SearchLove Boston 2013_Annie Cushing_Take Credit where Credit's Due

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TAKE CREDIT WHERE CREDIT’S DUE @AnnieCushing annielytics.com

Transcript of SearchLove Boston 2013_Annie Cushing_Take Credit where Credit's Due

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TAKE CREDIT WHERE CREDIT’S DUE

@AnnieCushing annielytics.com

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THIEVES! THIEVES EVERYWHERE

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IDENTIFY THE CULPRITS

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1. LAST-CLICK ATTRIBUTION

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2. VISITS FROM DESKTOP APPS, WORD FILES, & PDFs

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THESE FILES ARE HEADLESS

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3. VISITS FROM SECURE SITES

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4. VISITS FROM MANY (MOST?) MOBILE APPS

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5. VISITS FROM iOS6

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NO SOUP REFERRAL FOR YOU!

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THE FALLOUT

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LEARN MORE FROM THIS POST(includes custom report)

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NO LOCK

GOOGLE.COM IS FINE. REFERRAL DATA PASSES!

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LAST-CLICK ATTRIBUTION

VISITS FROM DESKTOP APPS

VISITS FROM WORD FILES

VISITS FROM PDFs

VISITS FROM SECURE SITES

VISITS MANY MOBILE APPS

iOS6 MOBILE DEVICES

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HOW TO STRIKE BACK

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OPT 1: CAMPAIGN TAGGING

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WHAT MAKES A VISIT DIRECT?

MEDIUM: NONE

SOURCE: NONE

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HOW DOES TAGGING HELP?

MEDIUM: NONE YOU CHOOSE

SOURCE: NONE YOU SET

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DEVISE TAGGING STRATEGY

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MEDIUM NAMESOURCE

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TERM CONTENT

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WHAT IS MEDIUM?

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Quick Aside …

How can you track print, billboard, TV, and radio in GA?

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VANITY URL

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BUT ANYWAY …

BACK TO OUR REGULARLY SCHEDULED PROGRAM

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WHAT IS SOURCE?

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SOURCE = WHERE THE URL LIVES

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SOURCE = RESOURCE THAT PROVIDED THE CLICK

GOOGLE SAYS …

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I SAY…

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SOURCE = TWITTER

SOURCE = FACEBOOK

SOURCE = MASHABLE

SOURCE = PINTEREST

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TWITTER

FACEBOOK

YOUTUBE

PINTEREST

MEDIUM SOURCE

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NOT GOOD CHOICES FOR MEDIUM

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WHAT IS CAMPAIGN NAME?

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NAME = (UMM) CAMPAIGN NAME

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A few tips from the trenches

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1. Be consistent

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2. Use lowercase

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3. Separate w/ + sign

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4. Customize

mkt_tok

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Translation: Goog, instead of looking for utm_content, look for mkt_tok, kthx!

Learn more here

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REPORTS

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LET THE GAMES BEGIN

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EMAIL VS SOCIAL

COMPARE MEDIUMS

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BANNER VS CPC

COMPARE MEDIUMS

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TWITTER VS FACEBOOK

COMPARE SOURCES FOR A MEDIUM

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AFFILIATE A VS AFFILIATE B

COMPARE SOURCES FOR A MEDIUM

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MAR+NEWSLETTER VS APR+NEWSLETTER

COMPARE CAMPAIGNS

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MOTHERS+DAY VS FATHERS+DAY

COMPARE CAMPAIGNS

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CREATE TAGGED URLs

(TWO OPTIONS)

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OR A GOOGLE DOC I CREATED

(YEAH, AGAIN …)

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A PEEK UNDER THE HOOD

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bit.ly/custom-dashboard

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If you use the by month report beware of formatting drama

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1. Reorder

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2. Export

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3. Fix funky formats

bit.ly/convert-dates

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MULTI-CHANNEL FUNNELS

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A FEW IMPORTANT NOTES

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1. Must have conversion tracking set up

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2. Only use on an unfiltered profile

bit.ly/filtered-profiles

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3. Only goes back 30 days

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4. MCF data is based on conversions, transactions, and conversion paths since Jan 2011

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5. MCF data lags by up to two days

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6. If last click is direct, it counts as direct

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MCF REPORTS

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SAMPLE CLIENT WHO DOES EMAIL

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Last Click Assist Total

$3 $4 $7

133% LIFT IN REPORTED REVENUE FOR EMAIL

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Last Click Assist Total

$3 $6 $9

200% LIFT IN REPORTED REVENUE FOR ORGANIC

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Last Click Assist Total

$3 $8 $11

267% LIFT IN REPORTED REVENUE FOR PAID SEARCH

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CREATE YOUR OWN CONVERSION SEGMENTS

(MUCH LIKE TRADITIONAL ADVANCED SEGMENTS)

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OUT OF THE BOX

ONES YOU CREATE

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Let’s make one!

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3. CHANGE ATTRIBUTION MODEL CHANGE ATTRIBUTION MODEL

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1ST CLICK: $0 2ND CLICK: $0 3RD CLICK: $0 LAST CLICK: $100

LAST INTERACTION MODEL

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1ST CLICK: $100 2ND CLICK: $0 3RD CLICK: $0 LAST CLICK: $0

FIRST INTERACTION MODEL

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1ST CLICK: $25 2ND CLICK: $25 3RD CLICK: $25 LAST CLICK: $25

LINEAR MODEL

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1ST CLICK: $10 2ND CLICK: $20 3RD CLICK: $30 LAST CLICK: $40

TIME DECAY MODEL

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1ST CLICK: $40 2ND CLICK: $10 3RD CLICK: $10 LAST CLICK: $40

POSITION BASED MODEL

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HERE’S WHERE TO FIND IT

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LEARN MORE ABOUT ATTRIBUTION MODELING HERE

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LEARN MORE

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Summary blog post

bit.ly/take-your-credit

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E: [email protected]

T: @ANNIECUSHING

L: LINKEDIN.COM/IN/ANNIECUSHING