google analytics attribution & multi-channel funnel analysis

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Page 1: Google Analytics Attribution &  Multi-Channel Funnel Analysis

D1 D2

AOV= $D

Conversion=D1+D2*

Revenue=$D

Path PPC last channel-> Purchase

Users Only Returning

Conv. Structure =D1(single)+D2(multi)

By Marco Ma Mar.2016

Here 'Conversion' is not equal to 'Acquisition'.

Audience->Behavior->News vs Returning.

=Cost/Conv.A

=Cost/No.of New Visitors google cpc

4, Cost per New Visitor Conversion

5, Cost per New Visitor Acquisition

3, New Visitors Conversion by AdWords

2, AdWords Impact Analysis

1, Conservative AdWords Rev. & ROI Data alignment by importing GA to AdWords.

For New & Returning customers.

Final conversion channel may be vary.

=Last Click Conv.AdWords/(Conv.C+Conv.D)

Usually AOV $A > AOV $C & AOV $D

=Cost/(Conv.C+Conv.D)

Revenue=$C+$D; Conv.=Conv.C+Conv.D Final conversion channel is google / cpc.7, Cost per New Sales Conversion by AdWords

8, AdWords Single Session Conversion Rate

9, AOV(Average Order Value)

6, New Sales Conversion by AdWords

Multi-Channel

*Last Click Conversion AdWords tracks single session conversion, this is why it's SMALLER than total AdWords conversions.

What You Wanna Analyze

Multi-Channel Funnels

Formula NoteAdWords Revenue=$C+$D; Conv.=C+D; ROI%=(Rev.-Cost.)/Cost.

Assisted Conversions from MCF under Type: AdWords

Revenue=$A; Conv.=A; ROI% as above formula

Generally treated as CPA.

Measure product popularity and UX.Higher Leads Quality from AdWords;

The more research, the higher AOV.

PPC->Direct/Other->Purchase PPC clicked->Purchase PPC direct-> Purchase

New+Returning Only NewNew+Returning

=Last Click Convs.-New=Assisted Convs. + Last Click

Convs. (May double credit)=First Click Convs. AdWords *Last Click Conv.AdWords(single session)=C+D1=Conv. C + Other channels

Conversion=C

Revenue=$A Revenue=$B Revenue=$C

AOV=$A AOV=$B AOV=$C

Conversion=A Conversion=B

AdWords/PPC Impact AdWords/PPC Revenue1st Interaction with

AdWordsLast AdWords Click New Visitors Google/CPC

Returning Visitors

Google/CPC