Attribution Modeling

    • How To Use The Attribution Model Comparison Tool

      January 25, 2017 Have you ever taken a deeper look into your customers’ behavior in Analytics? For instance, how long does it take your customers to convert? Understanding your customers’ buying journey is a complex task, but it is worth exploring to understand how they typically shop. Discovering how long your customers take to convert can help you verify that you are measu ...

      PPC Heroin Affiliate Paid Search How To's- 18 readers -
  • Are You Thinking Of Account-Wide Goals? Let’s Change That Mindset

    …?, is it pages visited? should they be hitting a certain page?). Be sure to send users in the research stage to more research-oriented pages and not just PPC-specific pages with lead forms. These are all items you need to be thinking about. In this scenario is there a perfect answer? No. With all of the attribution models available, I think…

    Jacob Brown/ PPC Heroin Paid Search- 9 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- 6 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- 6 readers -
  • Take A Walk Down The Conversion Path With Google Analytics

    … through different uses for the Top Conversion Paths report and the dimensions available in it. Key questions are listed with each dimension, to help you pull some insights out of the report and optimize your account. Channel Grouping Paths This report can be found in Google Analytics by navigating to “Conversions > Multi-Channel Funnels > Top…

    Rachael Law/ PPC Heroin Google- 13 readers -
  • Easy Ways To Measure The Value of Branded Campaigns

    … in your branded terms. Make sure when you define this you use at least the ‘Keyword Contains’ and ‘Medium exactly matches cpc’. Creation of Branded Traffic Channel Save the data and then search for “Branded Traffic” and you will get to see a nice chart of all the channels over the time period that included some interaction with your branded CPC…

    Sarah Stemen/ PPC Heroin Paid Search- 9 readers -
  • Using Google Analytics for AdWords Conversion Tracking

    … Everyone accepts the tenet that conversions matter. Any successful marketing campaign needs some form of conversion tracking, whether they are sales, leads, or e-mail sign ups. Most often accounts default to utilizing the AdWords conversion code. This simple to implement code automatically fires anytime someone reaches a certain stage…

    Jacob Fairclough/ PPC Heroin Paid Search Google- 10 readers -
  • Reassessing My 2014 PPC Suggestions And Looking To 2015

    … to be crucial in 2015 and most likely be the top revenue generators in accounts. However, Google won’t be the only PLA platform that advertisers should focus. I fully expect that Amazon and Bing Product Ads will show growth in 2015. After going somewhat under the radar in 2014, these platforms have been making improvements in an effort to capture some…

    Matt Umbro/ PPC Heroin Social Paid Search- 5 readers -
  • Effective Google Analytics AdWords Data Integration

    … to clients. There are various types of models which are covered in more depth in this Google Analytics and Attribution Modeling Guide by our Head of R & D. When comparing models and e-commerce metrics, GA provides: Conversions & CPA, Conversion Value & ROAS as well as Conversions & Value. What’s great is that this comparison alongside…

    PPC Heroin Paid Search Google- 4 readers -
  • Introducing the Stockton Report: Find Keywords with Hidden Value

    … PPC Hero series week wraps up today as Kevin looks at how to find keywords with hidden value. Take a look at all report focused posts this week, including Carrie’s take on location extensions, Jacob’s assessment of the destination URL report, Kayla’s look at how to use client service reports to improve retention, and Rachael’s insight into two…

    Kevin Klein/ PPC Heroin Paid Search- 8 readers -
  • 9 Things You Need To Know About PPC Analytics [New Webinar!]

    … Running effective PPC campaigns can be competitive and expensive (really expensive if you’re not careful!). As a digital marketer, its important for you to run efficient and successful campaigns that create maximum value for your clicks. Are you measuring your campaigns? Better yet, are you effectively measuring your campaigns? Join…

    Jamie Newton/ PPC Heroin Paid Search- 6 readers -
  • PPC Attribution: Bury The Last Click And Move On [New Webinar!]

    … Are you still only crediting the last click when you measure your marketing success? We hate to break it to you, but last click attribution is dying and no longer valid today. Modern analytics platforms allow you to go beyond last click and see all the interactions a user makes with your brand before the conversion. We all know different PPC…

    Jamie Newton/ PPC Heroin Paid Search- 6 readers -
  • Advanced ABCs of PPC – Terminology & Strategies to Remember

    … to that opportunity on the B2B/lead generation side. The targeting capabilities are truly phenomenal and as the interface and engine continue to mature we'll continue to gain further usability. Yet again, getting in this space ahead of the competition (if they're not there already) could be a deal breaker later. M is for Multi-Channel Attribution…

    Kayla Kurtz/ PPC Heroin Paid Search- 7 readers -
  • How To Do Attribution Modeling & Budget Allocation

    … In my last post, I covered customer lifetime value calculations and how to leverage CLV to identity high- and low-value audience segments. One of the most effective use cases for CLV is around budget allocation. Combining channel attribution modeling and CLV calculations, we can make highly calculated decisions around which channels are over…

    Benny Blum/ Marketing Land- 25 readers -
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