When it comes to multi-touch attribution, I recently realized that most advertisers have pretty much the same questions: How does one know whether it is worth digging into the conversion funnel? What are common patterns from a multi-touch standpoint? How can one actually leverage the conversion funnel? Based on my conversations, here are some answers and insights. Before digging into cross-channel conversion funnels (or even campaign to campaign traffic) we need to know how many clicks on average are associated to a conversion as well the average amount of time from first click to conversion. These two metrics are essential in evaluating what is the average buying cycle duration and how many impressions/clicks it takes for Web users to convert. In Google Analytics, you can check out those two metrics in ‘Standard Reporting>Conversions> Multi-Channel Funnels’: In Google AdWords, the time lag and path length can be found in ‘Tools & … [Read more...] about Multi-Touch Attribution & Conversion: Does It Matter?
Multi touch attribution google analytics
By Tyler Norris / May 1, 2018 Analytics Google Analytics Google Tag Manager Built-in reporting on pageviews and interactions begins to scratch the surface, but ordering the data chronologically or drilling down to specific scenarios can be difficult. Especially at scale. Examining how on-site interactions work together on your site can be valuable in a lot of cases. Especially for lead generations sites or for companies that invest heavily in UX. Knowing when users click and knowing the exact outcome helps demystify the user journey. For example, let’s say a user clicks on a few calls-to-action before converting. How can determine the most recent CTA click before conversion? Better yet which was the first? Event Category: CTA Click Event Action: Page Location (e.g. header, footer, in-article, sidebar, etc.) Event Label: Button Text There are several “out of the box” options for learning more about how users click these links but most don’t tell the whole … [Read more...] about Call-To-Action Sequence Reporting in Google Analytics
Few marketers dispute the wisdom of Carly Fiorina’s quote above — but when it comes to transforming data into valuable insights, the question is often where to look to find this data. Analytics platforms offer entire worlds of detail for our interpretation, and in one corner of the Google Analytics universe that’s well worth exploring, you’ll find the Multi-Channel Funnel (MCF) reports. The MCF tab of Google Analytics strictly represents those sessions that have ultimately resulted in a conversion, which means that your insights will solely be based off converted traffic. Chapters could be authored on the uses of the Assisted Conversions, Time Lag, and Path Length reports, but this article focuses on the application of your Top Conversion Path report, my favorite of the MCF reports. About The Top Conversion Paths Report This report is hands down one of my most treasured possessions when it comes to evaluating the multi-channel pathways of your users. The … [Read more...] about 2 Tales Of Clarity Using Google Analytics’ Multi-Channel Funnel Reporting
These reports are a natural evolution from Adwords Search Funnels, which helps understanding which Adwords campaigns drive conversions and which of those are helpful in assisting conversions. With this update, Google is bringing the issue of conversion attribution to the masses. This subject has been discussed over and over on the Web Analytics community, but few companies could deal with it as the tools that provide this functionality are usually expensive. According to Brian Clifton, former Head of Google Analytics EMEA, one of the reasons for Google Analytics being free is that it “proves the value of online advertising to potential new advertisers.” This feature looks very much in this spirit, it will provide a more transparent picture about online advertising as a whole. This new set of reports will improve Google Analytics marketing measurement capabilities as it shows what really works in terms of online marketing campaigns, be it Adwords, Youtube, Facebook, banners … [Read more...] about Multi-Channel Funnels & Assists Coming To Google Analytics
You’re the analytics evangelist for Google. Doesn’t every marketer understand the importance of analytics? With hundreds of thousands or perhaps millions using Google Analytics, why would Google need an evangelist, and what do you see as the most important part of your job? My role at Google is in two parts. In the inward facing part I am the “customer evangelist” as I help shape the vision, direction and features of 13 different Google tools that provide data to customers. In the outward facing role I help the top xx Google customers to leverage data more effectively. The most important part of my role is that I am a small part of larger effort to create a data democracy in the online world. All of the above is distinct from my role as a blogger (evangelizing the use of data in web decision making) and as the co-founder of MarketMotive (providing latest online marketing education and certification). Avinash, following your first book, Web Analytics: An Hour a … [Read more...] about Q&A With Avinash Kaushik, Google Analytics Evangelist & Customer Insight Guru