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Connect The Dots: Multi-AttributionReporting Tips

Adrian VenderDirector of Analytics

Internet Marketing Inc.@adrianvender

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Last Click Attribution

User goes to your site. Converts on that visit. Full credit goes to that source.…O RLY???

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Multi-Click, Multi-Device

In reality, user journeys are much more complex.

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How do we track across devices?

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Cross-Device Tracking with GA

With Universal Analytics, you can tie users across devices by sending a unique User ID in your UA hits.

Unfortunately, not all websites can identify users via logins, social authentications, etc.

userId: 4815162342 userId: 4815162342

@JustinCutroni

http://cutroni.com/blog/2014/04/10/understanding-cross-device-measurement-and-the-user-id/

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User-ID Reports in GA

When you CAN send a User ID... The reports are great!

Device Overlap: Discover common device combos among your users.

Device Pathing: See the order of device usage on your site.

Acquisition Device: Compare revenue from originating device vs later-used devices.

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Cross-Device Tracking in Convertro

Pretty darn good.

Through a hybrid system of 1st

and 3rd party cookies, browser fingerprinting, 3rd party data and other secret sauce, Convertro does some cross-device matching automatically.

Though, you can match by User ID, just to be certain.

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How & Why to pick an Attribution Model.

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Last-Click Attribution in GA Reports

Just say no.

If you have any cross-channel, multi-touch marketing... Last Click is a lie. Last Click is used for most standard GA reports.

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Attribution Modeling in GA

Selecting any multi-touch model may provide a significant lift of conversion credit to your marketing channels.

Link your AdWords, DoubleClick (GA Premium only), or import cost data for any source to get CPA and ROAS metrics.

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Conversion Segments

Use Conversion Segments with Attribution Models to answer questions like:

“What’s the revenue influence of Paid Search as an introducer?”

“How much credit does each channel get for long conversion journeys?”

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Choosing an Attribution Model

You can select pre-defined rule-based models, or you can create custom rule-based models.

With GA Premium, you can enable an algorithmic “Data-Driven” attribution model!

Learn more about selecting and creating attribution models from Avinash!

@Avinash

http://www.kaushik.net/avinash/multi-channel-attribution-modeling-good-bad-ugly-models/

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Convertro Algorithmic Attribution

Convertro’s magic is in the algorithmic attribution model, which involves a complex statistical analysis and regression learning to improve and assign conversion contribution by each channel, keyword, creative, etc.

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Convertro Algorithmic Attribution

Export Convertro’s Detailed Conversion Data reports to solve some fun Big Data challenges.

Convertro + CRM = LTV contribution by sourceConvertro + GA = Algorithmic product-level contributionConvertro + Call-Tracking = Phone-order contribution

Tableau is our primary tool of choice.

You can also store/connect data with Google BigQuery. Visualize with Excel, Google Docs or Visualization API.

http://www.programmableweb.com/news/three-techniques-visualizing-data-google-bigquery/how-to/2012/08/29

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Thank You

Adrian VenderAdrian Vender

Director of AnalyticsInternet Marketing Inc.

@adrianvender