View
569
Download
5
Category
Tags:
Preview:
DESCRIPTION
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.
Citation preview
Multi-Channel Awesome
By Annie Cushing
@AnnieCushing annielytics.com@AnnieCushing annielytics.com
USING MULTI-CHANNEL FUNNELS TO IDENTIFY YOUR SITE’S RED-HEADED STEP CHILDREN
@AnnieCushing annielytics.com
TOOLS DOC: BIT.LY/TONS-OF-TOOLS
@AnnieCushing annielytics.com
TOOLS DOC: BIT.LY/AUDIT-CHECKLIST
@AnnieCushing annielytics.com
@AnnieCushing annielytics.com
TIP: LOWERCASE BITLY URLS
@AnnieCushing annielytics.com@AnnieCushing annielytics.com
WHICH MARKETING CHANNELS ARE YOUR UNSUNG HEROES?
@AnnieCushing annielytics.com@AnnieCushing annielytics.com
LET’S TALK LAST-CLICK ATTRIBUTION
@AnnieCushing annielytics.com
SOCIAL
@AnnieCushing annielytics.com
SOCIAL ORGANIC
@AnnieCushing annielytics.com
SOCIAL ORGANIC EMAIL
@AnnieCushing annielytics.com
SOCIAL ORGANIC EMAIL CPC
@AnnieCushing annielytics.com
SOCIAL ORGANIC EMAIL CPC
$100 credit
@AnnieCushing annielytics.com@AnnieCushing annielytics.com
LET’S TALK MULTI-CLICK ATTRIBUTION
@AnnieCushing annielytics.com
SOCIAL ORGANIC EMAIL CPC
$25 credit$25 credit$25 credit$25 credit
@AnnieCushing annielytics.com
LAST-CLICK ATTRIBUTION TRAVESTY
@AnnieCushing annielytics.com
MULTI-CHANNEL FUNNELS APPROACH
@AnnieCushing annielytics.com
ASSISTED CONVERSIONS REPORT
@AnnieCushing annielytics.com
COUPLE RECOMMENDED CHANGES
@AnnieCushing annielytics.com
@AnnieCushing annielytics.com
@AnnieCushing annielytics.com
577%
@AnnieCushing annielytics.com
IMPACT OF ASSISTED CONVERSIONS
@AnnieCushing annielytics.com
FIX: BIT.LY/GA-CAMPAIGN-TAGGING
Skip to the “Fixing
Your Default
Channel Grouping”
section of the guide
@AnnieCushing annielytics.com
GINORMOUS CAVEAT
MCF CHANNELS≠
STANDARD CHANNELS
@AnnieCushing annielytics.com
GOOGLE’S GOOD OL’ BOY SYSTEM
@AnnieCushing annielytics.com
DIRECT DONATED ITS CONVERSIONS
@AnnieCushing annielytics.com
FURTHER FALLOUT FROM THIS SHIFT
@AnnieCushing annielytics.com
TIME TO PURCHASE TIME LAG
@AnnieCushing annielytics.com
FURTHER FALLOUT FROM THIS SHIFT
TIME TO PURCHASE TIME LAG
@AnnieCushing annielytics.com
FURTHER FALLOUT FROM THIS SHIFT
TIME TO PURCHASE TIME LAG
@AnnieCushing annielytics.com
LOOKBACK WINDOW COMPLICATES MORE
@AnnieCushing annielytics.com
@AnnieCushing annielytics.com
@AnnieCushing annielytics.com
@AnnieCushing annielytics.com
@AnnieCushing annielytics.com
@AnnieCushing annielytics.com
@AnnieCushing annielytics.com
Because standard GA ignores
DIRECT
@AnnieCushing annielytics.com
cpc
referral organic
direct
Difference in Core & MCF
Time to Purchase: 8 days
Time Lag: 19 days
@AnnieCushing annielytics.com
@AnnieCushing annielytics.com
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?
@AnnieCushing annielytics.com
LEARN MORE
@AnnieCushing annielytics.com
SLIDESHARE: BIT.LY/AI-CUSHING
@AnnieCushing annielytics.com
E: ANNIE@ANNIELYTICS.COM
T: @ANNIECUSHING
L: LINKEDIN.COM/IN/ANNIECUSHING
Recommended