Attribution Modeling

    • 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- 14 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- 20 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

    …?, 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- 20 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 -
  • Take A Walk Down The Conversion Path With Google Analytics

    … Google AdWords attributes each conversion back to the campaign that was last clicked before conversion. Even though you see that a conversion has occurred, you don’t get the whole story. It’s like reading the last page of a novel. You get the end result, but miss all the fun stuff in between the beginning and the end. This post will go…

    Rachael Law/ PPC Heroin Google- 16 readers -
  • Easy Ways To Measure The Value of Branded Campaigns

    … is normally, wouldn’t we have gotten those conversions regardless? Here is the data I used to answer that question, with AdWords Search Funnel metrics as well as Google Analytics Multi-Channel Reports. Using Search Funnels AdWords conversions are attributed using a last-click model of attribution. This means that the keyword that was last…

    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- 15 readers -
  • Reassessing My 2014 PPC Suggestions And Looking To 2015

    … search community is more receptive to social PPC campaigns than ever before. Whereas the traditional thought used to be that spending money on Facebook, Twitter, and LinkedIn didn’t equate to revenue, advertisers now understand the importance of the branding aspect. Also, attribution modeling is taken more seriously. In other words, it’s OK if social…

    Matt Umbro/ PPC Heroin Social Paid Search- 7 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- 6 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- 9 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- 8 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- 7 readers -
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