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![Page 1: Take Credit Where Credit's Due](https://reader038.fdocuments.us/reader038/viewer/2022110117/553bad8455034632548b45fd/html5/thumbnails/1.jpg)
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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YOUTUBE
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!
bit.ly/custom-parameters
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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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YEAH, I CREATED A GOOGLE DOC
(AGAIN …)
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bit.ly/annies-url-tool
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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
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LEARN MORE
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Summary blog post
bit.ly/take-your-credit