Post on 02-Dec-2014
description
Multi-Channel Awesome
By Annie Cushing
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USING MULTI-CHANNEL FUNNELS TO IDENTIFY YOUR SITE’S RED-HEADED STEP CHILDREN
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TOOLS DOC: BIT.LY/TONS-OF-TOOLS
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TOOLS DOC: BIT.LY/AUDIT-CHECKLIST
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TIP: LOWERCASE BITLY URLS
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WHICH MARKETING CHANNELS ARE YOUR UNSUNG HEROES?
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LET’S TALK LAST-CLICK ATTRIBUTION
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SOCIAL
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SOCIAL ORGANIC
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SOCIAL ORGANIC EMAIL
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SOCIAL ORGANIC EMAIL CPC
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SOCIAL ORGANIC EMAIL CPC
$100 credit
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LET’S TALK MULTI-CLICK ATTRIBUTION
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SOCIAL ORGANIC EMAIL CPC
$25 credit$25 credit$25 credit$25 credit
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LAST-CLICK ATTRIBUTION TRAVESTY
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MULTI-CHANNEL FUNNELS APPROACH
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ASSISTED CONVERSIONS REPORT
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COUPLE RECOMMENDED CHANGES
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577%
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IMPACT OF ASSISTED CONVERSIONS
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FIX: BIT.LY/GA-CAMPAIGN-TAGGING
Skip to the “Fixing
Your Default
Channel Grouping”
section of the guide
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GINORMOUS CAVEAT
MCF CHANNELS≠
STANDARD CHANNELS
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GOOGLE’S GOOD OL’ BOY SYSTEM
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DIRECT DONATED ITS CONVERSIONS
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FURTHER FALLOUT FROM THIS SHIFT
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TIME TO PURCHASE TIME LAG
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FURTHER FALLOUT FROM THIS SHIFT
TIME TO PURCHASE TIME LAG
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FURTHER FALLOUT FROM THIS SHIFT
TIME TO PURCHASE TIME LAG
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LOOKBACK WINDOW COMPLICATES MORE
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Because standard GA ignores
DIRECT
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cpc
referral organic
direct
Difference in Core & MCF
Time to Purchase: 8 days
Time Lag: 19 days
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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?
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LEARN MORE
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SLIDESHARE: BIT.LY/AI-CUSHING
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E: ANNIE@ANNIELYTICS.COM
T: @ANNIECUSHING
L: LINKEDIN.COM/IN/ANNIECUSHING