Attribution modelling
lets you identify the conversion paths that lead to successful sales and
conversions. You can compare the channels
of interaction using the model comparison tool and find out which channel is
leading to maximum sales.
lets you identify the conversion paths that lead to successful sales and
conversions. You can compare the channels
of interaction using the model comparison tool and find out which channel is
leading to maximum sales.
You need to have an
idea of multi channel funnels before you can understand how attribution
modelling works. So, here is a quick guide to
multi channel funnels. After you have finished reading this tutorial and understood the concepts behind first
interactions, assisted interactions and last interactions, you may read ahead
in order to understand deeply about
attribution modeling.
idea of multi channel funnels before you can understand how attribution
modelling works. So, here is a quick guide to
multi channel funnels. After you have finished reading this tutorial and understood the concepts behind first
interactions, assisted interactions and last interactions, you may read ahead
in order to understand deeply about
attribution modeling.
How Attribution Modeling
Works?
Works?
Attribution Modeling
calculates the credits given to a particular channel that assists in
conversions or that has the maximum role play in
generating conversions. In this type of setting, the credit given to any
channel/channels of conversions depends on
the type of attribution model used. By default, Google provides 8 different
types of attribution models.
Let us learn them one by one.
calculates the credits given to a particular channel that assists in
conversions or that has the maximum role play in
generating conversions. In this type of setting, the credit given to any
channel/channels of conversions depends on
the type of attribution model used. By default, Google provides 8 different
types of attribution models.
Let us learn them one by one.
 |
| Linear Model in Analytics (Image credit: Google) |
Types of Attribution
Models in GA
Models in GA
Following 8 kinds of
default attribution models are present in Google Analytics.
default attribution models are present in Google Analytics.
Last Interaction
Last Non Direct Click
Last Adword Click
First Interaction
Linear
Time Decay
Position Based
Example
Let us take an example
and see how each model affects the value of conversion. Suppose, I sell chocolate
cakes online. I use seo, paid search, social media and email marketing as
channels in my online marketing
campaigns. Now, I wish to identify which channel is providing me the maximum
conversions. I also understand that Direct
visits is also a channel which Google tracks. People visiting my site directly
may have learned about it through any
of the channels present in my online marketing campaign. So, I will track that
also.
and see how each model affects the value of conversion. Suppose, I sell chocolate
cakes online. I use seo, paid search, social media and email marketing as
channels in my online marketing
campaigns. Now, I wish to identify which channel is providing me the maximum
conversions. I also understand that Direct
visits is also a channel which Google tracks. People visiting my site directly
may have learned about it through any
of the channels present in my online marketing campaign. So, I will track that
also.
A customer finds my
site by using organic search. After a day the same customer clicks on my
adwords ad and finds out more about my company.
Another day passes and now the customer visits my site through a social media
campaign and registers on my site.
Remember, actual sale has not happened yet. Now, the customer already knew
about my brand and services. He again
visits my site through my email marketing campaign that I usually send to my
registered users. But, alas conversions still
not happens. After another day, the customer visits the site directly and makes
a purchase.
site by using organic search. After a day the same customer clicks on my
adwords ad and finds out more about my company.
Another day passes and now the customer visits my site through a social media
campaign and registers on my site.
Remember, actual sale has not happened yet. Now, the customer already knew
about my brand and services. He again
visits my site through my email marketing campaign that I usually send to my
registered users. But, alas conversions still
not happens. After another day, the customer visits the site directly and makes
a purchase.
Yippy! I got one
conversion.
conversion.
As you can see, there
were so many channels involved in making a conversion happen. If there are 100
conversions happening on my site
each day, how can I find out which channel is helping me in increasing my ROI?
The answer is, with the help of
attribution modelling and the model comparison tool.
were so many channels involved in making a conversion happen. If there are 100
conversions happening on my site
each day, how can I find out which channel is helping me in increasing my ROI?
The answer is, with the help of
attribution modelling and the model comparison tool.
Here is how the
calculation would be done:
calculation would be done:
Last Interaction: As per
the example given above, Google will give 100% credit to the direct channel
because it was the last interaction
right before the conversion.
the example given above, Google will give 100% credit to the direct channel
because it was the last interaction
right before the conversion.
Last Non Direct Click:
Here, Google will give 100% credit to my email marketing campaign as this
was last channel to send me non direct
clicks.
Here, Google will give 100% credit to my email marketing campaign as this
was last channel to send me non direct
clicks.
Last Adword Click: In
this model, my adword campaign would be given 100% credit for the conversions
as it was the only adword click to happen
in the entire conversion process.
this model, my adword campaign would be given 100% credit for the conversions
as it was the only adword click to happen
in the entire conversion process.
First Interaction:
Remember, the first time the customer visited my site was through organic
search (SEO) so organic search would be given
100% credit for initiating the conversion.
Remember, the first time the customer visited my site was through organic
search (SEO) so organic search would be given
100% credit for initiating the conversion.
Linear: In this model,
each of channels involved in the conversions would be given equal credit. In
the example above, 5 channels are used
namely organic search, paid search, social media, email marketing and direct
traffic. Hence, each of these 5 channels
will be given 20% credit each. I always prefer this mode of measurement because
it gives me a rough overview of the
channels that are playing an important role in making a conversion
happen.
each of channels involved in the conversions would be given equal credit. In
the example above, 5 channels are used
namely organic search, paid search, social media, email marketing and direct
traffic. Hence, each of these 5 channels
will be given 20% credit each. I always prefer this mode of measurement because
it gives me a rough overview of the
channels that are playing an important role in making a conversion
happen.
Time Decay: In this
model, the channels that are closest in time to the sale will get the maximum
credit. Similarly the channels that are
far in time to the sale will get less credit. Here, the direct channel and the
email marketing campaign will receive
the maximum credit while organic search will receive the least credit.
model, the channels that are closest in time to the sale will get the maximum
credit. Similarly the channels that are
far in time to the sale will get less credit. Here, the direct channel and the
email marketing campaign will receive
the maximum credit while organic search will receive the least credit.
Position Based: The
first and the last interactions are given 40% of the credit and the assisting
channels are given the remaining 20%.
This gets divided equally between each of the assisted channel used. Here,
Organic search and email campaign will receive
40% of the credit and the remaining 3 channels namely paid search, social media
and direct channel will receive
around 6.6% credit each.
first and the last interactions are given 40% of the credit and the assisting
channels are given the remaining 20%.
This gets divided equally between each of the assisted channel used. Here,
Organic search and email campaign will receive
40% of the credit and the remaining 3 channels namely paid search, social media
and direct channel will receive
around 6.6% credit each.
The Model Comparison
Tool
Tool
You can use the model
comparison tool in Google Analytics in order to compare the attribution models.
You can find the model comparison tool
under Conversion tab in the Attribution section. Here you can choose any of the
models and compare them by
setting the number of days in the look back window. By default, the lookback
window displays 30 days.
comparison tool in Google Analytics in order to compare the attribution models.
You can find the model comparison tool
under Conversion tab in the Attribution section. Here you can choose any of the
models and compare them by
setting the number of days in the look back window. By default, the lookback
window displays 30 days.
It can track a maximum
of 90 days.
of 90 days.
Also See:
