digital analytics attribution solutions - evonexus · - email marketing will be marked as...
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Adrian Vender Director of Analytics @adrianvender
Digital Analytics Attribution Solutions
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2 Attribution Questions
Where is my website traffic coming from? How much is my traffic worth?
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Identify Your Traffic Sources Website traffic comes from a lot of different places. Web Analytics tools don’t always know how to identify your traffic!
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How GA Attribution Works
Order of attribution in GA: 1 - custom UTM tags
2 - browser referral string
3 - if neither is found, session channel marked as “direct”
“direct” really just means “we don’t know!”
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What Happens Without UTMs? desktop and mobile apps don’t pass referral string, and browser referrals aren’t always insightful, leading to mass confusion. - email marketing will be marked as “direct” or “mail.*” referrals. - twitter traffic either marked as “direct” or “t.co” referrals. - banner ad referrals aren’t specific and insightful. - Bing Ads will appear as “bing/organic” * for AdWords, enable autotagging! https://support.google.com/adwords/answer/1752125?hl=en
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UTM Tagging Resources
Check out @AnnieCushing and her guide to UTM tagging. http://www.annielytics.com/guides/definitive-guide-campaign-tagging-google-analytics/
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What’s the Value of a Channel? A conversion usually has multiple touchpoints along the way. Attribution modeling helps determine the overall value of each touch.
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Attribution Models
In Google Analytics, you can choose from a list of predefined attribution models. OR You can create your own custom models!! Learn more from Avinash Kaushik: http://www.kaushik.net/avinash/multi-channel-attribution-modeling-good-bad-ugly-models/
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Data-Driven Attribution Models Attribution Modeling needs intense regression machine learning to build accurate channel values. Check out Google Analytics Premium and Convertro!
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THANK YOU!