From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Attribution Success In A Cross-Device World. PRESENTATION: The Journey To Cross-Device Nirvana - Given by Mike Henderson, @innuhendo - SuretyBonds.com, Digital Marketing Director. #SMX #23C

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Finding Lebowski-Level Peace With Your Users’ Device Habits
The Journey To
Cross-Device
Nirvana

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My Goal
Get you from here…
Source

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My Goal
…to here!
Source

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Digital Marketing Director @
SuretyBonds.com
Main areas of emphasis:
• PPC
• Analytics
• CRO
About Me

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Is cross-device conversion worth monitoring for your business?
How many conversions are coming from users interacting on
different devices?
What roll does PPC play in the customer journey and cross-device
activity?
What we’ll cover – coming of age story

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How do you know the effect affect
impact of cross device activity on
your business?

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Traffic by device – 30%+ site traffic from mobile or tablet?
Do I need to investigate my user’s cross-device activity?

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Traffic by device – 30%+ site traffic from mobile or tablet?
Path Length – 15%+ conversions from 2 or more interactions?
Do I need to investigate my user’s cross-device activity?

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Traffic by device – 30%+ site traffic from mobile or tablet?
Path Length – 15%+ conversions from 2 or more interactions?
Do I need to investigate my user’s cross-device activity?

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Attribution Reporting in AdWords
AdWords Reporting

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Where to find these reports in AdWords

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How many conversion involve cross-device activity?

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How many conversion involve cross-device activity?
AdWords Devices Report

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How many conversion involve cross-device activity?
AdWords Devices Report

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How many conversion involve cross-device activity?
AdWords Devices Report

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How many conversion involve cross-device activity?
AdWords Device Paths Report

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How many conversion involve cross-device activity?
AdWords Assisting Devices Report

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The role other devices play into our click-to-call conversions
Where our mobile spending was going further than what is visible in
the traditional AdWords reporting
Insights from AdWords Reports

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The role other devices play into our click-to-call conversions
Where our mobile spending was going further than what is visible in
the traditional AdWords reporting
Are we only seeing AdWords activity?
Insights from AdWords Reports

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AdWords & Google Analytics Path Length Data
Comparison
38% discrepancy
Includes all traffic sources AdWords
users have interacted with

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AdWords & Google Analytics Data Comparison
2% discrepancy
GA filter for users whose first or last
interaction before converting was AdWords

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Bringing In Other Traffic Sources
Google Analytics Reporting

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Better reporting for
% of traffic by device
• Audience -> Mobile -> Overview
Path length
• Conversions -> Multi-Channel Funnels -> Path Length

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Where to find these reports in Google Analytics

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What role does PPC (mobile
in particular) play in the
customer journey?

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Top Conversion Paths

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Top Conversion Paths

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Set “Campaign (Or Source/Medium) Path” as the primary
dimension to see more precise interactions between paid
campaigns and other channels
• Running device-specific campaigns? Filtered by “mobile” or “tablet”
Top Conversion Paths

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Helpful primary/secondary dimensions:
• Keyword Path - mainly for PPC-only journeys
• Keyword (Or Source/Medium Path)
• Landing Page URL Path – for intent or filter by mobile specific urls
Top Conversion Paths

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Main result:
Noticed a lot of mobile & tablet traffic at the beginning of the
customer journey to conversion
Top Conversion Paths

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To confirm the importance of mobile & tablet traffic at the top of
the funnel
Attribution Model Comparison Tool

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First Interaction & Time Decay
Attribution Model Comparison
Attribution Model Comparison Tool
Device
% Change in Conversions from First
Interaction toTime Decay Model
Comparison to
Desktop % Change
Desktop -8.71% --
Mobile -12.42% 42.59%
Tablet -12.14% 39.32%

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But Mike, I’m trying to get
down to the nitty gritty…

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User Explorer

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User Explorer

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User Explorer
Lead Submitted
Click from
nurture email
Lead Submitted
TOFU Search
BOFU Search
Purchase
Click from
nurture email?

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About Google Analytics User IDs
• https://support.google.com/analytics/answer/3123662
User ID Set Up
• https://support.google.com/analytics/answer/3123666
User IDs

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What’s next?

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Focus on tracking events (engagement) instead of pageviews
Custom, retroactive funnel analysis
Mixpanel IDs & Internal IDs as event properties
More robust “User Explorer” reporting
Mixpanel

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Current uses:
• Cross-device tracking
• Form tracking
• Lead to close journey analysis
• Email tracking
• PPC attribution
• Connecting front and backend data sources
Mixpanel

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Able to answer questions like:
• Do users who initially visit from a mobile device have a higher likelihood
of submitting a lead?
• Are leads from tablet devices likely to close?
• How many users are submitting a lead on desktop and opening the
thank you email on mobile?
• Are there issues with our forms on certain devices/OS?
Mixpanel

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Source

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THANK YOU!
FOLLOW:
@innuHendo
/in/mikedhenderson/