identifying your site's red-headed step children with google analytics' multi-channel...

Multi-Channel Awesome

By Annie Cushing

@AnnieCushing annielytics.com@AnnieCushing annielytics.com

USING MULTI-CHANNEL FUNNELS TO IDENTIFY YOUR SITE’S RED-HEADED STEP CHILDREN

@AnnieCushing annielytics.com

TOOLS DOC: BIT.LY/TONS-OF-TOOLS


TOOLS DOC: BIT.LY/AUDIT-CHECKLIST


TIP: LOWERCASE BITLY URLS


WHICH MARKETING CHANNELS ARE YOUR UNSUNG HEROES?


LET’S TALK LAST-CLICK ATTRIBUTION


SOCIAL


SOCIAL ORGANIC


SOCIAL ORGANIC EMAIL


SOCIAL ORGANIC EMAIL CPC



$100 credit


LET’S TALK MULTI-CLICK ATTRIBUTION



$25 credit$25 credit$25 credit$25 credit


LAST-CLICK ATTRIBUTION TRAVESTY


MULTI-CHANNEL FUNNELS APPROACH


ASSISTED CONVERSIONS REPORT


COUPLE RECOMMENDED CHANGES


577%


IMPACT OF ASSISTED CONVERSIONS


FIX: BIT.LY/GA-CAMPAIGN-TAGGING

Skip to the “Fixing

Your Default

Channel Grouping”

section of the guide


GINORMOUS CAVEAT

MCF CHANNELS≠

STANDARD CHANNELS


GOOGLE’S GOOD OL’ BOY SYSTEM


DIRECT DONATED ITS CONVERSIONS


FURTHER FALLOUT FROM THIS SHIFT


TIME TO PURCHASE TIME LAG


FURTHER FALLOUT FROM THIS SHIFT

TIME TO PURCHASE TIME LAG


LOOKBACK WINDOW COMPLICATES MORE


Because standard GA ignores

DIRECT


cpc

referral organic

direct

Difference in Core & MCF

Time to Purchase: 8 days

Time Lag: 19 days


MY ADVICE?

• If you have the choice between standard ecommerce reports and MCF, go with standard.

• If you use both standard reports and MCF reports, differentiate between them.

MY ADVICE?


LEARN MORE


SLIDESHARE: BIT.LY/AI-CUSHING


E: [email protected]

T: @ANNIECUSHING

L: LINKEDIN.COM/IN/ANNIECUSHING

identifying your site's red-headed step children with google analytics' multi-channel...

Marketing

shift time

social organic email

days time lag

core mcf time

standard reports

mcf reports

standard ecommerce reports

standard ga