25 March 2009

BUILDING A CONVERSION ATTRIBUTION MODEL

TRACK EVERYTHING

• Track as much as you can through one system– Display– Search– Email– Affiliate– Sponsorships– Video Links– Other Conversion Tags or Pages of Your Site

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EXAMPLE CONVERSION PATH

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EXAMPLE CONVERSION PATH: In Tracking System

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SIMPLE WEIGHTING SYSTEMS

• Last Ad Click = 100%• Even Credit• Simple Models– Last Ad gets 50%, remaining events

split 50%

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BASIC ATTRIBUTION APPLIED

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CUSTOM MODEL: Variables to Consider

• Clicked vs. Viewed• Type of Ad • Ad Size • Messaging • Time Lag/Recency• Event Path• Engagement inside unit• Engagement on advertiser’s site

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EXAMPLE WEIGHTING SYSTEM

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WEIGHTING APPLIED

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KNOWN ISSUES

• Tracking everything takes time and requires a process

• Tracking everything in one system may be difficult based on your current setup

• Cookie tracking discrepancies– Deletion– User behavior

• An accurate weighting system will take time to develop

• Inability to track offline influencers

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jdreller@fuor.net

Q&A