One click conversions - First or Last Interaction in Google Analytics
Multi touch attribution is critical in this day and age with some much cross chanel marketing. Multi touch attribution is the process of allocating 'credit' for a website conversion between the many touch points online; social media, SEO, SEM, display, referrals, eDM etc. When you understand how a channel contributes to the overall conversion be it a sale or an enquiry you will have a much better picture of your Online Strategy than by simply looking at the last click. And heaven fobid, if you don't even track conversions / sales on the website you are in massive trouble.
Depending on the client and their typical conversion pathway I tend to use the following attribution model;
- First Click = 28%
- Assist Clicks = 14%
- Last Click = 58%
This balances the top end of the conversion funnel with the channels / keywords which do the actual conversion of sales or leads.
This brings me to the topic of todays post - is a conversion that happens in one visit a first click attribution, or a last click attribution? or both? This would obviously impact your attribution models as if it was both then you would be doing a great deal of double counting and all of your models would be skewed.
First click or Last click attributionContinue Reading
You Got to Have Fun...
A recent visit to the annual AdTech Conference at The Hilton, re-enforced a key and fundamental point in great ideas, design and innovation. On the day, I had the pleasure of two interesting speakers but the one that stood out for me was the creative lead at Google, Tom Uglow.
In a way, this blog article follows on from my previous write-up: “At The Computer or Away From The Computer?” Tom emphasised in his presentation that a lot of the great ideas comes from: Playing, Experimenting and Having Fun, which leads to innovation. At the Google labs, it is quite the norm to see guys playing in one corner. While some may ask such questions: “What on Earth are those guys doing?” and “Why are they wasting time?”; I have come to complete agreement that innovation and great ideas can and do come from “FUN”. This is where the spontaneous and original ideas come from.
Me having fun...Continue Reading