Web Analytics Training: Attribution Modelling in Google Analytics


have you ever received an email from a
client which reads something like hi I will put payment through but I have to
ask are you happy with the results so far our cost per acquisition is so high
we do not see any ROI for our AdWords campaigns if this continues after this
month we will have to discontinue using your services regards your client it is
frustrating to hear this from your client right in this email the client is
referring to cost per acquisition as reported by Google Adwords
which is actually the cost per last and click acquisition here the client is
probably not aware of how Google Analytics and Google AdWords actually
attribute conversions and that if a keyword is not directly completing a
conversion it may be initiating a conversion or assisting a conversion
since the client is not aware of the last ad click attribution model used by
Google Adwords and not really familiar with attribution modeling in general he
has no reason to doubt his interpretation of data he simply
believes whatever he see in analytics reports and think that he can accurately
interpret Google Analytics and Google AdWords reports but analytics reports
are not what you see is what you get there are what you interpret is what you
get attribution modeling is an advanced Google Analytics concept and pretty
difficult to understand even for an experienced internet marketer for an
average Jew like your client it is completely an alien concept it is not
really your clients fault if he does not understand customer journey and how
conversions are attributed by Google Analytics and AdWords it is actually
your fault for not taking the time to educate your client and in the end if
you do not explain attribution modeling to your client it is your loss your
client would not understand the true performance of marketing campaigns would
not see any ROI and may start looking for another service provider in the next
few minutes I will show you what attribution modeling really is and how
you can explain it to your clients but first let me ask you one simple question
how confident are you on the scale of 1 to 10 that your Google Analytics data is
accurate I asked this question because I have audited hundreds of google
analytics account in my career and 9 out of 10 accounts have got at least one or
two major tracking issues and dozens other minor issues I have discovered
major tracking issues even when some of my clients were 100 percent confident
that they were tracking data accurately and they don’t have the need to fix any
tracking issues we need accurate data in order to do accurate analysis any
analysis based on an accurate data will not be accurate and when the data
analysis is not accurate then conclusions drawn from such analysis
won’t be accurate either and most likely will result in monetary loss this is the
amount of money you lost because of wrong business and marketing decisions
based on inaccurate data so can you afford to keep making business and
marketing decisions based on flawed or incomplete analytics data can you afford
to keep making business and marketing decision under the assumption that your
analytics data might be accurate of course not that’s why you need to first
fix your data collection and data integration issues before you start your
analysis before you start attribution modeling let us start with customer
journey customer journey is complicated customers do not always use the
navigation path you expect them to follow so there is no guarantee that a
customer who land on the website via PPC landing page will not navigate to the
homepage in a different web session before making a purchase customers
switch between marketing channels a customer may visit your website the
first time via paid search ad but can return to your website buy a branded
organic search term or directly and make a purchase so you may think that your
paid search ad is not working but in reality it is customers do not always
use the same device when they return to a website so they may browse your
product page via laptop at work and then browse the rest of the website via
tablet at home and may buy your product the next day via mobile at work for
google analytics the person who browsed the product page via laptop at work is
different from the person who brow the rest of the website via tablet at
home and is different from the person who bought the product via mobile the
next day this is because cookie information is not shared across devices
so in such case here is how Google Analytics will record user activities
person one browse the product page via laptop but didn’t make a purchase so
AdWords ad will not get credit for conversion person to browse a lot of
pages on the website but didn’t make a purchase person 3 came to the website
directly via mobile device and made a purchase when in fact person 1 2 & 3 are
same so online customer journey is complicated the next thing that you need
to explain to your client is that marketing channels affect each other
performance because people can use multiple devices and multiple marketing
channels during their purchase journey any improvement or decline in the
performance of one marketing channel impacts the performance of other
marketing channels so say if you suddenly switch off all of your PPC
campaigns you are most likely to see a decline in direct traffic organic
traffic can impact the CTR of PPC ads as when people see double listing both paid
and organic listing they are more likely to click on an ad as such decline in
organic traffic can reduce the CTR of PPC campaigns and hence the PPC traffic
similarly people who are exposed to a brand for the first time by a paid
search may return to the website via branded organic search or directly so
any decline in PPC traffic may negatively impact branded organic search
traffic as well as direct traffic in a multi-channel multi-device world
different marketing channels and devices work together to create customer
experience and conversion so we do not optimize just for SEO or just for email
or just for PPC we optimize for customers regardless of the channel or
device they come from the next thing that you need to explain to your client
is the truth about direct traffic and branded traffic they are overrated and
are overvalued by Google Analytics you have most likely noticed that direct
traffic and organic traffic are being attributed a lot of sales in Google
Analytics reports well guess what you are not alone it is a pretty common
occurrence regardless of your clients industry I worked for many online
retailers and I have got access to dozens of Google Analytics accounts and
almost all of them have got direct traffic and organic traffic as one of
the top revenue generators how come direct and organic traffic are being
attributed so much sales let the truth be told customers generally do not
convert on their very first visit to a website whether they come through
branded keywords or non branded keywords or some other marketing channel so
return visit is most likely to happen before a transaction take place on the
