Assisted conversions makes you look… Good?

>> The path to conversion <<

@webanalytiker

>> Quote <<

>> Lets set the scene! <<

”Its not as simple as it looks!”

One attribution in Google Analytics1

Another in AdWords with AdWords conversion script2

A third in Analytics attribution reports3

>> The source might not be what you think<<

2 direct visit

Group 1

Group 2

Search, referral, paid traffic, campaigns…

All traffic, identified as direct traffic

4 examples:

1 direct visit + 1 Adwords visit

2 visits from Adwords

1 direct visit + 2 visits from AdWords

>> AdWords conversion tracking <<

”30 days cookie!”

@webanalytiker

>> Assisted conversions<<

”Do people click and buy later?”

Direct conversions and assisted conversions1

See total conversions a source has been involved in2

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>> We know it from sport <<

@webanalytiker

>> All traffic reports <<

AdWords generates 27% of revenue

>> Assisted… <<

Assists and last click -> ratio

>> Assisted… <<

AdWords is better as assist

>> Total impact… <<

@webanalytiker

>> Total impact… <<

AdWords is affecting 22%

>> Data so far <<

Analytics: 2,66 mio1

Assist: 2,5 mio2

Last click: 2 mio3

Total conversion value: 3,8 mio4

@webanalytiker

>> Assisted… With brand <<

Brand is a huge part of the revenue

1

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>> Total impact… With brand <<

Nonbrand is 33% of all AdWords

@webanalytiker

>> Non brand AdWords <<

All traffic: 553K1

Assist: 994K2

Last Click: 445K3

Total impact: 1.309K4

@webanalytiker

>> Assist vs last click<<

1 2 3 4

Increase cpc

@webanalytiker

>> Paths <<

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>> Attribution models <<

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>> Attribution models <<

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>> Compare models <<

>> Attribution models <<

Focus on 1 visit in path

Focus on full path

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>> Attribution models <<

@webanalytiker

>> Custom Attribution model <<

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>> Custom Attribution model <<

@webanalytiker

>> Custom Attribution model <<

@webanalytiker

>> Custom Attribution model <<

>> Custom Attribution model <<

@webanalytiker

>> Custom Attribution model <<

@webanalytiker

>> Attribution models <<

>> Awesome, but not perfect <<

90 days lookback window1

No cross device tracking2

>> So what did we do? <<

• AdWords generates revenue but is strong as assist

• Especially Non-brand AdWords is strong as assist

• New model where assisted weight more

• AdWords bids adjusted based on model

• After 5 month, we saw 22% increase in assist value

Attribution case

@webanalytiker

>> Summing up <<

• Different numbers in different reports

• Learn how the channel is used in user path, based on assist/direct ratio – if higher than 1 = strong assist

• Use attribution models to go deeper

• Make your own model

Learn and earn:

@webanalytiker

Jacob KildebogaardJk @webjuice.dk@Webanalytiker