Adrian Vender Director of Analytics @adrianvender

Digital Analytics Attribution Solutions

2 Attribution Questions

Where is my website traffic coming from? How much is my traffic worth?

Identify Your Traffic Sources Website traffic comes from a lot of different places. Web Analytics tools don’t always know how to identify your traffic!

How GA Attribution Works

Order of attribution in GA: 1 - custom UTM tags

2 - browser referral string

3 - if neither is found, session channel marked as “direct”

“direct” really just means “we don’t know!”

What Happens Without UTMs? desktop and mobile apps don’t pass referral string, and browser referrals aren’t always insightful, leading to mass confusion. - email marketing will be marked as “direct” or “mail.*” referrals. - twitter traffic either marked as “direct” or “t.co” referrals. - banner ad referrals aren’t specific and insightful. - Bing Ads will appear as “bing/organic” * for AdWords, enable autotagging! https://support.google.com/adwords/answer/1752125?hl=en

UTM Tagging Resources

Check out @AnnieCushing and her guide to UTM tagging. http://www.annielytics.com/guides/definitive-guide-campaign-tagging-google-analytics/

What’s the Value of a Channel? A conversion usually has multiple touchpoints along the way. Attribution modeling helps determine the overall value of each touch.

Attribution Models

In Google Analytics, you can choose from a list of predefined attribution models. OR You can create your own custom models!! Learn more from Avinash Kaushik: http://www.kaushik.net/avinash/multi-channel-attribution-modeling-good-bad-ugly-models/

Data-Driven Attribution Models Attribution Modeling needs intense regression machine learning to build accurate channel values. Check out Google Analytics Premium and Convertro!

THANK YOU!