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Superweek 2015 traffic attribution
Assisted conversions makes you look… Good?
>> The path to conversion <<
@webanalytiker
>> Quote <<
>> 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
>> 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
>> AdWords conversion tracking <<
”30 days cookie!”
@webanalytiker
>> Assisted conversions<<
”Do people click and buy later?”
Direct conversions and assisted conversions1
See total conversions a source has been involved in2
@webanalytiker
>> We know it from sport <<
@webanalytiker
>> All traffic reports <<
AdWords generates 27% of revenue
>> Assisted… <<
Assists and last click -> ratio
>> Assisted… <<
AdWords is better as assist
>> Total impact… <<
@webanalytiker
>> Total impact… <<
AdWords is affecting 22%
>> Data so far <<
Analytics: 2,66 mio1
Assist: 2,5 mio2
Last click: 2 mio3
Total conversion value: 3,8 mio4
@webanalytiker
>> Assisted… With brand <<
Brand is a huge part of the revenue
1
@webanalytiker
>> Total impact… With brand <<
Nonbrand is 33% of all AdWords
@webanalytiker
>> Non brand AdWords <<
All traffic: 553K1
Assist: 994K2
Last Click: 445K3
Total impact: 1.309K4
@webanalytiker
>> Assist vs last click<<
1 2 3 4
Increase cpc
@webanalytiker
>> Paths <<
@webanalytiker
>> Attribution models <<
@webanalytiker
>> Attribution models <<
@webanalytiker
>> Compare models <<
>> Attribution models <<
Focus on 1 visit in path
Focus on full path
@webanalytiker
>> Attribution models <<
@webanalytiker
>> Custom Attribution model <<
@webanalytiker
>> Custom Attribution model <<
@webanalytiker
>> Custom Attribution model <<
@webanalytiker
>> Custom Attribution model <<
>> Custom Attribution model <<
@webanalytiker
>> Custom Attribution model <<
@webanalytiker
>> Attribution models <<
>> Awesome, but not perfect <<
90 days lookback window1
No cross device tracking2
>> 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
>> 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
Jacob Kildebogaard
Jk @webjuice.dk
@Webanalytiker
Superweek 2015 traffic attribution

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