attribution analysis

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Attribution Analysis

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The Agenda.1. What is attribution?2. Looking at assisted attribution3. Looking at click path attribution4. How to use data for strategy5. Recap

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3What is Attribution?No Online Medium Works AloneCustomers typically visit your website many times before converting. This can occur through many different online mediums.

Looking at the Whole PictureAttribution allows you to analyse your customers conversion paths and the sequences (how long it took) that led to conversions across your website.

Attribution Data = Smart StrategiesAnalysing attribution allows you to make more informed decisions regarding the performance of each of your online mediums and justify your media spends and strategy focus.

How Can You Track Attribution?Attribution reports can be run through Google Analytics. However, you will need to ensure that your campaigns and mediums are uniquely tagged.

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5Looking at Assisted Attribution.What is Assisted Attribution?An assisted conversion report summarises the role and contribution of each of your online channels. A channel can play 3 roles:

1. Last Interaction – The interaction that immediately precedes the conversion2. Assisting Interaction – An interaction that occurs in the conversion path, but is not the

last interaction3. First Interaction – The first interaction in the conversion path

When looking at assisted performance – You should be focused on the assisting interaction and first interactions. Last interactions will already be reported on for each medium in your direct performance reports.

When Would You Use an Assisted Attribution Report?An assisted conversion report can be extremely useful to see the quantifiable impact of you’re a specific medium on your other marketing channels. In other words, it can help highlight the additional value that the medium is generating your brand.

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6Looking at Assisted Attribution.Assisted Conversion Report – Google AnalyticsThe assisted conversion report can be found by navigating to Conversions > Multi-Channel Funnels > Assisted Conversions in your Google Analytics account.

*TIP* - You need to ensure that you are are only factoring in clicks that occurred before the final interaction for the medium in question. If you do not exclude the last interaction for the medium in question, you will be counting conversions already reported on in your direct performance report.

To exclude last interactions for the medium in question, you will need to set up a conversion segment like the following (sub in the applicable medium, e.g. CPC, Organic, Direct, Email, Display, Social).

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7Looking at Assisted Attribution.Report ResultsThe assisted conversion report can show you how the medium is contributing later to sales in the conversion funnel and highlight the additional value that the medium is generating for your brand.

For example, the below snap shot shows that CPC (Paid Search) is generating an additional $88,000 for the brand through other marketing channels.

*TIP* Don’t feel that you can only drill down to a medium level – Go further if you can and look at the influence of different campaigns or keywords.

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9Looking at Click Path Attribution.Top Conversion Path ReportsThe top conversion paths report shows all of the unique conversion paths that led to a conversion on your website. This allows you to see how each of your marketing channels interact throughout the conversion funnel.

How does this differ to the assisted conversion report? It doesn’t – It will provide the same report outcome but allows you to visually see the conversion path step by step and the exact length of each conversion path.

When Would You Use a Top Conversion Path Report?The top conversion path report can be extremely useful in identifying patterns and insights in to how to market best across your channels.

For example, you may find that paid search occurs much later in the conversion path – Meaning you need to be more specific in your ad copy as the customer is already familiar with your brand or the product they are looking for.

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10Looking at Click Path Attribution.Top Conversion Path Report – Google AnalyticsThe top conversion paths report can be found by navigating to Conversions > Multi-Channel Funnels > Top Conversion Paths in Google Analytics.

*TIP* Break this down to a campaign or keyword level to see how users interact with your marketing activities at different stages in the conversion funnel. This will highlight which activities are valuable to introducing customers to your brand or building awareness, and other activities that are more effective at driving the end conversion and therefore may require more budget allocation.

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12How to Use Data For Strategy.BudgetingMediums of campaigns that contribute more often in the conversion funnel are considered valuable for your brand – Be sure to allocate enough budget to these channels to further boost performance.

Campaign MessagingBy identifying where certain mediums or campaigns occur in the conversion funnel, you can begin to generate an idea of how to tailor your ad messaging. Channels later in the funnel may need more specific messaging while channels earlier in the funnel can be broader in their message.

Scheduling & TimingSchedule or time your campaigns to be active based on path patterns and path lengths. For example, if email is a strong first interaction for your brand, you may only need to schedule this activity to be active at the start of each month.

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attribution analysis

Data & Analytics

assisted attribution

path attribution

attribution data

attribution reports

assisted performance

picture attribution

conversion funnel

conversion segment