Optimizing Your Lead Generation Marketing With Attribution [SMX East 2016 Deck]

#SMX #33C @innuHendoOptimizing Your Lead Gen Marketing With Attribution

LEAD GENERATION ATTRIBUTES ATTRIBUTING

TO YOUR ATTRIBUTION

#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?


• 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?


How much of your traffic isn’t being tracked?


Google's description of Direct traffic

Source

https://support.google.com/analytics/answer/6205762


Google's description of Direct traffic

Source

Not very

helpful….

https://support.google.com/analytics/answer/3297892?hl=en&ref_topic=6010089


• 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 Legitimate direct traffic is when someone visits

your site from a bookmark or by typing your URL directly into

their browser


Solutions For Direct Traffic


Any paid media effort

Social channels

Guest posts

Email

UTM Parameters….EVERYWHERE!


Need some hints?

Looking at where your direct traffic is landing can provide

insights into the channels that aren’t properly tagged.


Need some hints?

Direct traffic to my de-

indexed landing page?

Wait, that url only shows up on our mailer…

None of our other test variations are getting this much direct traffic…

#SMX #33C @innuHendoAnd the dreaded “Other”

Default Channel Groupings

Annie Cushinga.k.a

Annielytics


The dreaded “other”

Attribution reports default to Multi-Channel Funnel groupings, but you can select Default Channel Groupings above the

displayed data in Google Analytics

I prefer DFC’s because they are used in other reports

like Acquisition -> All Traffic -> Channels


The dreaded “other”

Why you doin’ dat??

Traffic is grouped as “Other” if it doesn’t match Google

Analytics' preset conditions outlined on the next slide


DFC’s are heavily

influenced by the medium parameter


Particularly the Email,

Affiliates and Referral channels


utm_medium=Email utm_medium=Affiliate utm_medium=Referral


utm_medium=Email utm_medium=Affiliate utm_medium=Referral

Even to the point where capitalization will bucket the traffic under “Other”


Solutions for “Other” Channel Grouping


Definitive Guide to Campaign Taggingbit.ly/ga-campaign-tagging

Definitive Guide to Channels in Google Analytics

bit.ly/channels-ga

Annie Cushinga.k.a

Annielytics

The top link is a great guide to UTM tagging while the bottom

guide breaks down how to edit/customize DFC’s

#SMX #33C @innuHendoAction-oriented, higher CPC/CPA, focus on efficiency

Bottom-of-Funnel Attribution Models


Last Non-Direct Click


GASP!!Last Non-Direct Click

You’ve probably heard horrible things about last click attribution. While I’m not saying

you should only look at single-channel models, they are helpful when comparing to multi-

channel models


Last Non-Direct Click

100%

Direct

If you feel your direct traffic is as accurate as

it can be, this model will give credit to the

channel just before the user converted on their

direct visit

#SMX #33C @innuHendoAvinash Kasushik Custom Model: bit.ly/

Avinash-Attribution

Time Decay

Time Decay gives more credit to channels later in

the funnel.

#SMX #33C @innuHendoHeavy micro conversions, more competitive, prospect education

Top-of-Funnel Attribution Models


First Interaction

100%

Again, I would not advise basing decisions

off single-channel models like this one,

but it is helpful to check out First

Interaction especially for top of funnel

campaigns aimed at educating prospects

and/or brand awareness


Reverse Time Decay 60-30-10

60%30%

10%

This custom model is very top-of-funnel heavy

giving the majority of credit to the first

interaction.



To create this model (or any

custom model), go to the

model comparison tool, click

“Select model” then “Create new custom

model”



Name your model, then

select Position Based and set

your percentages as

you see fit.



In order to differentiate

channels in the middle of the process, I give

more credit when a session

has 2+ page views


Reverse Time Decay Comparison

Comparing the First Interaction model to the Reverse Time Decay and Last Interaction, we can

see the Reverse Time Decay skews toward First Interaction, but provides a nice balance between the two single-channel

models


Position Based (U-Shape)

50%50%

Position Based is a good way to see what channels/campaigns are bringing quality users in and which campaigns are generating leads. When looking at this model, I typically set a Conversion

Segment of Path Length > 1 (more on that in a bit).

#SMX #33C @innuHendoMicro Conversions & Attribution Model Comparison Tool

How to know which channels/campaign are TOFU?


Micro Conversion Types

Only selecting top-of-funnel conversions like webinar registrations or whitepaper downloads will give you a better

understanding of which channels/campaigns are

more TOFU focused.


Comparing Attribution ModelsUsing the model comparison tool to compare a top-of-funnel model to a bottom-of-funnel model can show you which way a channel leans.

I like to look at users that had 2 or more sessions before converting. To do this, click “Conversion Segments” then

check the default “Path Length > 1” segment


The comparison for each channel/campaign will be on the far right hand side

of your data. The red arrows indicate channels with fewer conversions in

the bottom-of-funnel model compared to the

TOFU model.


TOFU

TOFU

TOFU


Top Conversion Paths Report


Default Setting for Top Conversion Paths Report

The Top Conversion Paths report defaults to

users with 2 or more sessions before

converting.


Channels & Source/Medium Path

2 Things I love to do in this report

1) Segment by specific channels so to only view

instances where that

channel was part of the conversion

path

2) Use the “Source/Medium Path” or “Campaign

(Or Source/Medi

um Path” secondary dimension for more

granularity


User Explorer Tool


The User Explorer Report shows you how individual users are interacting with your site. For attribution insights, I like to set a segment

of converted users with 2+ sessions.


Here’s an example of a user with

multiple sessions over a 4 day span


Mobile device users

Blog visitors

Direct visits

Visits from lead nurture email

Fun User Explorer Segments


DROP ME A LINE ON LINKEDIN: /in/mikedhenderson

THANK YOU!

HAVE FUN FINDING YOUR ATTRIBUTES ATTRIBUTING TO YOUR ATTRIBUTION!

https://www.linkedin.com/in/mikedhenderson

https://www.linkedin.com/in/mikedhenderson

Optimizing Your Lead Generation Marketing With Attribution [SMX East 2016 Deck]

Marketing

Transcript of Optimizing Your Lead Generation Marketing With Attribution [SMX East 2016 Deck]