The Future of Analytics:Multichannel Attribution

by: David Vogelpohl@davidvmc

The Future Present of Analytics:Multichannel Attribution

by: David Vogelpohl@davidvmc

What you’ll learn

How to understand how sources of traffic influence the actions on your

website that drive value

How we were trained in online marketing

Users click ads and buy things

@davidvmc

Who trained us to think like this?

Why did they train us to think linearly?

$1,000 Cost $2,000 Profit<Because it makes them look good

How users actually behave

Users click ads, do research, check social media, attend webinars, download eBooks, and *then* buy things

@davidvmc

What does this mean for ROI?

You’re paying more than you think

$1,000 $600

$975$250

$2,000 Profit$2,825 Cost>

How multichannel attribution got famous

Affiliates ranking for coupon terms were “stealing” other affiliates’ commissions

1st click Last click

Why you are starting to think multichannel

What can you do about all this?

Use multichannel attribution with an revenue attribution model

@davidvmc

Make sure to set up goals in Google Analytics!

“Without goals in Google Analytics,

you have no analytics at all”

Create goals with defined value

Transaction (order value)Leads (avg. lead revenue)Engagement (brand value)

Views/Actions (revenue per action)

Google analytics multichannel attribution

Google analytics multichannel attribution

Assisted Conversions Report

What are the most successful source combinations?

Top Conversion Paths Report

Using Top Paths to weight value

Compare paths “wit or wit out”

Set up a goal for pageviews (gross)Use to calculate conversion rate per path

Do some math to value impact

DirectPageviews: 12,328Conversions: 1541

CR: 12.5%

Organic + DirectPageviews: 1,628Conversions: 245

CR:15.04%Improvement: 2.54%

How long do I need to make a sale?

Time Lag Report

How many touches do I need to make a sale?

Path Length Report

Evaluating first / last click attribution?

Model Comparison Tool

Choosing CPA attribution models

wpeng.in/gamodels

Model Comparison Tool Attribution Models

What to look for when comparing models

Model Comparison Tool

The ire of data sampling

Go premium or go home….

Summary

@davidvmc

Use multichannel attribution reports to calculate the true impact and ROI

of our traffic sources

Thank you!

David Vogelpohl@davidvmc

The Future Present of Analytics:Multichannel Attribution