No, Direct Traffic Isn't Driving All Those Conversions By Kiko Correa

#SocialPro #23b @obiwankikobi

Kiko Correa, Glowforge

NO, DIRECT TRAFFIC ISN’T DRIVING ALL THOSE CONVERSIONS using Facebook ads to uncover cross device traffic


Hello!


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% of Marketing Spend

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GA Sales Breakdown

Organic Search Direct Social Referral Paid Search Display Email


Google Analytics 304% over Goal CPA

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Facebook Ads Sales 800% Higher CPA Drops by 89%

Google Analytics 304% over Goal CPA

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Google Analytics §  Track users across

multiple sessions §  Track users across

multiple sources


Google Analytics §  Track users across

multiple sessions §  Track users across

multiple sources §  Multiple devices breaks

the chain


GA User ID §  Ga solution for cross

device tracking §  Ties together logged in

sessions across devices


GA User ID §  Ga solution for cross

device tracking §  Ties together logged in

sessions across devices

§  Cannot tie together cross device traffic pre-login


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Crowdfunding GA Sales Breakdown


57% Brand


Facebook Device Report §  Set Columns §  Set Attribution Window §  Add Breakdowns

§  Impression Device §  Conversion Device


ImpressionDevice ClicksToSite ConversionDevice Transac5ons

Desktop 44.85% Desktop 82.40%

iPhone 30.81% iPhone 7.56%

AndroidSmartphone 17.74% AndroidSmartphone 4.87%

iPad 5.69% iPad 4.04%

AndroidTablet 0.92% AndroidTablet 1.12%


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Clicks By Impression Device Desktop iPhone Android Smartphone iPad Android Tablet

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Transactions By Conversion Device Desktop iPhone Android Smartphone iPad Android Tablet


Impression*Device*>*Conversion*Device %*Of*Conversions %*Of*Cross*Device*ConversionAndroid*Smartphone 77%Android'Smartphone 23%Android'Tablet 0%Desktop 76%iPad 1%iPhone 0%Other 0%Android*Tablet 39%Android'Smartphone 0%Android'Tablet 61%Desktop 39%iPad 0%iPhone 0%Other 0%Desktop 6%Android'Smartphone 1%Android'Tablet 2%Desktop 94%iPad 2%iPhone 2%Other 0%iPad 63%Android'Smartphone 2%Android'Tablet 0%Desktop 57%iPad 37%iPhone 5%Other 0%iPhone 82%Android'Smartphone 0%Android'Tablet 0%Desktop 79%iPad 3%iPhone 18%Other 0%Grand*Total 52%


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Device

% of "Lost" Cross Device Conversions per Device

Desktop iPhone Android Smartphone iPad Android Tablet


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Desktop -6%


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Mobile -80%


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Tablet -61%


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Device



Cross Device Results §  Desktop – 6% lost §  Mobile – 80% lost §  Tablet – 61% lost §  52% of total sales

occurred on different devices than they started on.


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GA Sales Breakdown



UTM Tags create Channel Specific Remarketing Audiences


Create Audiences Specific to Source & Device

Mobile Desktop

AdWords

Bing Ads

Twitter Ads


Segmented Audiences §  Remarketing Campaigns

§  Defines Traffic Source §  Defines Device Type

§  Click through Conversions §  Credit goes to Facebook Ads §  Indicates quality of

remarketing audience

AdWords Mobile

Twitter Desktop

Bing Mobile

Facebook Remarketing

Twitter Mobile

Bing Desktop

AdWords Desktop


Segmented Audiences §  View Through Conversions

§  Set attribution window to match click through

§  Ignore Click Through Conversions


Segmented Audiences §  View Through Conversions

§  Set attribution window to match click through

§  Ignore Click Through Conversions

§  These represent cross device conversions from the original traffic source


AdWords Lookalikes


AdWords Lookalikes


View Through Conversions

Click Through Conversions


AdWords Lookalikes


View Through Conversions

Click Through Conversions

Extended View Through Window


AdWords Lookalikes


Cross Device Conversions

Extended View Through Conversions can be credited back to the original source


Segmented Audiences §  Glowforge data was heavily

slanted toward cross device §  We explored AdWords

lookalike campaigns by segmenting the audience in Facebook

§  Found sales that weren’t credited originally


Segmented Audiences §  Get Visibility on cross

device conversions §  Will work with “Conversion

Device” breakdown §  Caveats

§  Requires UTM Tagged URLS §  Creates more work §  Check your cross device

reports on FB first


Closing Thoughts §  Don’t look at this numbers

in a vacuum §  Integrate cross device

conversion into an attribution model

§  Not new sales, misattributed sales

§  Now you know the data is there & how to get it if you need it.


THANK YOU!

SEE YOU AT THE NEXT MARKETING LAND EVENT!

No, Direct Traffic Isn't Driving All Those Conversions By Kiko Correa

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Transcript of No, Direct Traffic Isn't Driving All Those Conversions By Kiko Correa