The 2016
Annual Q4 PPC Virtual SummitH o w P P C A d v e r t i s e r s C a n P r e p a r e f o r t h e
U p c o m i n g H o l i d a y S h o p p i n g S e a s o n
Q4 Summit LayoutDay 1 Owning the Q4 Google Shopping Search Results
Day 2 Lesson from Holidays Past: Maximize Your Q4 Paid Search Campaigns
Day 3 Making Better Marketing Decisions Using Campaign Attribution Models
Event Logistics
• Submit Questions In the Chat Box to the Right
• Session Recording Will Be Sent 9/2/16
• More Resources In the Handouts Section to the
Right
• Poll Questions Throughout PresentationQ4 Summit Event CoordinatorNick CotterMarketing Operations Coordinator
Hosted bySheryl, Digital MarketerNick, Ecommerce Application Developer
Making Better Marketing Decisions Using Campaign Attribution Models
Attribution Modeling is the process of determining how credit for sales and conversions are assigned to various touch points across the marketing journey.
What is Attribution Modeling?
Attribution Modeling is Not New
Then Now
Focus Groups
SurveysMailers
The ChallengeHow do you properly attribute sales in a
world filled with non-linear customer
journeys?
POLL QUESTION! 3 0Do you look at different attribution models
depending on your goals?
A. Yes, I look at several types of attribution models.
B. No, I stick to the same attribution model.C. I have no idea what attribution model I use!
SEC
Part 1: Single Channel Attribution Models
1FACEBOOK
ADEMAIL ORGANIC
SEARCHDISPLAY DIRECT
$100
$100
2 3 4 5
SINGLE CHANNEL ATTRIBUTION
First ClickIn the First Click attribution model, the first touch
point would receive 100% of the credit for the conversion.
First ClickIn the First Click attribution model, the first touch
point would receive 100% of the credit for the conversion.
SINGLE CHANNEL ATTRIBUTION
• Use a limited number of channels
• Brand awareness• New Customer Acquisition
• Ignores a large portion of funnel
• Not good for longer sales cycles
• Not representative of repeat purchasers
Last Click
1FACEBOOK
ADEMAILORGANIC
SEARCHDISPLAYDIRECT
$100
$100
2 3 4 5
SINGLE CHANNEL ATTRIBUTION
In the Last Click attribution model, the final touch point before the sale would receive 100% of the credit
for the conversion.
Last ClickIn the Last Click attribution model, the final touch
point before the sale would receive 100% of the credit for the conversion.
SINGLE CHANNEL ATTRIBUTION
• Shorter sales cycle• Less expensive product or less research
involved• Helps to isolate the “Decision Factor”
Last ClickIn the Last Click attribution model, the final touch
point before the sale would receive 100% of the credit for the conversion.
SINGLE CHANNEL ATTRIBUTION
WORD OF MOUTH
REVIEWS IN A LOCAL PAPER
ONLINE ADS
SOCIAL MEDIA
MENU
Last Non-Direct Click
In the Last Non-Direct Click, all direct traffic is ignored and 100% of the credit goes to the last
channel that the customer clicked through before converting.
1FACEBOOK
ADEMAIL ORGANIC
SEARCHDISPLAY DIRECT
$100
$100
2 3 4 5
SINGLE CHANNEL ATTRIBUTION
SINGLE CHANNEL ATTRIBUTION
Last Non-Direct Click
Part 2: Mixed Channel Attribution Models
1
FACEBOOK AD
EMAILORGANICSEARCH
DISPLAYDIRECT
$100
$20
2 3 4 5
MIXED CHANNEL ATTRIBUTION
LinearIn the Linear attribution model, each touch point on the conversion path would share equal credit for the
conversion.
$20 $20 $20 $20
MIXED CHANNEL ATTRIBUTION
• Overall brand awareness• Identify all channels commonly
associated with a customer journey
“Everyone get’s a trophy.”
LinearIn the Linear attribution model, each touch point on the conversion path would share equal credit for the
conversion.
1
FACEBOOK AD
EMAILORGANICSEARCH
DISPLAYDIRECT
$100
$40
2 3 4 5
MIXED CHANNEL ATTRIBUTION
$6.60 $6.60 $6.60 $40
Position BasedIn the Position Based model, 40% of the credit for the conversion goes to the first and last touch points and the remaining 20% is evenly distributed to the middle
touch points.
MIXED CHANNEL ATTRIBUTION
Position BasedIn the Position Based model, 40% of the credit for the conversion goes to the first and last touch points and the remaining 20% is evenly distributed to the middle
touch points.
MIXED CHANNEL ATTRIBUTION
Position BasedIn the Position Based model, 40% of the credit for the conversion goes to the first and last touch points and the remaining 20% is evenly distributed to the middle
touch points.
1
FACEBOOK AD
EMAIL ORGANICSEARCH
DISPLAY DIRECT
$100
$5
2 3 4 5
MIXED CHANNEL ATTRIBUTION
$10 $15 $30 $40
Time DecayThe Time Decay model gives more weight to channels
closer to the conversion point and less to channels earlier in the funnel.
MIXED CHANNEL ATTRIBUTION
Time Decay
POLL QUESTION! 3 0In your opinion, what attribution model is most
accurate?A. First ClickB. Last Click/Last Non-Direct
ClickC. Position BasedD. LinearE. Time Decay
SEC
1
FACEBOOK AD
EMAIL ORGANICSEARCH
DISPLAY DIRECT
$1002 3 4 5
$100
It’s Smart to Always Double Check
Facebook Ads will attribute any conversion back to their advertising if they have ever been a touch point
before a sale.
UTM TAGGING FOR PROPER ATTRIBUTION
UTM Parameter Tagging
UTM Parameters ensure that Google Analytics properly tracks how a customer interacted with your
website or store.
Facebook Ads
UTM TAGGING FOR PROPER ATTRIBUTION
Google Adwords
UTM TAGGING FOR PROPER ATTRIBUTION
UTM TAGGING FOR PROPER ATTRIBUTION
Reviewing Different
Attribution Models in
Google Analytics
How to ReviewAttribution Models in
Google Analytics
GOOGLE ANALYTICS
Reviewing Different
Attribution Models in
Google Analytics
How to ReviewAttribution Models in
Google Analytics
GOOGLE ANALYTICS
Finding the Best Attribution Model For Your Business
• First Click• Linear• Position Based
• Last Click• Last Click Non-Direct• Position Based
Brand Awareness Decision Factor
WHAT IS RIGHT FOR YOU?
Finding the Best Attribution Model For Your Business
• First Click• Last Click
• Linear• Time Decay
Short Sales Cycle Long Sales Cycle
WHAT IS RIGHT FOR YOU?
Finding the Best Attribution Model For Your Business
• First Click• Position Based
• Last Click• Time Decay• Linear
Learn About New Customer
Acquisition
Learn About Repeat Purchases
WHAT IS RIGHT FOR YOU?
It’s all about goals.
Glew is the best platform for growing your online store.
| www.glew.io
We want to know! What did you learn?
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