Marketers have known for some time that paid search, SEO and other marketing channels can no longer be evaluated as stand-alone investments. Yet many brands still struggle to find an attribution model that makes sense, and far too many still rely on first- or last-click models. Angus' SearchLeeds talk took a cold hard look at the mathematics behind attribution, and provided insights into Google Attribution and Google Attribution 360.

1. Angus Hamilton – Chief Technology Officer
Enterprise attribution

2. Agenda
What is it?
Why now?
Deep dive – the value of
attribution?
Case studies
What you should do next

3. We are
SEARCH LABORATORY
SEO PPC International Analytics and
Data Science
Digital
Strategy
Social MediaProgrammatic Google
Analytics 360

4. Accreditations

5. What is it?

7. Attribution is the science of assigning credit
to the marketing touchpoints that a customer
was exposed to prior to their purchase.

8. Why now?

9. Why now?
Cross channel measurement and attribution is the
number 1 tactic that occupies digital marketers’ time
81% of marketers want to know more about
attribution
No.1
81%

10. Why now?
Analytics got good
Maths got good – and accessible𝑩 >
𝟏
𝒏
෍
𝒊=𝟏
𝒏
𝒙𝒊

11. The value of attribution

12. New ecommerce site – PPC only
1. Existing shop
2. New online presence
3. Tries a PPC campaign
Impressions CTR Clicks CVR Sales
Profit
per sale CPC
Gross
profit Cost
Net
profit
PPC generics 100,000 5% 5,000 2.0% 100 £150 £1.00 £15,000 £5,000 £10,000
PPC brand 1,000 10% 100 10.0% 10 £150 £0.10 £1,500 £10 £1,490
Gross profit £16,500
Cost £5,010
Net profit £11,490

13. New ecommerce site – Display only
1. Existing shop
2. New online presence
3. Tries a display campaign
Impressions CTR Clicks CVR Sales
Profit per
sale CPM
Gross
profit Cost Net profit
Programmatic
prospecting 1,000,000 0.05% 500 1.00% 5 £150 £1 £750 £1,000 -£250
Gross profit £750
Cost £1,000
Net profit -£250

14. But channels interact
PPC generics CTR +5%
PPC brand search +5%
CVR PPC generics +5%
CVR PPC brand +5%
PPCDisplay

15. Run campaigns together – PPC results
Impressions CTR Clicks CVR Sales
Profit per
sale CPC
Gross
profit Cost
Net
profit
PPC generics 100,000 5% 5,000 2.0% 100 £150 £1.00 £15,000 £5,000 £10,000
PPC brand 1,000 10% 100 10.0% 10 £150 £0.10 £1,500 £10 £1,490
PPC generics CTR
PPC brand search
CVR PPC generics
CVR PPC brand
+5%
+5%
+5%
+5%
5.25% 5,250
1,050 105
2.1%
10.5%
110
11
£5,250
£10.50
£16,500
£1,650
£11,250
£1,639
12.5% uplift in profit

16. Gross Profit Cost Last click ROI True ROI
Uplift vs
Last Click
PPC generics £16,500 £5,250 3.14 2.86 -9%
PPC brand £1,650 £11 157.14 142.86 -9%
Display £750 £1,000 0.75 2.40 +220%
How to react
£15,000
£2,400
£1,500

17. Reality
PPC generics CTR +5%
PPC brand search +5%
CVR PPC generics +5%
CVR PPC brand +5%

18. Data-driven attribution
2%
3%
Search
Search Display Email
Email Likelihood of
purchase
Likelihood of
purchase
Increased likelihood of purchase by 50%

21. Is this just about programmatic?

22. Is this just about programmatic?
Cost Conversions CPA Gross profit ROI
March £25,444.76 522 £48 £29,936.14 1.18
April £13,744.78 445 £30 £28,201.01 2.05
May (1st-20th) £4,563.10 408 £11 £27,018.67 5.92

23. Data-driven attribution tools

24. What to do now?
1. Sort analytics
2. Sort METs
3. Offline conversions
4. Get excited!

25. Summary
Data-driven attribution is here…
Use it!

26. Contact us
Leeds | London | New York
+44 (0) 113 212 1211
info@searchlaboratory.com
www.searchlaboratory.com/
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