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 -
Good Facebook Remarketing resources
Hi. Anyone know of any links with guru levels of Facebook Ads and specifically Remarketing on Facebook? Thanks
Conversion Rate Optimization | | YNWA0 -
Advanced Traffic Segmentation?
How to segment the traffic by "primary purpose" and "task completion rate" in Google Analytics? Is there any tool that in your opinion works better than Google Analytics for achieve the same result?Many thanks to everyone that share his experience and tips.
Conversion Rate Optimization | | YESdesign0 -
Can someone give me some good articles about conversion?
I finally bought the seo moz pro version. I consider myself pretty knowledgeable in seo, content/social media marketing, but I am a rookie at conversion optimization. HELP PLEASE! I am trying to convert traffic into phone calls and/or contact forms.
Conversion Rate Optimization | | SwanJob0 -
Good platform for SEO and CRO
From Seomoz thread it looks like many mozzers favor WordPress when it comes to choosing a platform that is optimal for SEO. While I agree I would like to ask your opinion on platforms for CRO.
Conversion Rate Optimization | | OscarSE
Which platform do you think works best for SEO practices and CRO posibilites? It would be great if employees that don't have expert knowledge in PHP and HTML would be able to move contact forms around, places different banners next to the blog post depending on what content they post etc. In this case the meaning is that the website will be built by a professional and used by all different kind of employees with various web design / coding skills. Have a great day everyone!0 -
How to you determine what a good CPA is on an ecommerce site?
Do you calculate shipping, warehouse cost, cost of goods into your CPA? Lets say my current CPA is $20 and average order is $100. Its 20% of each order cost goes to lets say ppc, seo, email or affiliate. Do I include cost of shipping lets say its $7.00 and cost of goods are $40.00 I end up with a profit of $33 and that doesn't include taxes, salary, warehouse cost ect. *this is all hypothetical, Im trying to see if my real CPA is inline or I should work on decreasing it. Any thoughts? Thanks
Conversion Rate Optimization | | perytestusr0 -
What is a good closing ratio? I am at 32%
I have a client I landed about 1 1/2 months ago. The only traffic coming to the site is from Google Adwords. The goal page is the "Get A Quote" page and the closing ratio is 32.4%. So about 1 in 3 visits fill out the quote form. I usually do eCommerce and I am used to seeing 2-3% goal conversions. But 32.4%???? Is that normal for a regular static site (non-ecommerce). It's been like that for a whole week! Should I toot my own horn here?
Conversion Rate Optimization | | Francisco_Meza0