AttributionAssigning value across marketing channels

Understand your customer path to conversion Track all user behavior on your site by developing a thorough strategy that ensures pages are tagged for different conversion types, user actions are tracked through web analytics, and appropriate value is assigned to different success metrics.

1Collect and analyze multi-channel dataEmploy Google’s suite of attribution solutions to collect data and measure the effectiveness of all marketing eff orts. While no single solution shows the complete picture, these free tools offer insights that help you to be more informed about the impact of your existing online strategies.

2Search funnelsDetermine true value of “upper funnel” keywords beyond the last click

Multi-channel funnels in AnalyticsMeasure effectiveness of each digital channel

road bike

road bike reviews

road bike store

trek madone 6 series reviews

trek madone 6.9 ssl

trek madone 6.9 ssl price

saw ad (impression)

clicked ad

saw ad (impression)

clicked ad

saw ad (impression)

clicked add and converted

Channel grouping path Conversions

7,514

5,377

3,716

3,015

1

2

Display advertising

Orgnic search Paid search

Paid search Referral Direct

3

4

Paid search

Paid search Direct

Display advertising

Search funnels show the entire search path leading up to conversion, including ad clicks and impressions. This data helps illustrate how users search for your products before converting.

Reports are generated from conversion paths to show how previous referrals, searches, and exposure to other channels contributed to your sales.

View-through conversions

Measure the true value of display awareness campaigns beyond the click.

Example: Visits to advertiser’s website

View-through from test group

Pre-campaign Campaign

Incrementalview-through

Lift in controlview-throughfrom offlinecampaign

Post-campaign

Test and control groups are matched for behaviors.Both groups are exposed to similar noise.

View-through from matched control group

View-through conversions prove the direct connection between display impressions and business results.

Conduct structured cross-channel experiments to prove resultsHow can you quantify the interplay between your digital efforts if you don’t have a smart and organized experiment to measure effectively? It’s necessary to develop a clearly documented experimentation process by creating a thorough brief which outlines the purpose of each experiment, the hypotheses to prove, and details around the experiment’s design. Determine what metrics can be measured to prove the hypotheses and then gather multiple perspectives to review the brief and ensure the quality of the design and implementation plan. Upon completion of the experiment, track improvements that will help strengthen future effectiveness. (Source: Digital Evolution of B2B Marketing Organizations, Google and CEB, September 2012)

3Look at aggregate trends and patterns over time to make more informed decisions Evaluate data to gain insights into user behavior and consider which attribution model applies the best to your business and marketing efforts. Avoid the pitfall of assigning a value to every placement and constructing a model; look for patterns instead.

4

20% 20%20% 20% 20%

100% 100%

Last interactionPros: easy, intuitiveCons: can overvalue navigational actions at the bottom of the conversion funnel

Last interactionPros: credits campaigns that create awarenessCons: can undervalue navigational actions at the bottom of the conversion funnel

LinearPros: simple; good when trying to maintain contact with customers throughout the sales cycleCons: can overvalue less important mid-funnel clicks

40%

10%10%10%

30%45%

25%15%10%5% 5%

25%15%

45%

10%

Position-basedPros: gives more credit to interactions at critical points in the funnelCons: can give too much credit to navigational clicks or clicks that took place before the sales cycle began

Time decayPros: gives more credit to actions that occurred nearest to conversions; good for short promotions Cons: can give too much credit to navigational clicks or clicks that took place late in the sales cycle

CustomPros: fully customizable (discounting last clicks on brand terms) Cons: requires signifi cant time and energy to create

Align media more effectively Optimize your online media spend based on insights and the right attribution model for your business. Align budgets with marketing channels and multiple touch points in the purchase funnel to maximize eff ectiveness. Once you understand your customers’ journey and where they spend time online, match the message to the mindset to better inform, persuade, influence, and convert your existing audience while reaching new customers.

5Rinse and repeat each quarterConstantly reassess and reevaluate. User behavior is dynamic – in order to be truly effective, your attribution strategy must be as well.6For more information on Attribution, please reach out to your Google team.