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Annie Cushing talks about how marketers can — and should — take credit for their hard work with these simple fixes to Google Analytics.
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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
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
YOUTUBE
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)
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
