Take Credit Where Credit's Due

TAKE CREDIT WHERE CREDIT’S DUE

@AnnieCushing annielytics.com

THIEVES! THIEVES EVERYWHERE

IDENTIFY THE CULPRITS

1. LAST-CLICK ATTRIBUTION

2. VISITS FROM DESKTOP APPS, WORD FILES, & PDFs

THESE FILES ARE HEADLESS

3. VISITS FROM SECURE SITES

BOOKMARKLET HERE

4. VISITS FROM MANY (MOST?) MOBILE APPS

5. VISITS FROM iOS6

NO SOUP REFERRAL FOR YOU!

THE FALLOUT

LEARN MORE FROM THIS POST(includes custom report)

NO LOCK

GOOGLE.COM IS FINE. REFERRAL DATA PASSES!

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

HOW TO STRIKE BACK

OPT 1: CAMPAIGN TAGGING

WHAT MAKES A VISIT DIRECT?

MEDIUM: NONE

SOURCE: NONE

HOW DOES TAGGING HELP?

MEDIUM: NONE YOU CHOOSE

SOURCE: NONE YOU SET

DEVISE TAGGING STRATEGY

MEDIUM NAMESOURCE

TERM CONTENT

WHAT IS MEDIUM?

Quick Aside …

How can you track print, billboard, TV, and radio in GA?

VANITY URL

BUT ANYWAY …

BACK TO OUR REGULARLY SCHEDULED PROGRAM

WHAT IS SOURCE?

SOURCE = WHERE THE URL LIVES

SOURCE = RESOURCE THAT PROVIDED THE CLICK

GOOGLE SAYS …

I SAY…

SOURCE = TWITTER

SOURCE = FACEBOOK

SOURCE = MASHABLE

SOURCE = PINTEREST

TWITTER

FACEBOOK

YOUTUBE

PINTEREST

MEDIUM SOURCE

NOT GOOD CHOICES FOR MEDIUM

WHAT IS CAMPAIGN NAME?

NAME = (UMM) CAMPAIGN NAME

A few tips from the trenches

1. Be consistent

2. Use lowercase

3. Separate w/ + sign

4. Customize

mkt_tok

Translation: Goog, instead of looking for utm_content, look for mkt_tok, kthx!

bit.ly/custom-parameters

REPORTS

LET THE GAMES BEGIN

EMAIL VS SOCIAL

COMPARE MEDIUMS

BANNER VS CPC

COMPARE MEDIUMS

TWITTER VS FACEBOOK

COMPARE SOURCES FOR A MEDIUM

AFFILIATE A VS AFFILIATE B

COMPARE SOURCES FOR A MEDIUM

MAR+NEWSLETTER VS APR+NEWSLETTER

COMPARE CAMPAIGNS

MOTHERS+DAY VS FATHERS+DAY

COMPARE CAMPAIGNS

CREATE TAGGED URLs

(TWO OPTIONS)

GET HERE

URL BUILDER

YEAH, I CREATED A GOOGLE DOC

(AGAIN …)

bit.ly/annies-url-tool

A PEEK UNDER THE HOOD

bit.ly/custom-dashboard

If you use the by month report beware of formatting drama

1. Reorder

2. Export

3. Fix funky formats

bit.ly/convert-dates

MULTI-CHANNEL FUNNELS

A FEW IMPORTANT NOTES

1. Must have conversion tracking set up

2. Only use on an unfiltered profile

bit.ly/filtered-profiles

3. Only goes back 30 days

4. MCF data is based on conversions, transactions, and conversion paths since Jan 2011

5. MCF data lags by up to two days

6. If last click is direct, it counts as direct

MCF REPORTS

SAMPLE CLIENT WHO DOES EMAIL

Last Click Assist Total

$3 $4 $7

133% LIFT IN REPORTED REVENUE FOR EMAIL

Last Click Assist Total

$3 $6 $9

200% LIFT IN REPORTED REVENUE FOR ORGANIC

Last Click Assist Total

$3 $8 $11

267% LIFT IN REPORTED REVENUE FOR PAID SEARCH

CREATE YOUR OWN CONVERSION SEGMENTS

(MUCH LIKE TRADITIONAL ADVANCED SEGMENTS)

OUT OF THE BOX

ONES YOU CREATE

Let’s make one!

3. CHANGE ATTRIBUTION MODEL CHANGE ATTRIBUTION MODEL

1ST CLICK: $0 2ND CLICK: $0 3RD CLICK: $0 LAST CLICK: $100

LAST INTERACTION MODEL

1ST CLICK: $100 2ND CLICK: $0 3RD CLICK: $0 LAST CLICK: $0

FIRST INTERACTION MODEL

1ST CLICK: $25 2ND CLICK: $25 3RD CLICK: $25 LAST CLICK: $25

LINEAR MODEL

1ST CLICK: $10 2ND CLICK: $20 3RD CLICK: $30 LAST CLICK: $40

TIME DECAY MODEL

1ST CLICK: $40 2ND CLICK: $10 3RD CLICK: $10 LAST CLICK: $40

POSITION BASED MODEL

HERE’S WHERE TO FIND IT

LEARN MORE ABOUT ATTRIBUTION MODELING

LEARN MORE

Summary blog post

bit.ly/take-your-credit

E: ANNIE@ANNIELYTICS.COM

T: @ANNIECUSHING

L: LINKEDIN.COM/IN/ANNIECUSHING