Assisted  conversions  makes  you  look…  Good?

>>  The  path  to  conversion  <<

@webanaly)ker  #ATDconf  

>>  Me…  <<

@webanaly)ker  #ATDconf  GaTricks.com

>>  Lets  set  the  scene!  <<

”Its  not  as  simple  as  it  looks!”

One  aBribution  in  Google  Analytics 1

Another  in  AdWords  with  AdWords  conversion  script 2

A  third  in  Analytics  aBribution  reports 3

@webanaly)ker  #ATDconf  

>>  The  source  might  not  be  what  you  think<<

2  direct  visit

Group  1

Group  2

Search,  referral,  paid  traffic,  campaigns…

All  traffic,  identified  as  direct  traffic

4  examples:

1  direct  visit  +  1  Adwords  visit

2  visits  from  Adwords

1  direct  visit  +  2  visits  from  AdWords

@webanaly)ker  #ATDconf  

>>  AdWords  conversion  tracking  <<

”30  days  cookie!”

@webanaly)ker  #ATDconf  

>>  Assisted  conversions<<

”Do  people  click  and  buy  later?”

Direct  conversions  and  assisted  conversions 1

See  total  conversions  a  source  has  been  involved  in 2

@webanaly)ker  #ATDconf  

>>  We  know  it  from  sport  <<

@webanaly)ker  #ATDconf  

GOAL  

>>  All  traffic  reports  <<

AdWords  generates  27%  of  revenue

@webanaly)ker  #ATDconf  

>>  Assisted…  <<

Assists  and  last  click

@webanaly)ker  #ATDconf  

>>  Assist  ratio  <<

Assist  conversions

Last-­‐‑Click  Conversions

Assist   Ratio

@webanaly)ker  #ATDconf  

>>  Assist  touchpoints  <<

Source:  @sandramcamacho  

Assist  ratio

@webanaly)ker  #ATDconf  

>>  Closing  touchpoints  <<

Source:  @sandramcamacho  

Assist  ratio

@webanaly)ker  #ATDconf  

>>  Assisted…  <<

Assists  and  last  click  -­‐‑>  ratio

@webanaly)ker  #ATDconf  

>>  Assist  and  last  click  <<

@webanaly)ker  #ATDconf  

>>  Total  impact…  <<

@webanaly)ker  #ATDconf  

>>  Total  impact…  <<

AdWords  is  affecting  22%

@webanaly)ker  #ATDconf  

>>  Data  so  far  <<

Analytics:  2,66  mio 1

Assist:  2,5  mio 2

Last  click:  2  mio 3

Total  conversion  value:  3,8  mio 4

@webanaly)ker  #ATDconf  

@webanaly)ker  #ATDconf  

>>  Assisted…  With  brand  <<

Brand  is  a  huge  part  of  the  revenue

1  

@webanaly)ker  #ATDconf  

>>  Total  impact…  With  brand  <<

Nonbrand  is  33%  of  all  AdWords

@webanaly)ker  #ATDconf  

>>  Non  brand  AdWords  <<

All  traffic:   553K 1

Assist:   994K 2

Last  Click:   445K 3

Total  impact: 1.309K 4

@webanaly)ker  #ATDconf  

>>  Assist  vs  last  click<<

1   2   3   4  

Increase  cpc

@webanaly)ker  #ATDconf  

>>  Paths  <<

@webanaly)ker  #ATDconf  

>>  ABribution  models  <<

@webanaly)ker  #ATDconf  

>>  ABribution  models  <<

@webanaly)ker  #ATDconf  

>>  ABribution  models  <<

Focus  on  1  visit  in  path  

Focus  on  full  path  

@webanaly)ker  #ATDconf  

>>  ABribution  models  <<

@webanaly)ker  #ATDconf  

>>  Compare  models  <<

>>  Build  your  own  model  <<

Why  do  you  make  your  own? 1

What  should  be  treated  different  from  standard? 3

Any  assist  sources,  you  want  to  weight  higher? 2

Custom  ABribution  models

@webanaly)ker  #ATDconf  

>>  Custom  ABribution  model  <<

@webanaly)ker  #ATDconf  

>>  Custom  ABribution  model  <<

@webanaly)ker  #ATDconf  

>>  Custom  ABribution  model  <<

More  credit  to  middle  because  I  aim  to  grow  the  business!

@webanaly)ker  #ATDconf  

>>  Custom  ABribution  model  <<

@webanaly)ker  #ATDconf  

>>  ABribution  models  <<

@webanaly)ker  #ATDconf  

>>  Awesome,  but  not  perfect  <<

@webanaly)ker  #ATDconf  

>>  The  issues  <<

90  days  lookback  window 2

No  cross  device  tracking 1

@webanaly)ker  #ATDconf  

>>  So  what  did  we  do?  <<

•  AdWords  generates  revenue  but  is  strong  as  assist •  Especially  Non-­‐‑brand  AdWords  is  strong  as  assist •  New  model  where  assisted  weight  more •  AdWords  bids  adjusted  based  on  model •  After  5  month,  we  saw  22%  increase  in  assist  value

ABribution  case

@webanaly)ker  #ATDconf  

>>  Summing  up  <<

•  Different  numbers  in  different  reports •  Learn  how  the  channel  is  used  in  user  path,  based  on  

assist  ratio  –  if  higher  than  1  =  strong  assist •   Use  aBribution  models  to  go  deeper •  Adjust  your  own  model  based  on  data

Learn  and  earn:

@webanaly)ker  #ATDconf  

   Jacob  Kildebogaard Jk  @webjuice.dk @Webanalytiker

GaTricks.com