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#SMX #33C @innuHendoOptimizing Your Lead Gen Marketing With Attribution
LEAD GENERATION ATTRIBUTES ATTRIBUTING
TO YOUR ATTRIBUTION
#SMX #33C @innuHendo
Digital Marketing Director @ SuretyBonds.com
Analytics, PPC, SEO, CRO, Remarketing
Chicago, IL (originally from STL)
First-time speaker
Who is this guy?
#SMX #33C @innuHendo
• Avoiding/fixing issues with untracked traffic• Attribution models for upper vs. lower funnel lead
generation campaigns• Conversion Path report• User Explorer tool
What’s the plan?
#SMX #33C @innuHendo
How much of your traffic isn’t being tracked?
#SMX #33C @innuHendo
Google's description of Direct traffic
Source
#SMX #33C @innuHendo
Google's description of Direct traffic
Source
Not very
helpful….
#SMX #33C @innuHendo
• Legitimate direct traffic• Misspellings in utm parameters (utm_sorce,
ut_medium)• HTTPS to HTTP• A/B Testing platforms• 302 redirects
• Great article to learn more about direct traffic:• bit.ly/Direct-Attribution
Common reasons for direct traffic
#SMX #33C @innuHendo
Solutions For Direct Traffic
#SMX #33C @innuHendo
Any paid media effort
Social channels
Guest posts
UTM Parameters….EVERYWHERE!
#SMX #33C @innuHendo
Need some hints?
#SMX #33C @innuHendo
Need some hints?
Direct traffic to my de-
indexed landing page?
Wait, that url only shows up on our mailer…
None of our other test variations are getting this much direct traffic…
#SMX #33C @innuHendoAnd the dreaded “Other”
Default Channel Groupings
Annie Cushinga.k.a
Annielytics
#SMX #33C @innuHendo
The dreaded “other”
#SMX #33C @innuHendo
The dreaded “other”
Why you doin’ dat??
#SMX #33C @innuHendo
#SMX #33C @innuHendo
#SMX #33C @innuHendo
utm_medium=Email utm_medium=Affiliate utm_medium=Referral
#SMX #33C @innuHendo
utm_medium=Email utm_medium=Affiliate utm_medium=Referral
#SMX #33C @innuHendo
Solutions for “Other” Channel Grouping
#SMX #33C @innuHendo
Definitive Guide to Campaign Taggingbit.ly/ga-campaign-tagging
Definitive Guide to Channels in Google Analytics
bit.ly/channels-ga
Annie Cushinga.k.a
Annielytics
#SMX #33C @innuHendoAction-oriented, higher CPC/CPA, focus on efficiency
Bottom-of-Funnel Attribution Models
#SMX #33C @innuHendo
Last Non-Direct Click
#SMX #33C @innuHendo
GASP!!Last Non-Direct Click
#SMX #33C @innuHendo
Last Non-Direct Click
100%
Direct
#SMX #33C @innuHendoAvinash Kasushik Custom Model:
bit.ly/Avinash-Attribution
Time Decay
#SMX #33C @innuHendoHeavy micro conversions, more competitive, prospect education
Top-of-Funnel Attribution Models
#SMX #33C @innuHendo
First Interaction
100%
#SMX #33C @innuHendo
Reverse Time Decay 60-30-10
60%30%
10%
#SMX #33C @innuHendo
Reverse Time Decay 60-30-10
#SMX #33C @innuHendo
Reverse Time Decay 60-30-10
#SMX #33C @innuHendo
Reverse Time Decay 60-30-10
#SMX #33C @innuHendo
Reverse Time Decay Comparison
#SMX #33C @innuHendo
Position Based (U-Shape)
50%50%
#SMX #33C @innuHendoMicro Conversions & Attribution Model Comparison Tool
How to know which channels/campaign are TOFU?
#SMX #33C @innuHendo
Micro Conversion Types
#SMX #33C @innuHendo
Comparing Attribution Models
#SMX #33C @innuHendo
#SMX #33C @innuHendo
TOFU
TOFU
TOFU
#SMX #33C @innuHendo
Top Conversion Paths Report
#SMX #33C @innuHendo
Default Setting for Top Conversion Paths Report
#SMX #33C @innuHendo
Channels & Source/Medium Path
#SMX #33C @innuHendo
User Explorer Tool
#SMX #33C @innuHendo
#SMX #33C @innuHendo
#SMX #33C @innuHendo
Mobile device users
Blog visitors
Direct visits
Visits from lead nurture email
Fun User Explorer Segments
#SMX #33C @innuHendoLEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
HAVE FUN FINDING YOUR ATTRIBUTES ATTRIBUTING TO YOUR ATTRIBUTION!
