lead generation attributes attributing to your attribution by mike henderson

#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

Email

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!