Google Analytics

Google Analytics: Attribution Modeling

Google Analytics is a lifeline for Digital Marketer. Without Google Analytics we may not be able to run an effective campaign as we run today.  You must have seen many paid Analytics services for which you have to pay a huge amount which every company can’t afford.

However, Google Analytics also have their premium services but you will need those only if you have huge traffic ( more than a million per day) on your website. Otherwise, basic Google analytics is enough for any small to mid level companies.

Using Google Analytics you can get a number of users visited your website, sessions created by those users, how many of them have bounced, average session time, average page views, track goal, set up the funnel and much more ( I will cover all these in other articles).

At the end, we all want to see the conversion. I have seen many entry level marketer who only use to check which source/medium is driving the conversion and strategize their campaign accordingly. But this is not the right way to see the data because few campaigns may not be directly driving the conversion but it may be introducing the brand to new users.

One must dig down into these data before campaign optimization. These can be easily found under Multi-Channel Funnels & Attribution reports in Google Analytics. In this article, we will cover Attribution modeling and some other I will write about Multi-Channel Funnels.

Google Analytics Attribution Modeling

You will find a screen as shown in above picture while accessing Google Analytics Attribution Modeling report. In this report, you can check last interaction, first interaction time decay etc. for all channel grouping. Let’s dig down in each interaction type in details:

Last Interaction attribution model:

In Last interaction attribution model conversion credit goes to the last click before the conversion. Let’s take an example, A user visited your website by clicking on your Adwords ad. After a week the same user came through an email campaign. A day later he/she came directly to your website and the same day he/she came through a social network website and make a conversion. In this scenario, conversion credit goes to Social Network

Last Non-Direct Click attribution model:

In Last Non-Direct Click attribution model conversion credit goes to the click happen just before the click which drove the conversion. Going by the above scenario, in this model conversion credit will go to Direct.

Last AdWords Click attribution model:

In Last Adwords Click attribution model credit goes to the last AdWords click.  Going by the above scenario, in this model credit will go to the first and only click happened through Google Adwords.

First Interaction attribution model:

In first interaction attribution model, conversion credit will go the first click happened in conversion journey. In this scenario, Adwords will receive the conversion credit.

Linear attribution model:

In Linear attribution model each channel in conversion journey will get equal credit. Going by the above scenario, all 4 channels will receive equal credit for the conversion.

Time Decay attribution model:

In Time Decay Attribution model latest touch point before conversion will receive most credit. If we try to understand by above example social network will most credit followed by direct & email campaign. Whereas Adwords will get significantly less credit for t

Position Based attribution model:

In position based attribution model 40% credit will go to both first and last click and 20% will be divided equally in rest of the channel. In above example, social network & Adwords will get 40% credit and direct & email campaign will receive 10% credit.

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