This document discusses attribution modeling and how attribution matters for marketing. It explains that accurate attribution is important for measuring results, understanding what is driving conversions, diagnosing issues, and deciding where to focus time and money. The document outlines several common attribution allocation models like last click, first click, linear, and time decay models. It also provides examples of how attribution differs depending on factors like marketing channels, conversion paths, and how customized models can be useful. Overall, the document emphasizes that understanding attribution is key for optimizing performance and having a strategic versus opinion-based approach to marketing.

1. Inside Information on ’s Attribution
Mastering
Attribution Modeling

2. Bjorn Espenes
Co-Founder & CEO
Brad Geddes
Co-Founder

3. Why Does
Attribution Matter?
DISCUSSION

4. Discussion points
Define measurement of results
Accuracy and reliance (creates leverage)
Accounting vs. Attribution
Purpose of attribution (repeatable patterns)
Full context of attribution (strategic vs. philosophical)
Diagnosis of specific issues
Where to spend time / money (+/-)

5. Knowing where to give credit and act on it….
- 50%
- 50%

6. Why Does Attribution Matter?

7. How it Works
DISCUSSION

8. Last click
Last ad click
Cross device
Last ad click
Cross device
Phone
calls
Off-line
Last ad click
Cross device
Phone
calls
$1,000
$2,000
AttributedRevenues
$1.00
Max cost per click
based on 10% cost of
revenue target;
1% conversion rate
$2.00
$1.75
$1.55
$1.35
MaxCPC
Google
Analytics
Google AdWords
(all-conversions)
It Matters More Than You Think!

9. Attribution Allocation Models
Last Click First ClickLinear Position-basedTime Decay
Conservative Growth-oriented

10. Display
Display Remarketing
Video
Video Remarketing
Search & Shopping
Search & Shop Remarketing

11. A Complicated Conversion Path
A Complicated Conversion Path

12. How Attribution Channels Are Usually Chosen
Enie-meenie-miny-moe…

13. Attribution Allocation Models
Last Click First ClickLinear Position-basedTime Decay
Conservative Growth-oriented

14. Last Click
A Complicated Conversion PathDirect response companies
Want to know what ‘closes’ the sale

15. Last Non-direct Click
A Complicated Conversion PathSimilar to last click: If many users return directly to your site for the
conversion; this measures the last actual channel/click for the close.

16. First Interaction
A Complicated Conversion PathWhich source is generating new prospects
Useful to determine where to spend more time with
branding efforts

17. Linear
A Complicated Conversion PathLong sales cycles; what is pushing the user forward?
Before removing a channel; see if it’s contributing.

18. Time Decay
Understanding what channel closes in a long sales cycle.
Focused on direct response; but users are visiting multiple times.

19. Position-based
A Complicated Conversion PathFocused on both awareness and sales.
Helps value the middle clicks pushing a user forward.

20. What Does it Mean?
DISCUSSION

21. Custom Models
You can customize models in many
platforms.
● If average clicks to conversions
<4.5; use default position
● If average clicks to conversions
>5; use custom percentages
SUGGESTIONS

22. What’s the Assisting Values?
A Complicated Conversion Path

23. Overlap:
● Make sure the channels use
similar assets / messaging
No overlap:
● Can use different messages /
themes per channel
Do Conversions
Overlap Channels?

24. With A Little Lag Time...
A Complicated Conversion PathIt might just be a waste of time outside of basic audiences/remarketing

25. Attribution in Conversion Tracking
A Complicated Conversion Path

26. CPA/ROAS Bidding = Attribution Bidding
A Complicated Conversion Path
If you’re using automated bidding with an attribution model for counting
conversions; the automated bid system will take that data into account.

27. Examining Devices

30. Free 12-Point AdWords Analysis
● Tracking and attribution validation
● Market coverage (keyword coverage)
● Competitive gap analysis
● Account structure and bidding strategy
● Historic spend analysis with recommendations
● Growth roadmap

31. AdAlysis: Powerful Ad Testing & QS Analysis

32. Bjorn Espenes
in/bjornespenes
@bjornespenes
Brad Geddes
in/ewhisper
@bgtheory
Programmatic Paid Search
Profit-Driven Advertising
www.finch.com
PPC Software
Powerful Ad Testing Made Simple
www.adalysis.com
Questions?
Let’s Connect!

33. How Attribution Channels Are Usually Chosen
CMO chooses, no one challenges
Opinion based, not strategic

34. A Complicated Conversion Path
A Complicated Conversion Path

35. Show examples of different methods
Make the point of cost - outcome relationships
Accounting vs. Attribution
@bgTheory 35

36. Cookies
Tags
Lags
Tracking

37. Last click - GA
Last click - AW
First click
….same options as slide #10
Attribution Options

38. Competitive strategy
Risk vs. gain
Practical Uses