Attribution Modeling

    • Let’s Talk Attribution

      It’s safe to say we were all heartbroken when Peter O’Neill couldn’t make it to Hero Conf London 2017. But although his presence was missed, you can still hear his awesome content! Join us to hear Peter’s attribution presentation on Feb. 7th – webinar style! All attribution models are wrong, but some are useful. Except for Data Driven Attribution models of course which just might be right.

      PPC Hero- 9 readers -
  • From Last Click To Position-Based: An Attribution Test

    …An Attribution Test “Whodunit” is more than just a popular detective narrative, it is an important question in PPC as well. Attribution seeks to answer that question. So, choosing the right model for your account is important. In this blog, we’ll cover a quick overview of Google’s attribution, what led us to consider testing a different…

    PPC Hero- 11 readers -
  • Navigating the Complexities of Attribution

    … November 6, 2017 We know, we know…attribution is full of complexities. From the human grasp on attribution to explaining the value to your CMO to the nitty-gritty technical side, we have a whole lot to cover. How are we going to fit this into an hour-long webinar? Challenge accepted. Join C3 Metrics’ Aaron Fletcher and Hanapin’s Jacob Brown…

    PPC Hero- 10 readers -
  • The New AdWords Report That Will Change Your PPC Plans

    … October 31, 2017 AdWords Search once openly offered a report that showed the volume of users you interacted with as well as how many interactions you conducted prior…

    Carrie Albright/ PPC Heroin Paid Search- 20 readers -
  • Data Driven Attribution: The Future for PPC?

    … September 29, 2017 Over the past week or so, I’ve spent quite some time thinking about the future. Not my future per se, but rather the future of digital advertising. A few months ago, I was perusing LinkedIn, catching up on some industry blogs since being out for three months (See It Takes A Village: Keeping Up With The PPC Industry). I read…

    PPC Heroin Affiliate Paid Search- 13 readers -
  • Master List of the Best Ad Tech Platforms for PPC

    … July 27, 2017 Have you ever thought to yourself – man, I wish there was a page where I could find out what ad tech platforms are out there (and the best ones!), without having to spend hours upon hours doing research? Well, guess what, you’re in luck! Each company sent in an overview presentation of their services for your convenience…

    Jamie Newton/ PPC Heroin Paid Search- 17 readers -
  • Using Supermetrics To Report PPC Projected Lag Revenue

    … month, while AdWords attributes that revenue back to the click. This scenario is a common occurrence in accounts and is something that needs to be taken into consideration as month-over-month data is reviewed. Awhile back we looked into this and came up with the process to calculate expected lag revenue in AdWords with the attribution -> time lag…

    Jacob Brown/ PPC Heroin Paid Search- 23 readers -
  • How To Use The Attribution Model Comparison Tool

    … from the initial click on the paid search ad. Attribution Modeling Another item to take into consideration, if customers take longer to complete a purchase, sometimes their path is more complex because they visit the website multiple times through different channels. Many times, we have found the direct channel is getting credit for paid…

    PPC Heroin Affiliate Paid Search How To's- 20 readers -
  • Are You Thinking Of Account-Wide Goals? Let’s Change That Mindset

    … November 29, 2016 Does a conversation like the one below sound familiar? Agency: What goals should we be targeting for this account? Client: Um, we typically shoot for a $100 CPL, but what do you think we should be targeting? So much goes into determining goals – and by no means should the goal stay constant across an entire account…

    Jacob Brown/ PPC Heroin Paid Search- 22 readers -
  • Get Critical Funnel Insights With The Top Paths Report

    … be found under “Tools > Attribution > Top Paths.” At first glance, this tool seems like an unhelpful mess, but with a little organization, it can become one of your top resources you use to review performance. How do you go about getting organized? Through Excel, of course. First, let’s download the data. When downloading the data I typically…

    Jacob Brown/ PPC Hero- 17 readers -
  • Measuring Conversions Post Converted Clicks: Help For The Lead Gen Advertiser

    … August 2, 2016 Last week fellow PPC Hero Emma Franks wrote a great article about Google’s decision to retire its converted clicks metric. The paid search industry has shifted away from strict adherence to a last click attribution model to more flexible models that consider the entire customer journey. Tracking this journey has led Google…

    Jeff Baum/ PPC Hero- 9 readers -