If you are using last-click attribution alone for your analytics reporting in 2014, you are missing the boat. This presentation details why it's important to see which channels are contributing to your site's final conversions or sales. It also details the giant cluster Google has created for itself when it decided how conversions from direct visits were going to be calculated.

1. 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
DIREC

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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.

43. 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