multi-channel attribution using google analytics

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Multi-Channel Attribution Using Google Analytics Slide 1 Multi-Channel Attribution Using Google Analytics

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Google introduced multi-channel attribution to all analytics users in September 2011. Previously it was available to premium account holders only.

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Page 1: Multi-Channel Attribution Using Google Analytics

Multi-Channel Attribution Using Google Analytics

Slide 1

Multi-Channel Attribution

Using Google Analytics

Page 3: Multi-Channel Attribution Using Google Analytics

Multi-Channel Attribution Using Google Analytics

Slide 3

Before we dive too deeply into multi-channel attribution

reporting, let's discuss a few of the key channel attribution

elements.

Acquisition Channels: Also known as channels or touch points,

acquisition channels are the source of traffic to your college’s web

properties. E.g. Organic search, affiliates, paid advertisements, etc.

Channel Grouping: In multi-channel attribution reports, channel

grouping is the set of channel labels. Google Analytics offers two

types of channel grouping:

Basic Channel Grouping: This is the set of predefined channel

labels. Google Analytics defines following channel labels as part of

basic channel grouping:

Display, paid search, organic search, social, referral, email, direct and other

advertisement.

Custom Channel Grouping: This is user defined channel grouping.

To create your channel grouping you can copy the basic channel

grouping to get started or create your new channel grouping from

scratch.

1. Channel Attribution Elements

Source: Higher Education Marketing – Multi-Channel Attribution Using Google Analytics

Page 4: Multi-Channel Attribution Using Google Analytics

Multi-Channel Attribution Using Google Analytics

Slide 4

Conversions: In multi-attribution funnel reports, Google

defines conversions as the sum of number of conversions

and number of e-commerce transactions (if enabled).

For example: If 18 visitors filled out your college’s application form

online and 42 students paid tuition fees via e-commerce

transactions, the multi-channel funnel report will show 60

conversions whereas other Google Analytics reports will show 18

goal conversions and 42 e-commerce transactions.

Conversion Path: This is the sequence of interactions

between visitor and acquisition channels that lead to

conversion. Google Analytics records conversion paths via

visitor cookies (_utma).

1. Channel Attribution Elements

Source: Higher Education Marketing – Multi-Channel Attribution Using Google Analytics

Page 5: Multi-Channel Attribution Using Google Analytics

Multi-Channel Attribution Using Google Analytics

Slide 5

Interaction: Also known as touch, this is an exposure to the

acquisition channels. E.g. In the above conversion path,

each exposure will be recorded as an interaction in multi-

channel funnel reports.

In a conversion path, channels can play three roles:

First Interaction: First referral (or initiator) on the conversion path.

Assist Interaction: Any non-last referral on the conversion path.

Last Interaction: Immediately preceding the conversion referral.

In the above mentioned example, the multi-channel funnel report will

show “Paid Search” as the first interaction, “Organic Search” as an

assist interaction and “Referral” as the last interaction.

Assisted Conversions: These reports for a given marketing

channel analyze all interactions other than the last one that

lead to a conversion.

1. Channel Attribution Elements

Source: Higher Education Marketing – Multi-Channel Attribution Using Google Analytics

Page 6: Multi-Channel Attribution Using Google Analytics

Multi-Channel Attribution Using Google Analytics

Slide 6

Get started with Multi-Channel Attribution in Google

Analytics

Ensure your college’s marketing efforts are measurable. E.g.

Analytics code on landing pages, campaign link tagging, etc.

Ensure you have a clear “Call-to-Action” and a clear vision of your

audience's interaction and behavior on your web properties.

Ensure conversion goals and e-commerce tracking (if applicable) are

configured.

Once you have all of the above in place, launch your

campaign and wait for a couple of days for data to be

collected. Multi-channel funnels in Google Analytics can be

located under Standard Reporting > Conversions > Multi-

Channel Funnels

2. Multi-Channel Attributions in Google Analytics

Source: Higher Education Marketing – Multi-Channel Attribution Using Google Analytics

Page 7: Multi-Channel Attribution Using Google Analytics

Multi-Channel Attribution Using Google Analytics

Slide 7

Google offers five types of multi-channel reports:

Overview Report: This represents how various acquisition

channels work together to create conversion.

Out of the box, it will show you which campaign and acquisition

channels are driving your desired results (also known as “upper

funnel channels”, because they often result in a visitor’s first

exposure to your college’s web ecosystem in the longer path of

conversion).

The interaction of channels can be visualized with a Venn diagram,

where the overlapping area represents the degree to which visitors

were exposed to all the intersecting channels and the size of each

circle represents the volume of conversions coming through that

acquisition channel.

2. Multi-Channel Attributions in Google Analytics

Source: Higher Education Marketing – Multi-Channel Attribution Using Google Analytics

Page 8: Multi-Channel Attribution Using Google Analytics

Multi-Channel Attribution Using Google Analytics

Slide 8

Assisted Conversion Report: This report displays the

number of conversions for which each non-last marketing

channel appears on the conversion path.

Top Conversion Path Report: This report can help your

marketing team understand how channels interact along a

conversion path, and how long it takes visitors to convert.

This report summarizes all the unique conversion paths that

lead to conversion.

Time Lag Report: This report can help you analyze how

many days it takes visitors to convert (within a 30 day

period).

Path Length Report: This displays how many interactions it

took for a visitor to convert.

2. Multi-Channel Attributions in Google Analytics

Source: Higher Education Marketing – Multi-Channel Attribution Using Google Analytics

Page 9: Multi-Channel Attribution Using Google Analytics

Multi-Channel Attribution Using Google Analytics

Slide 9

Through multi-channel reports your college can determine:

How various acquisition channels work together to create a

conversion

How much time a visitor takes before converting into a lead

What role did prior touch points play in a conversion

How to attribute conversion to an acquisition channel

It is common to experience data discrepancy between multi-channel

funnel reports and other Google Analytics reports due to the

following reasons:

Multi-channel funnel data lags up to 48 hours

2. Multi-Channel Attributions in Google Analytics

Source: Higher Education Marketing – Multi-Channel Attribution Using Google Analytics

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Multi-Channel Attribution Using Google Analytics

Slide 10

In other Google Analytics reports conversion is equivalent to

goal conversion (e-commerce transactions are mentioned

separately whereas in multi-channel funnel reports

conversion is calculated as the sum of goal conversions and

e-commerce-transactions)

The last decade has experienced a remarkable proliferation

of marketing channels, strategies and technologies.

Marketers and analysts are challenged to stay on top of the

emerging opportunities.

Attribution is not an exception to this pattern; it’s one of the

solutions to enhance accountability of marketing efforts.

2. Multi-Channel Attributions in Google Analytics

Source: Higher Education Marketing – Multi-Channel Attribution Using Google Analytics

Page 11: Multi-Channel Attribution Using Google Analytics

Multi-Channel Attribution Using Google Analytics

Slide 11

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