all things data presentation analytics attribution models

Assisted conversions makes you look… Good?

>> The path to conversion <<

@webanalytiker #ATDconf

>> Me… <<

@webanalytiker #ATDconfGaTricks.com

>> Lets set the scene! <<

”Its not as simple as it looks!”

One attribution in Google Analytics1

Another in AdWords with AdWords conversion script2

A third in Analytics attribution reports3


>> 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


>> AdWords conversion tracking <<

”30 days cookie!”


>> Assisted conversions<<

”Do people click and buy later?”

Direct conversions and assisted conversions1

See total conversions a source has been involved in2


>> We know it from sport <<


GOAL

>> All traffic reports <<

AdWords generates 27% of revenue


>> Assisted… <<

Assists and last click


>> Assist ratio <<

Assist conversions

Last-Click Conversions

Assist

Ratio


>> Assist touchpoints <<

Source: @sandramcamacho

Assistratio


>> Closing touchpoints <<

Source: @sandramcamacho

Assistratio


>> Assisted… <<

Assists and last click -> ratio


>> Assist and last click <<


>> Total impact… <<


>> Total impact… <<

AdWords is affecting 22%


>> Data so far <<

Analytics: 2,66 mio1

Assist: 2,5 mio2

Last click: 2 mio3

Total conversion value: 3,8 mio4


>> Assisted… With brand <<

Brand is a huge part of the revenue

1


>> Total impact… With brand <<

Nonbrand is 33% of all AdWords


>> Non brand AdWords <<

All traffic: 553K1

Assist: 994K2

Last Click: 445K3

Total impact: 1.309K4


>> Assist vs last click<<

1 2 3 4

Increase cpc


>> Paths <<


>> Attribution models <<



Focus on 1 visit in path

Focus on full path


>> 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 Attribution models


>> Custom Attribution model <<



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


>> Awesome, but not perfect <<


>> The issues <<

90 days lookback window2

No cross device tracking1


>> 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

Attribution case


>> 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 attribution models to go deeper

• Adjust your own model based on data

Learn and earn:


Jacob KildebogaardJk @webjuice.dk@Webanalytiker

GaTricks.com

all things data presentation analytics attribution models

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