4. >> Lets set the scene! <<
”Its not as simple as it looks!”
One attribution in Google Analytics1
Another in AdWords with AdWords conversion script2
A third in Analytics attribution reports3
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5. >> The source might not be what you think<<
2 direct visit
Group 1
Group 2
Search, referral, paid traffic, campaigns…
All traffic, identified as direct traffic
4 examples:
1 direct visit + 1 Adwords visit
2 visits from Adwords
1 direct visit + 2 visits from AdWords
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7. >> Assisted conversions<<
”Do people click and buy later?”
Direct conversions and assisted conversions1
See total conversions a source has been involved in2
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8. >> We know it from sport <<
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GOAL
9. >> All traffic reports <<
AdWords generates 27% of revenue
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30. >> Build your own model <<
Why do you make your own?1
What should be treated different from standard?3
Any assist sources, you want to weight higher?2
Custom Attribution models
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37. >> The issues <<
90 days lookback window2
No cross device tracking1
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38. >> So what did we do? <<
• AdWords generates revenue but is strong as assist
• Especially Non-brand AdWords is strong as assist
• New model where assisted weight more
• AdWords bids adjusted based on model
• After 5 month, we saw 22% increase in assist value
Attribution case
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39. >> Summing up <<
• Different numbers in different reports
• Learn how the channel is used in user path, based on
assist ratio – if higher than 1 = strong assist
• Use attribution models to go deeper
• Adjust your own model based on data
Learn and earn:
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