website the two most common ways a customer returned to the website are
direct and through branded organic keywords these ways are often used
because they are easy to follow it is easy to a return to a website by typing
part of the website URL in the browser window or by searching for the brand
name in Google as brand name is easy to remember because of such user behavior
direct traffic and branded keywords end up being attributed a lot of sales and
other conversions by Google Analytics all untagged or improperly tagged
marketing campaigns from display ads to emails could be treated as direct
traffic by Google whenever it refer is not passed the traffic is treated as
direct traffic by Google for example mobile applications do not send a
referrer word PDF documents do not send a referrer 302 redirects sometimes
caused the refer to be dropped sometimes browsers do not pass the
referrer during HTTP to HTTPS redirect or vice versa the refer is not passed
because of security reasons all such traffic is treated as direct traffic by
Google so on the surface it may look like that majority of traffic and sales
is from direct traffic but it may actually be only a small fraction of
traffic and sales which is from direct traffic and the rest is from display ads
email organic search social media and the applications and
campaigns in which the refer was not passed in case of keywords it is very
common for google analytics to attribute majority of sales and conversion to
branded keywords but do you really think your brand name is generating all that
traffic and sales users do not always search for your brand name and then make
a purchase straightaway they generally start their search with a non branded
and generic search term then they refine their search queries as they get better
understanding of what exactly they are looking for since website or brand name
is easiest to remember among all search terms user often search for them to
return to your website before making a purchase
hence branded keywords end up being attributed a lot of conversions and
sales by a Google Analytics that is why you do not see many non branded keywords
being attributed sales in Google Analytics which gives you the impression
that generic keywords do not work and it is just branded keywords doing all the
magic both branded keywords and direct traffic are actually demand which
generated as a result of other marketing activities people would not
automatically start searching for your brand name without knowing about it in
the first place they first need to see your brand being mentioned somewhere
similarly people would not automatically start coming to your website directly
without knowing about it in the first place they first need to see your brand
being mentioned somewhere the role of marketing channels like PPC display ads
etc is to create that demand if these marketing channels are not directly
completing conversions they may be insisting conversions so what you need
to remember and explain is that customer journey is complicated customers switch
between marketing channels customers do not always use the same device to return
to your website marketing channels affect each other performance direct and
branded traffic are overrated in a nutshell this is what attribution
modeling is there is an entire training module on attribution modeling and web
analytics training course where I have explained attribution modeling in great
detail but web analytics goes way beyond attribution modeling
if you are into e-commerce in any capacity whether you were an
entrepreneur marketing professional business owner web analyst conversion
optimizer or data scientists you need better understanding of your analytics
data you need to know how the analytics insight can be used to optimize your
website and marketing campaigns for sales and conversions you would be
interested in learning more about web analytics conversion optimization and
Google Analytics to meet such objectives we provide web analytics training course
to marketing professionals and corporate the web analytics training course is
eight weeks online training program with lifetime access to the study material
what that means this course has been designed to be completed within eight
weeks but you can choose to complete this course at your own pace the aim
here is to conduct a very focused and meaningful analysis from the very start
the aim is to quickly deliver recommendations and rapidly deploy
solutions which solve your customers problem either wholly or in parts there
is a strong focus on interpreting data correctly the majority of optimizers do
not really understand data they have no idea how the data was collected or
whether it can be trusted they can’t differentiate between quantitative
analysis and qualitative analysis and actually think that one is better than
the other they run tests after tests without sound knowledge of maths and
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evaluating web page designs and running series of a/b tests you need to do lot
more than evaluating page designed to improve the business bottom line web
analytics is the core skill Google Analytics is just a tool used to
implement web analytics using Google Analytics without the understanding of
web analytics is like aimlessly driving around in a car in a big city you have
all the data you need but you don’t know how to use and interpret it correctly
the cornerstone of every successful analysis is moving in the right
direction the direction in which your analysis
will move will determine the direction in which your marketing campaigns and
eventually your company will move to get the highest possible return on
investment my course aim to give you that direction
through this course you will learn to avoid all these mistakes which others
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main highlights of this course learn and master web analytics conversion
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following are the course objectives learn to create a strategic roadmap for
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eight weeks more than 700 marketing professional and optimizers from all
over the world are currently enrolled in his training program but you must act
now the right time for taking this course is now let me give you one
real-life example one day in 2012 I got an email to take a new course on web
analytics which was directly coached by Avinash Kaushik yes the world famous
analytics guru who worked for Google the fees of the course was over three
thousand US dollars not a small amount for me but I didn’t think thrice and
took the course had I waited long enough I may have missed my chance to be
coached directly by Alvin OSH as his company was acquired by simply learned
back in 2015 and he is now no longer coaching new students that’s how people
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start now take this course while it is still available we would not be able to
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web analytics training course even if it’s 2:00 in the morning

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