Any good and advanced custom attribution model?
-
Does anyone of you has some good and advanced custom attribution model for sharing or some advanced use case?
I have over 1000 campaigns per month from all sources and I don't know how optimise them?
Most of my adwords campaigns have impressions share close to 100%.
-
I actually haven't heard of that, but it might be referring to how conversions are counted after attribution modeling is applied? Example (with totally made-up numbers):
AdWords has 100 conversions when using a last-click model. When applying a first-click model, AdWords only has 25 "weighted conversions".
That's just a guess though. I also can't find any additional information on it. Do you have a source where you saw that term that I can read? That'd help.
-
Thank you. I should ask you one more question, I can't find it.
Do you know meaning of "weighted number of conversions" in attribution models?
How analytics calculate it? Do you have any example?
-
A lot of people don't like last click because it gives all of the credit for a conversion to the most recent interaction before the conversion happened. While there's some merit to that, it completely ignores the many other touchpoints a customer interacted with before they converted. For example, a customer could visit your site, see an ad on Facebook, receive an e-mail, search for your brand on Google and click an ad there, and then convert. With last click, paid search would get 100% conversion credit in that case. This link helps explain the different models:
https://support.google.com/analytics/answer/1662518?hl=en
I may be misunderstanding the second question, so let me know if I'm off base on this next response. If you're seeing that you're getting a lot of conversions off of impressions (viewthrough conversions) over click conversions, it could be worth investing a bit more in those campaigns. You'd really need to look at your attribution model comparison to see how much those impression-based conversions are really impacting things. A lot of digital marketers prefer click conversions as they're easier to defend as legit than viewthrough conversions, so be a bit wary about those, but I wouldn't ignore them completely.
When comparing models, I'd start at a high level and drill down as necessary, so check things out by the MCF Channel Grouping dimension first.
Are you asking about the Last Non-Direct Click model? I believe direct traffic is excluded there so people can get a better idea of what channels typically lead people to the site before converting, but I'm not sure.
This might be some good reading for you if you want to learn more about attribution and pros and cons for the various models:
-
Yes, I've been using model comparison tool. But I have few questions.
When I compare models, last click is always the best in my case, but recommendations are completely different. Should I ignore it?
If I've seen that Impressions are better then click like interaction type, should I create (or increase ratio) impressions campaign?
Also, when you compere some models, do you usually test models on type of traffic, or you compere some campaigns, or goals?
Also, if I exclude direct traffic from last step, I would automatically have better results from other sources, but in reality you would have the same ratio of direct traffic because you can't directly increase or decrease it. I don't understand that.
-
Hi Tormar,
Are you using GA? If so, have you used the model comparison tool? That might give you some ideas for what model makes the most sense for your needs. If that's not quite enough, I've heard good things about Interstate Analytics, which is a pretty low cost tool that you can use for attribution as well.
Hope that's helpful!
Phu
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
How does Shopify attribute conversions?
I'm trying to resolve a number of conversion discrepancies found in Google Analytics. I discovered that Shopify also provides its own 'conversion details'. In some cases they correlate, which is awesome! But in many cases they do not. Anyone know why this is? And which is more reliable (remembering that Shopify is an actual, real order)? Does anybody know how Shopify attributes conversions (ie. last click, first click, or some hybrid of the two)?
Conversion Rate Optimization | | muzzmoz0 -
Advanced reporting for e-commerce
Hi Mozzers, We are looking at expanding our analytical reporting for e-commerce. I want to know more about what customers are doing on the website and how we can interact with them. For example, how many customers make X amount of purchases and what their conversion rate is etc. I've looked at More2 and I know Analytics can give me some of this data but want to know more. Anyone have any software ideas? Thanks, Karl
Conversion Rate Optimization | | KarlBantleman0 -
Please can anyone recommend any GOOD 'TRAFFIC BUYING COMPANIES ?
Hi Guys I really need some help here I am looking for some good traffic buying companies where we can buy traffic from that can will help us to generate leads from our own website. We want to 'buy traffic' that is targeted and generate leads from our website. We are running Google ad words but it is now becoming more and more expensive to run! Please can anyone recommend any good companies ? Thanks Gareth
Conversion Rate Optimization | | GAZ090 -
Customer journey / customer drop off
Hi All, I would like to understand how visitors navigate through my site and find out where the main drop out areas are (i.e. what pages / sections of the site do users leave on). I will then be segmenting by mobile, tablet, new visitor, returning etc. to see how the various subsets of users behave. To do this I generally do the following: Identify main sections of the (ecomm) site: homepage, category pages, product pages, cart, checkout 1, checkout 2, checkout x, payment confirmation. For each section above I either use a segment to isolate that section of the site, either by regex or a simple page selector and apply to the Audience >> Overview report and record the resulting session count. OR I filter the Behaviour >> Site Content >> All Pages report to isolate the various site sections and record unique pageviews. I then plot these figures horizontally under a heading for each section of the site representing a flow between the pages of the site with a calculation showing the difference between each section of the site which represents user drop off. Hope that makes sense. What I am interested to know is, do you have any better suggestions to the process laid about above. Do you see any issues with this process?
Conversion Rate Optimization | | datarat1 -
Magento Plugin that speeds up loading time - Too good to be true??
Hi everyone, Has anyone ever used this plugin http://templates-master.com/magento-page-cache-extension.html? I am looking for solution for my Magento websites. They all seem to be a bit slow no matter what web host I use. Thanks Carla
Conversion Rate Optimization | | Carla_Dawson0 -
Attribution Modeling with Offline Variables
Is there a way to say with certainty, "Online marketing generated this sale," when you have a team of sales people and customer service people on the phones? If we can't get as close as to a single transaction, what other indicators can be used to show cause-and-effect that sales increased with online marketing efforts?
Conversion Rate Optimization | | PatriotOutfitters810 -
E-commerce Customer Reviews/Ratings Solutions?
Hi all, Was wondering if based on your experience you could recommend E-commerce customer reviews/ratings solutions? Or if you prefer to use in-house built solutions. I currently have proposals from bazaarvoice, Shopzilla and Reevoo. Cheers
Conversion Rate Optimization | | Carlos-R0 -
When is it good to use target="_blank"
Hi! Just wondering about user experience and when to use target="_blank" in links on the website. Let's take homepage, for example. Is it better to have social media icons (for Facebook page or Twitter or Google+ page) open in a new window on homepage? When is it appropriate to use target="_blank" and when using it is too much for a user to handle? Am I right to say that target="_blank" should be used when you don't want that link to get on the way of what visitor is doing? What's best for conversion? If you have some resources on the subject - feel free to share them. Thanks! I appreciate all responses!
Conversion Rate Optimization | | MaxMinzer0