1. Multi Channel Attribution
Across Digital Channels
SMX ISRAEL
Boaz Ariely
VP Online Marketing
boaz@glassesusa.com

3. Paid
Search
Ad
Comparison
Shopping
Engine
Banner
Ad
Retargeting
Banner
Coupon
Affiliate

4. Paid
Search
CPA
Networks
Organic
CSE
Display
Retargeting
Social
Affiliates

5. It’s Mine, It’s Mine, It’s Mine!!!
Paid
Search
Affiliates
Display

6. The Real Life

7. X3
X3
30,494
$5,957,249

8. Let’s Ask Our Attribution Models

9. First or Last Click Attribution?

10. AFFILIATE #1
Coupon Site
• Brings in good amounts
• High win rate. What it does, it
does well.
• Almost never first
• Almost never solo
Feeds Off Others
AFFILIATE #2
Banner Campaign
• Participates in many sales
• Low win rate.
• Doesn’t fit last click very well
Major Introducer

11. It’s a Matter of Perspective
• Generic searches help drive later conversions therefore
justifying a higher CPA

12. First Click
Last Click
• Display Campaigns
• Coupons / Deals Sites
• Generic KW PPC
• Brand KW PPC (yours+affiliates)
• Social Media
• CSE
• TV / Radio
• Retargeting
• Newsletters / Email
• Abandoned Cart Emails
• Direct
Sources that benefit from First Click
Will always have higher CPA (in Last Click)

13. Shared Credit Attribution Models
Position Based

14. Think About It
• What is the best model for my business?
• Work with Last Click, analyze with advanced attribution
– Analyze your shared attribution CPA per channel
– Set new CPA goals and optimize towards them

15. References and Links
• Multi-Channel Attribution: Definitions, Models
and a Reality Check (Avinash Kaushik)
• Multi-Channel Attribution Modeling: The
Good, Bad and Ugly Models (Avinash Kaushik)
• Custom Channel Groupings in Google
Analytics (Lunametrics)

16. Thank You!
Boaz Ariely
VP Online Marketing
boaz@glassesusa.com