
AdWords
Mobile
Twitter
Desktop
Bing
Mobile
Facebook
Remarketing
Twitter
Mobile
Bing
Desktop
AdWords
Desktop
45. #SocialPro #23b @obiwankikobi
Segmented Audiences
§ View Through Conversions
§ Set attribution window to
match click through
§ Ignore Click Through
Conversions
46. #SocialPro #23b @obiwankikobi
Segmented Audiences
§ View Through Conversions
§ Set attribution window to
match click through
§ Ignore Click Through
Conversions
§ These represent cross
device conversions from the
original traffic source
52. #SocialPro #23b @obiwankikobi
Segmented Audiences
§ Glowforge data was heavily
slanted toward cross device
§ We explored AdWords
lookalike campaigns by
segmenting the audience in
Facebook
§ Found sales that weren’t
credited originally
53. #SocialPro #23b @obiwankikobi
Segmented Audiences
§ Get Visibility on cross
device conversions
§ Will work with “Conversion
Device” breakdown
§ Caveats
§ Requires UTM Tagged URLS
§ Creates more work
§ Check your cross device
reports on FB first
54. #SocialPro #23b @obiwankikobi
Closing Thoughts
§ Don’t look at this numbers
in a vacuum
§ Integrate cross device
conversion into an
attribution model
§ Not new sales,
misattributed sales
§ Now you know the data is
there & how to get it if you
need it.