optimizing your lead generation marketing with attribution [smx east 2016 deck]
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#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?
#SMX #33C @innuHendo
• 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?
#SMX #33C @innuHendo
How much of your traffic isn’t being tracked?
#SMX #33C @innuHendo
Google's description of Direct traffic
Source
#SMX #33C @innuHendo
Google's description of Direct traffic
Source
Not very
helpful….
#SMX #33C @innuHendo
• 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
#SMX #33C @innuHendo
Solutions For Direct Traffic
#SMX #33C @innuHendo
Any paid media effort
Social channels
Guest posts
UTM Parameters….EVERYWHERE!
#SMX #33C @innuHendo
Need some hints?
Looking at where your direct traffic is landing can provide
insights into the channels that aren’t properly tagged.
#SMX #33C @innuHendo
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
#SMX #33C @innuHendo
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
#SMX #33C @innuHendo
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
#SMX #33C @innuHendo
DFC’s are heavily
influenced by the medium parameter
#SMX #33C @innuHendo
Particularly the Email,
Affiliates and Referral channels
#SMX #33C @innuHendo
utm_medium=Email utm_medium=Affiliate utm_medium=Referral
#SMX #33C @innuHendo
utm_medium=Email utm_medium=Affiliate utm_medium=Referral
Even to the point where capitalization will bucket the traffic under “Other”
#SMX #33C @innuHendo
Solutions for “Other” Channel Grouping
#SMX #33C @innuHendo
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
#SMX #33C @innuHendo
Last Non-Direct Click
#SMX #33C @innuHendo
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
#SMX #33C @innuHendo
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
#SMX #33C @innuHendo
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
#SMX #33C @innuHendo
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.
#SMX #33C @innuHendo
Reverse Time Decay 60-30-10
To create this model (or any
custom model), go to the
model comparison tool, click
“Select model” then “Create new custom
model”
#SMX #33C @innuHendo
Reverse Time Decay 60-30-10
Name your model, then
select Position Based and set
your percentages as
you see fit.
#SMX #33C @innuHendo
Reverse Time Decay 60-30-10
In order to differentiate
channels in the middle of the process, I give
more credit when a session
has 2+ page views
#SMX #33C @innuHendo
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
#SMX #33C @innuHendo
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?
#SMX #33C @innuHendo
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.
#SMX #33C @innuHendo
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
#SMX #33C @innuHendo
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.
#SMX #33C @innuHendo
TOFU
TOFU
TOFU
#SMX #33C @innuHendo
Top Conversion Paths Report
#SMX #33C @innuHendo
Default Setting for Top Conversion Paths Report
The Top Conversion Paths report defaults to
users with 2 or more sessions before
converting.
#SMX #33C @innuHendo
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
#SMX #33C @innuHendo
User Explorer Tool
#SMX #33C @innuHendo
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.
#SMX #33C @innuHendo
Here’s an example of a user with
multiple sessions over a 4 day span
#SMX #33C @innuHendo
Mobile device users
Blog visitors
Direct visits
Visits from lead nurture email
Fun User Explorer Segments
#SMX #33C @innuHendo
DROP ME A LINE ON LINKEDIN: /in/mikedhenderson
THANK YOU!
HAVE FUN FINDING YOUR ATTRIBUTES ATTRIBUTING TO YOUR ATTRIBUTION!
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