Lead Generation Attributes Attributing To Your Attribution By Mike Henderson
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From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Smarter SEM Attribution. PRESENTATION: Lead Generation Attributes Attributing To Your Attribution - Given by Mike Henderson, @innuhendo - SuretyBonds.com, Digital Marketing Director. #SMX #33C
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Lead Generation Attributes Attributing To Your Attribution By Mike Henderson
- 1. #SMX #33C @innuHendo Optimizing Your Lead Gen Marketing With Attribution LEAD GENERATION ATTRIBUTES ATTRIBUTING TO YOUR ATTRIBUTION
- 2. #SMX #33C @innuHendo Digital Marketing Director @ SuretyBonds.com Analytics, PPC, SEO, CRO, Remarketing Chicago, IL (originally from STL) First-time speaker Who is this guy?
- 3. #SMX #33C @innuHendo • Avoiding/fixing issues with untracked traffic • Attribution models for upper vs. lower funnel lead generation campaigns • Conversion Path report • User Explorer tool What’s the plan?
- 4. #SMX #33C @innuHendo How much of your traffic isn’t being tracked?
- 5. #SMX #33C @innuHendo Google's description of Direct traffic Source
- 6. #SMX #33C @innuHendo Google's description of Direct traffic Source
- 7. #SMX #33C @innuHendo • Legitimate direct traffic • Misspellings in utm parameters (utm_sorce, ut_medium) • HTTPS to HTTP • A/B Testing platforms • 302 redirects • Great article to learn more about direct traffic: • bit.ly/Direct-Attribution Common reasons for direct traffic
- 8. #SMX #33C @innuHendo Solutions For Direct Traffic
- 9. #SMX #33C @innuHendo Any paid media effort Social channels Guest posts Email UTM Parameters….EVERYWHERE!
- 10. #SMX #33C @innuHendo Need some hints?
- 11. #SMX #33C @innuHendo Need some hints?
- 12. #SMX #33C @innuHendo And the dreaded “Other” Default Channel Groupings Annie Cushing a.k.a Annielytics
- 13. #SMX #33C @innuHendo The dreaded “other”
- 14. #SMX #33C @innuHendo The dreaded “other”
- 17. #SMX #33C @innuHendo utm_medium=Email utm_medium=Affiliate utm_medium=Referral
- 18. #SMX #33C @innuHendo utm_medium=Email utm_medium=Affiliate utm_medium=Referral
- 19. #SMX #33C @innuHendo Solutions for “Other” Channel Grouping
- 20. #SMX #33C @innuHendo Definitive Guide to Campaign Tagging bit.ly/ga-campaign-tagging Definitive Guide to Channels in Google Analytics bit.ly/channels-ga Annie Cushing a.k.a Annielytics
- 21. #SMX #33C @innuHendo Action-oriented, higher CPC/CPA, focus on efficiency Bottom-of-Funnel Attribution Models
- 22. #SMX #33C @innuHendo Last Non-Direct Click
- 23. #SMX #33C @innuHendo Last Non-Direct Click
- 24. #SMX #33C @innuHendo Last Non-Direct Click 100% Direct
- 25. #SMX #33C @innuHendo Avinash Kasushik Custom Model: bit.ly/Avinash-Attribution Time Decay
- 26. #SMX #33C @innuHendo Heavy micro conversions, more competitive, prospect education Top-of-Funnel Attribution Models
- 27. #SMX #33C @innuHendo First Interaction 100%
- 28. #SMX #33C @innuHendo Reverse Time Decay 60-30-10 60% 30% 10%
- 29. #SMX #33C @innuHendo Reverse Time Decay 60-30-10
- 30. #SMX #33C @innuHendo Reverse Time Decay 60-30-10
- 31. #SMX #33C @innuHendo Reverse Time Decay 60-30-10
- 32. #SMX #33C @innuHendo Reverse Time Decay Comparison
- 33. #SMX #33C @innuHendo Position Based (U-Shape) 50%50%
- 34. #SMX #33C @innuHendo Micro Conversions & Attribution Model Comparison Tool How to know which channels/campaign are TOFU?
- 35. #SMX #33C @innuHendo Micro Conversion Types
- 36. #SMX #33C @innuHendo Comparing Attribution Models
- 39. #SMX #33C @innuHendo Top Conversion Paths Report
- 40. #SMX #33C @innuHendo Default Setting for Top Conversion Paths Report
- 41. #SMX #33C @innuHendo Channels & Source/Medium Path
- 42. #SMX #33C @innuHendo User Explorer Tool
- 45. #SMX #33C @innuHendo Mobile device users Blog visitors Direct visits Visits from lead nurture email Fun User Explorer Segments
- 46. #SMX #33C @innuHendo LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! HAVE FUN FINDING YOUR ATTRIBUTES ATTRIBUTING TO YOUR ATTRIBUTION!
Notas do Editor
- More universal than MCF Channel Groupings
- “Email”, “Social”, even “retargeting” will be considered “Other”
- NOT a Multi-Channel Attribution Model If you’re still using last click attribution, please just switch to last non-direct click. There’s no reason not to! Listen, Direct traffic is going to happen. Whether it’s actual direct traffic or a technical issue, it’s pretty impossible to avoid. Can double, and even triple, conversion totals compared to last click
- NOT a Multi-Channel Attribution Model If you’re still using last click attribution, please just switch to last non-direct click. There’s no reason not to! Listen, Direct traffic is going to happen. Whether it’s actual direct traffic or a technical issue, it’s pretty impossible to avoid. Can double, and even triple, conversion totals compared to last click
- NOT a Multi-Channel Attribution Model If you’re still using last click attribution, please just switch to last non-direct click. There’s no reason not to! Listen, Direct traffic is going to happen. Whether it’s actual direct traffic or a technical issue, it’s pretty impossible to avoid. Can double, and even triple, conversion totals compared to last click
- Classic Multi-Channel Model Channels closer to the conversion get credit The Time Decay model has a default half-life of 7 days, meaning that a touchpoint occurring 7 days prior to a conversion will receive 1/2 the credit of a touchpoint that occurs on the day of conversion. Similarly, a touchpoint occuring 14 days prior will receive 1/4 the credit of a day-of-conversion touchpoint.
- NOT a Multi-Channel Attribution Model Gives you an idea of the channels/campaigns bringing in qualified traffic
- Gives first and last interaction equal and all credit Great to see where customers are interacting with different channels/campaigns Set Conversion Segment to Path > 3 to see if there are any trends you can bring into your ad copy or landing page
- This report seems to resonate with my superiors. I’ve omitted the total conversion data that’s displayed on the right hand side of this report
- While not in the attribution section of GA, this is a fun report to see how exactly users are interacting with your site. You can filter just like you can in most reports, so for instance converters with 2+ sessions. Sort by ascending to better see the customer journey