Superweek 2015 traffic attribution
•Download as PPTX, PDF•
8 likes•9,108 views
SuperWeek.hu 2015 presentation about Analytics Traffic attribution.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to Superweek 2015 traffic attribution
Similar to Superweek 2015 traffic attribution (20)
More from Jacob Kildebogaard
Recently uploaded
Recently uploaded (20)
Superweek 2015 traffic attribution
- 2. Assisted conversions makes you look… Good? >> The path to conversion << @webanalytiker
- 3. >> Quote <<
- 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
- 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
- 6. >> AdWords conversion tracking << ”30 days cookie!” @webanalytiker
- 7. >> Assisted conversions<< ”Do people click and buy later?” Direct conversions and assisted conversions1 See total conversions a source has been involved in2 @webanalytiker
- 8. >> We know it from sport << @webanalytiker
- 9. >> All traffic reports << AdWords generates 27% of revenue
- 10. >> Assisted… << Assists and last click -> ratio
- 11. >> Assisted… << AdWords is better as assist
- 12. >> Total impact… << @webanalytiker
- 13. >> Total impact… << AdWords is affecting 22%
- 14. >> Data so far << Analytics: 2,66 mio1 Assist: 2,5 mio2 Last click: 2 mio3 Total conversion value: 3,8 mio4
- 15. @webanalytiker
- 16. >> Assisted… With brand << Brand is a huge part of the revenue 1 @webanalytiker
- 17. >> Total impact… With brand << Nonbrand is 33% of all AdWords @webanalytiker
- 18. >> Non brand AdWords << All traffic: 553K1 Assist: 994K2 Last Click: 445K3 Total impact: 1.309K4 @webanalytiker
- 19. >> Assist vs last click<< 1 2 3 4 Increase cpc @webanalytiker
- 21. >> Attribution models << @webanalytiker
- 22. >> Attribution models << @webanalytiker
- 23. >> Compare models <<
- 24. >> Attribution models << Focus on 1 visit in path Focus on full path @webanalytiker
- 25. >> Attribution models << @webanalytiker
- 26. >> Custom Attribution model << @webanalytiker
- 27. >> Custom Attribution model << @webanalytiker
- 28. >> Custom Attribution model << @webanalytiker
- 29. >> Custom Attribution model <<
- 30. >> Custom Attribution model << @webanalytiker
- 31. >> Custom Attribution model << @webanalytiker
- 32. >> Attribution models <<
- 33. >> Awesome, but not perfect << 90 days lookback window1 No cross device tracking2
- 34. >> 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 @webanalytiker
- 35. >> Summing up << • Different numbers in different reports • Learn how the channel is used in user path, based on assist/direct ratio – if higher than 1 = strong assist • Use attribution models to go deeper • Make your own model Learn and earn: @webanalytiker