Web Analytics Attribution

Ophir Cohen, CEO Universal McCann Search

[email protected] +972-52-4466044

http://www.usearch.co.il

Web Analytics Attribution Modeling




Branding Standard Marketing Funnel

Drive Awareness

Opinion

Consideration

Preference

Purchase




The Solution is Multi Channel

Mobile




How We measure Conversions?

AdWords Conversion Code

Analytics Goal Conversions

3rd Party Tools

Media Network Pixel

In-House Systems

Affiliate Marketing Platforms




SMS

10:00 am

What’s on the news?

9:00 am

Read my FB Feed

8:00 am

Research on B2B Marketing

4:00 pm

Read through some industry

websites

5:00 pm

Spend some time on my facebook

Waze my way to a restaurant

Where are my friends?

Search Google

and place a lead

6:00 pm

7:30 pm

10:30 pm

This is my typical day at the office..




Search Funnel - Travel




Who Gets the Credit?

• 1/1/2013 – Visit (AdWords Click, category Keyword)

• 2/1/2013 – Visit (Organic Search, product keyword)

• 3/1/2013 – Visit (AdWords Click, brand Keyword)

• 4/1/2013 – Visit (Affiliate Banner Ad)

• 5/1/2013 - Visit – (Retargeting) Conversion




Attribution Modeling




Purposes and Uses

Differentiate between converters and initiators

Assign values to multiple sources involved in a conversions




Google Analytics Attribution Models

Last Click First Click Custom

Decay Linear Position Based




Google Analytics Attribution Tool

Want it? Get it Here: http://bit.ly/TQTPO4




Here’s how it looks like!





Take it a bit further..





Even for Keywords:




Key Takeaways

Mainstream conversion tracking is NOT enough

We are now on a multi-screen environment

We must understand our consumers’ journey

We can implement attribution models FREE

We can understand our spend ROI better!

Self Improvement

Web Analytics Attribution