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
-
Requiring customer agree to shipping terms at checkout
I work for an ecommerce company that has many of its shipments go by LTL freight. Our customer service team has issues with a few customers per month that aren't equipped to receive freight shipments which leads to returns and other issues. In an effort to better inform our customers, the customer service team is requesting that we add a checkbox to the checkout that requires customers to agree to our shipping and returns policy, including a link to the policy page. I am wondering how concerned people here would be that requiring the customer to check a box agreeing to those terms would lead to more customers abandoning during the checkout process. Or do you think it's not a concern? Thanks for your thoughts.
Conversion Rate Optimization | | Kyle_M0 -
Custom funnel tracking - Google analytics - premium or normal
If I have funnel with more options on same step. E.g. PDP (product detail page) --> "Sign in page A" or "Sign in page B" (customer can choose) --> "Thank you page" How can I track both options in same funnel? Because if I set funnel in analytics like: 1. step: PDP, 2. step: Sign in page A and step 3: Thank you page -->
Conversion Rate Optimization | | Tormar
I would see "Sign in page B" like exit page, but it is not, because customers can choose and come through A or B "sign in" page. Pls help. Ty. 🙂0 -
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 -
Is putting an email address in the page title a good idea?
As our Contact Us page title was a little short I added in sales@example.com So "Contact us : Sales@example.com" We don't get a lot of spam and it hasn't noticeable increased since we did this. Tynt suggests that a reasonable number of people have copied and pasted the email - presumably to contact us Is it worth experimenting with further or a waste of time?
Conversion Rate Optimization | | Zippy-Bungle1 -
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 -
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 -
Can fun, slightly unprofessional text be good for conversion rates?
I operate on a freemium model. The three plans are currently called "Free", "Gold" and "Platinum". Besides being incredibly square and boring, these titles are also meaningless. I'm doing a slight redesign of my site, and the new (unreleased) site has a very fun, playful feel. I'm also trying to make everything more streamlined and obvious. I'm considering renaming the three plans "Boring Amateur", "Kick-Ass Amateur" and "Bona Fide Professional" on the registration page and simply "Boring", "Kick-Ass" and "Professional" elsewhere. There are lots of places on the site where I have to refer to "amateurs" vs "professionals" - these tags would make that easier to explain. Easier = more sales. What do you think about using unprofessional text like this? Is it too risky, possibly offending too many people and losing sales? Or is it a good eye-catcher? I know the best answer is "test it." But this is one of those changes that I don't want to have to put my users through too many times. Thanks for any thoughts!
Conversion Rate Optimization | | PatrickGriffith0