Upload
mjasra
View
7
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Manoj Jasra's presentation on campaign Attribution and the future of search analytics at eMetrics Toronto 2009.
Citation preview
April 7, 2023
Advanced Paid Search Optimization and Analytics
1
Agenda
• Quick Intro to Attribution
• The Age-Old “Credit” Issue
• Before Setup
• Vendor Specific Actions
• Future of Paid Search Analytics
April 7, 2023Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics
2
Overview of Attribution
• Definition
• Not Everything Attributes the Same
• Not 100% Perfect
• Analytics Solutions can Help
• Once Isn’t Enough
April 7, 2023Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics
3
Who Deserves Credit?
April 7, 2023Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics
4
1 Paid SearchHome PageProduct Page
2 3rd Party AdHome PageProduct PageShopping Cart
3 BookmarkHome PageProduct PageShopping CartPurchase
Before Setup
• Sales Cycle Length
• Establish Baselines
• Cookies, Schmookies
• After Data Collection
• Remember Offline
• Beyond Paid Search
April 7, 2023Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics
5
April 7, 2023Search Marketing Session: SEO
6
When Google Analytics detects this variable, it will retain the first campaign's information, regardless of which links the user later followed to arrive at the conversion.
April 7, 2023
7
Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics
April 7, 2023
8
Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics
Future of Paid Search Analytics
• Not How, but How much Attribution
• Touch Point Analysis
• Pay Per Tweet
April 7, 2023Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics
9
Recap
• Definition of Attribution
• What to Address Before Setup
• Understand Your Business
• Analytics Tools Can Help
• Future of Paid Search Analytics
April 7, 2023
10
Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics
Questions?
Web Analytics World: www.WebAnalyticsWorld.net
Twitter www.Twitter.com/WaWorld
April 7, 2023Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics
11